Founder's Story - Flora & Curl - Flora & Curl: Pure | Potent | Luxurious | Non-Toxic Curl Care


Meet Rose, Founder & Formulator of Flora & Curl Haircare

After returning natural in 2011 (having had relaxed hair since she was six years old), Rose began to fall in love with her highly textured hair after years of chemically processing it and suffering from chemical scabs and overprocessed treatments.

She then developed the idea for Flora & Curl after realising that many products on the market were formulated with ingredients that were bad for her hair, whether drying alcohols in hair gels, or harsh detergents in shampoos, nothing ever seemed to treat her hair with the respect and love she felt it deserved. She found the natural brands available at the time didn’t do enough to maximise hydration for her own dry and highly textured hair and were low in truly effective ingredients. Her love for natural beauty started as a hobby, researching and studying natural ingredients, recording home-made recipes which then turned into a passion when she decided to study at a natural cosmetic formulation school. The key to the brand’s success is our devotees around the world. Any number of people might try a brand after being attracted to something that may appeal like its packaging. But you will only buy a brand again and stay loyal to it if you find that it’s the product that performs well for you. The anecdotal support and testimonials we receive every day encourages the mission. 

From Her Kitchen to Her Recipes

After transitioning, Rose began to simplify her lifestyle to focus on minimalism, and quality over quantity including in her beauty regimen. She started experimenting with plant based raw ingredients, from oils, butters to herbs, mixing and whipping up formulas in her kitchen, and wanted to share her enjoyable experience. She regularly recorded D.I.Y hair and bodycare recipe videos and shared it on her Youtube channel NaturalRose - a space for all things plant-based beauty. Her recipes have garnered lots of views from around the world, with people sharing amazing results from their own creations. Over the years she has grown her hair to armpit length, cut it off completely and grown it out again. Her hair gave her the natural freedom and wonderful opportunity to express herself! It is with this same philosophy of expression that she was inspired to create another yet another space, a hair blog for women with highly textured hair.

Alongside her Youtube channel, Rose also launched a hair blog for the representation and support of textured 4c hair (the most delicate curl type on the curl spectrum), and soon after the blog gained 3,000 subscribers, posed this question:  what is your biggest hair problemThe recurring problem from the over 300+ responses to this simple question was recurring dry, dehydrated and brittle hair.  And this is where the idea for Flora & Curl Hair Care blossomed - a moisture centred, plant based haircare. But she knew she wanted to distinguish her brand in an industry with a lot of greenwashed marketing and heavy ingredient claims.

Flora & Curl Was Born
She started Flora & Curl for one simple reason: textured hair is more fragile, it should be treated with care. Ingredients are truly the starting point, quick-fix hair products become quick-fix temporary hair solutions.

Studies continue to show that the textured haircare market contains more hazardous ingredients compared to its counterparts ( A report by the Environmental Working Group notes that ''although “natural” hair products presumably have fewer toxic ingredients than traditional, many of these products still contain potentially harmful ingredients''.

Rose wanted to create haircare products that were not watered down with harmful substances and fillers, but products that thrived in potency and purity, and were powered by ingredients found in nature. Botanical hair food is far more therapeutic for the mind, and nutritive for the scalp (much more nourishing, healing, moisturising and protective), for our health, our bodies and overall well being. It adds therapeutic benefits and promotes effectiveness and health.

She invests time and care in blending various aromas, working to find the perfect velvety texture, scent and consistency, ensuring that every formula is trialed and tested by different curl types before ever being launched. From thoughtfully designed packaging and labels that really allow the botanical ingredients to shine through, to intoxicating scents and luxurious textures, the result is a haircare range that encourages women with all textured hair around the world to feel good on the inside out and continue to fall deeply in love with their haircare routine to help them meet their healthy hair goals.
Say hello to Flora & Curl : where nature meets curls.