Founder's Story

Hello, my name is Rose, and I am the founder and formulator of Flora and Curl Haircare.

When I returned natural, my scalp was damaged after years of chemically processing and straightening my hair. I would often leave the relaxer on my hair for over an hour, which would leave my scalp burnt and sore. In returning natural and embracing my natural hair, I discovered that many products on the market were formulated with poor quality ingredients or harsh ingredients: whether drying alcohols in gels, or harsh detergents in shampoos or fillers that led to constant build up, nothing ever seemed to treat my hair with the love that I felt that it deserved.

Flora & Curl is the creation of my shared journey to restore the health of my scalp and truly hydrate my curls. I found enjoyment in experimenting with plant based ingredients from around the world, from Brazilian oils to Ghanaian butters and botanical ingredients, all in my mum’s kitchen (where I began experimenting!). I chose the freedom in cutting off my natural hair, trying out different formulas and in my spare time, I started recording myself in the kitchen making D.I.Y hair and body care recipe videos. I ultimately learned how to take care of my natural hair from a minimalist perspective that was radically different from the norm. This inspired me to develop my own line of products that was inspired by this philosophy.

I launched an inspirational blog to further the discussion about healthy textured hair. In doing so, I was able to connect with an amazing community of women starting or learning about their natural curls, who equally desired moisturised hair, as dryness was one of the main concerns we would discuss about. But I knew that I wanted to distinguish my brand in an industry with a lot of greenwashed marketing and heavy ingredient claims. Studies continue to show that the textured haircare market contains more hazardous and harmful ingredients compared to its counterpart (EWG & Silent Spring Institute). Flora & Curl is a moisture-centred, plant powered haircare range made with gentler ingredients, for anyone who want results without the use of harsh chemicals.

My goal has been to create the most incredible, aromatherapeutic haircare experience for textured hair and to stray away from the idea that taking care of textured hair should be complicated. We aim to provide a space for self care, education, the natural hair movement, and a revival of a loving haircare ritual through each product. These are my personal formulas. They are filled with high quality, potent, plant powered ingredients (mineral clays, flower and fruit oils, organic waters and herbs) and are always free from artificial fragrancing. Instead, each product features my ultimate favourite notes of floral, herbal and fruit derived essences.

From thoughtfully designed, artful and vibrant packaging to invigorating scents and luxurious textures, I invite you to experience a unique and streamlined way of taking care of you(r curls). Enjoy!

With love,
Rose- Signature
Flora & Curl Haircare


Let Customers Speak For Us

1009 reviews
Would you recommend it to a friend?: Yes
I love the floracurl gel

Best gel ever

Would you recommend it to a friend?: Yes
Great lotion!

It was a good experience, curls are getting nice clumps and volume and the smell is great!

Would you recommend it to a friend?: Yes
All products are good

My hair is wavy , I have to be careful with the mist

Would you recommend it to a friend?: Yes
Fab product for curly frizzy hair

Started using shampoo and conditioner then curl activating and curl defining hairdresser commented on the fact that my hair was softer curlier and generally more tamed..! Brilliant..!

Would you recommend it to a friend?: Yes
Best product I tried so far

It took me few applications to get used to the product, and find out how I should be applying it. Firstly I tried applying it like all the instagram "curly girls" do without touching my hair too much to prevent the frizz, or once finger coiling it... but it didn't work out for me that way. Left my curls beautiful but with no volume. So I decided to try it differently, after washing my hair, I used sweet hibiscus curl activator, scrunched my hair upside down, and then dried it with a towel a bit, and then applied this curl defining gel, also upside down and again towel dried by scrunching. My hair looked a bit frizzy, but curls are so gorgeous and greatly defined. Products are amazing and they swell so good. I definitely recommend these products, they are the best ones for curls that I have tried so far.