Founder's Story

Hello, and thank you for visiting my page.

I created 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 and harmful ingredients compared to its counterpart (EWG & Silent Spring Institute). 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''.

I developed the idea for Flora & Curl when I discovered that many products on the market were formulated with ingredients that were bad for my sensitive scalp, whether drying alcohols in hair gels, or harsh detergents in shampoos that stripped moisture or fillers that led to build up, nothing ever seemed to treat my hair with the respect and love that I felt it deserved. I found that the natural brands available at the time didn’t do enough to maximise hydration for my own dry and textured hair, and were low in truly effective ingredients.


In 2011, I made the transforming decision to return natural after years of using chemical and iron straighteners. My scalp was suffering as a result of overprocessed relaxer treatments that removed the kinks and curls from my hair. Embracing my textured hair was the best decision ever!

Embracing my natural hair sparked a journey to restore the health of my scalp, and simplify my lifestyle and beauty choices to focus more on minimalism and on quality over quantity. I found enjoyment in experimenting with plant based raw ingredients from around the world. After much ingredient research, I launched my Youtube Channel to share my plant-based recipes. I discovered that a lot of women could relate in search for healthier and more natural alternatives to their beauty regimen.


I launched a blog alongside my Youtube Channel to further the discussion about healthy textured hair. Soon after it reached 3,000 subscribers, I randomly posed a question:  what is your biggest hair problem? I received over 300 responses, with the majority concerned about recurring dry hair. This is where the idea for Flora & Curl Haircare blossomed: a moisture centered, plant powered haircare. But I knew that I wanted to distinguish my brand in an industry with a lot of greenwashed marketing and ingredient claims.


I wanted to create haircare products that were not watered down by harmful substances or fillers, but were powered by ingredients found in nature. Botanical ingredients originate from herbs, flowers, leaves, fruits, seeds etc. Their active ingredient can only be delicately extracted through cold-pressing, steam distillation, time-honoured infusions and compression. As an example, a plant ingredient rich in antioxidants and colour such as cold pressed Papaya oil, can provide ultraviolet protection for the hair preventing damage from free radicals. Other plants such as Jasmine can act as natural antimicrobial ingredients fighting against bacteria to improve scalp conditions.



Flora means plant life. Compared to traditional products, Flora & Curl is 100% free from synthetic fragrancing and is powered by high perfomance botanical (plant, seeds, fruit and flower derived oils and butters) and floral extracts. From thoughtfully designed packaging that truly allow our botanical ingredients to shine through, to intoxicating scents and luxurious textures, the result is a haircare range that encourages women with textured hair to enjoy their selfcare and haircare routine, all at once. Healthy hair shouldn't have to mean compromise!

You can be rest assured that your hair is in good hands. Time and care continues to be invested in ensuring that every formula is trialed and tested, and by different curl types before being launched.

I love to hear from my customers so if you have any questions at all, feel free to get in touch and I will be more than happy to help.

Best Wishes,

Founder & Formulator | Flora & Curl Botanical Haircare

Artwork by Spell Magazine