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 new week, curlfriends! Last week we launched our fabulous 5! Take a look at our Gentle Curl Accessories that are yet to elevate your curl regimens.
Guess what Flora & Curl family, we thrilled to announce that we have been shortlisted by The Sunday Times Style Awards 2021 for Best Textured Hair Brand!
Philomena, our New Product Development Executive, gives us the full scoop on what it has been like formulating our two brand new stylers: the Sweet Hibiscus Curl Volumizing Foam and Sweet Hibiscus Twist & Braid Cream.
Good for my fine hair as doesn't way it down. Gives decent root volume and works well after the Sweet Hibiscus Curl Activating Lotion. I also scrunch in a little gel after the foam to get a cast and a bit more hold.
I absolutely love the smell of the Flora & Curl products I am so glad they do not smell like coconut or vanilla like most curly hair products. I purchased Flora & Curl sweet hibiscus twist and braid cream because I sometime need a bit more of a hold then the curl activating lotion. I love both products! I use the twist and braid cream the same way I use the curl activating lotion and it just gives me that extra hold that last longer. I love all the Flora & Curl products and will never put anything else in my hair!
