Founder's Story

Hey, friends! My name is Rose, and I am the Founder of Flora & Curl haircare.

I made the transforming decision to return to natural and embrace my natural hair in 2011. Before making that decision, my hair and scalp had been badly damaged following many years of chemically processing and straightening my natural hair. I would very often leave on the straightening relaxer cream for more than an hour, which would leave my scalp burnt and sore afterward. I soon realised that this couldn’t be the way forward if I wanted my hair to be truly healthy.

While on this journey, I discovered that many products on the market were formulated with low quality ingredients or harsh ingredients: from drying alcohols in gels or harsh detergents in shampoos that stripped moisture, or heavy fillers that led to constant product build-up. I felt that nothing ever seemed to treat my hair with the love and care that I felt that it deserved. In addition, I would often feel confused by reading complex product labels or using products that required a multitude of steps to follow. While working full-time, I thought that going natural shouldn't have to be this complicated or time-consuming.

I launched a blog to further the discussion about healthy textured hair and share my journey. In doing so, I was able to connect with an amazing community of people who were learning about their natural curls while transitioning. Soon after my blog gained traction with many subscribers, I randomly posed a question: “What is your biggest hair problem?” I received over 300 responses! The majority of responses were concerned with recurring dry hair. I could certainly relate to this.

There was a shared frustration about where to begin and how to start a healthy haircare routine. The idea of developing my very own haircare line blossomed from there. 

I embarked on a journey to restore the health of my hair and scalp using pure and raw ingredients.

Eager to experiment to find my solution, I began sourcing plant-based ingredients from around the world, from Brazilian oils to Ghanaian butters and botanical ingredients. I created my butters and haircare gels and recipes in my mum’s kitchen. I quickly discovered that there was a whole new world of gentle, all-natural remedies for very dry, textured hair like my own. I chose the freedom in cutting my natural hair, trying out different scents in essential oils, and began making D.I.Y 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 line of products that were essentially inspired by potency and simplicity.

While I was designing my website and labels, with the inclusion of beautifully hand-drawn botanicals by a local artist (I adored her work!), I knew that I wanted to distinguish my brand, in an industry with greenwashed marketing and heavy ingredient claims. Studies continue to show that the textured haircare market contains many hazardous and harmful ingredients compared to its counterpart (EWG & Silent Spring Institute). But the trouble doesn’t end with conventional hair care products. A report by the EWG notes that ''although “natural” hair products presumably have fewer toxic ingredients than traditional, many of these products still contain potentially harmful ingredients''.

Flora & Curl is moisture-centred (our curls love moisture!), and made with a clean consciousness through our Clean Curl Promise™. My products thrive with potency and plant-powered ingredients (mineral clays, flower and fruit oils, organic waters and herbs).

Unlike conventional products, we avoid artificial fragrances. Each product is formulated with my favourite blend of floral, herbal and fruit-derived essences.

While developing Flora & Curl and designing my labels, I knew that I didn't want to create a line that was overly complicated or that required complex steps to yield effective results. 

Our philosophy? Less is more.

Whether you are new to natural hair or are a long-time natural, the collection delivers a clean and minimalist approach to take care of your natural hair and reach your curl goals. Flora & Curl helps you to respond to the essential needs of your curls for it to be healthy, through potent formulas to hydrate, soothe, protect, and style. In addition, they are proven to work on all curl types!  I carefully develop each product to serve its own purpose. 

The scent, experience and feel have been carefully crafted, to ensure that your everyday curl routine is a sensorial delight. I believe that haircare is self-care. In our growing curl community, we have created a space for self-care, transitioning your curls, curl education, and the importance of the natural hair movement.

I love to hear from my customers, so please get in touch if you have any questions at all!

With love, 

Rose- Signature
Flora & Curl Haircare


Customer Testimonials

3098 reviews
Would you recommend it to a friend?: Yes


Would you recommend it to a friend?: Yes
Love it

I love how it makes my hair curly and hydrated without weighting it down.

Would you recommend it to a friend?: Yes

I only use these products! Just wish they were sold at my Ulta!

Would you recommend it to a friend?: Yes
Fabulous Set!

After my HG curly hair products were discontinued I have spent many years and far too much money looking for replacements.

So far these products have been AMAZING - my curls look and feel great and I shall definitely be repurchasing!

Would you recommend it to a friend?: Yes

I wasn’t expecting much as I have never utilized a curl activating cream. A little goes a long way and I was so impressed at how my hair was frizz free. Nice curl definition. Highly recommend.