Flora & Curl was born to cater to dry hair and to disrupt a textured haircare industry that is ruled by low-potency products and low-quality ingredients and fillers. Manufacturers are finding new ways to produce cheaply by using ultra refined and processed 'natural' ingredients in low quantities.
When I decided to return natural, I also decided that my hair would receive the best of what nature had to offer my scalp. I discovered that our scalp absorbs more than the skin, moreso at a faster rate. This encouraged me to begin experimenting with healthier, hair-loving alternatives for taking care of my hair starting with the ingredients I could find in my kitchen. I have always been inspired by the potent power of whole botanicals by experimenting with ingredients such as organic rose flower water, lavender water and jasmine oil, marshmallow root etc. I began researching how I could harness the power of botanicals to meet the basic needs of my naturally dry hair, which was moisture and hydration.
Healthy Hair Begins With Moisture I posted a question to my natural hair blog reader to discuss the biggest issue they continued to struggle with. The predominant issue arising from the 300+ reactions to the simple question were highly relatable: DRY HAIR. There are many hair products in the market for textured hair. However, from our research we discovered that many conventional products:
are highly water-based (the water simply evaporates off the hair cuticle)
are silicone based (silicone forms a coating and provides the illusion of moisture)
contain a lot of glycerine (of which too much can cause the reverse problem)
contain highly processed, cheap oils such as mineral oil (that form a coating)
contain alot of un-necessaries (which turn into buildup & become counter-intuitive)
Studies have found that the textured haircare market is more likely to contain hazardous and risk-posing ingredients in the beauty industry. Mineral oil, a waste product extracted from crude oil remains one of the most common haircare ingredient. Nature is the ultimate hydrator I started Flora & Curl, because I felt that there was a gap in the market, especially in the UK, for truly natural haircare products for women with naturally dry textured hair like mine. I wanted to create safe products with high quality botanical ingredients, as EU Regulations on cosmetic safety is the strictest in the world.
'Flora' means native and original plant life. For us it means back to the beginnings. Simply put, our natural hair deserves care the way nature intended and nature is the ultimate hydrator.
At Flora & Curl, we believe that nature knows best, and we are transparent about wanting you to be able to understand what goes into your hair. The power to you.
Happy launch day! Today we launched our 1-litre bottles of 6 of your favourite plant-powered products. And yes, this includes the Sweet Hibiscus styling duo that we know you are obsessed with!
So happy to have found this product! I only have wavy hair rather than curly which drops throughout the day, this product smells great, a little goes a long way, no sticky feeling whatsoever when dry, and gives amazing volume and the beachy look I love all day long - best of all, it’s cruelty free and vegan!! I’m a very happy customer - thank you :-)
