Hello! My name is Rose, and I am the Founder of Flora & Curl.
I made a transforming decision to embrace my natural hair after my hair and scalp had been badly damaged following years of chemically processing and straightening my natural hair since I was little. I would apply the straightening relaxer cream to my hair regularly, and typically, every month which would leave my scalp sore. I soon realised that this couldn't be the way forward, if I wanted my hair to be truly healthy. I needed to embrace my natural curls, and I felt the inclination to do so after a spontaneous and long break away from using the relaxer and noticing the incredible beauty of my natural coils.
When I began researching the products to restore the strength of my natural hair, which felt extremely dry and brittle to touch, I discovered that many products on the market were formulated with low quality, non-hydrating and 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.
In addition, I would often be left confused with complicated product labels or products that required many steps to follow. While working full-time, yet also wanting to maintain healthy hair, I felt that wanting healthy hair didn't need to be this complicated or time-consuming.
I launched a blog to share my natural hair journey and further the discussion on healthy natural hair. In doing so, I was able to connect with an amazing community of people who were also learning about their natural curls and transitioning into healthy hair habits. I randomly posed a question one day that asked: “What is your biggest hair problem?”. I received more than 300 responses! The majority of responses were concerned with recurring dry hair. I could certainly relate to this.
There was also a shared frustration on where to begin and how to manage a healthy natural hair routine that was not time-consuming.
I embarked on a journey to restore the health of my hair and scalp with a focus on hydrating, plant-powered ingredients in formulations that didn't weigh my hair down. Eager to experiment to find my solution, I began sourcing plant-powered ingredients from around the world, from Brazilian oils to Ghanaian butters. I ultimately learned how to take care of my natural hair from a minimalist perspective that was radically different from the norm. I made my potent butter and gel recipes in my mum’s kitchen and sold this on an online shop and it gained lots of traction.
This inspired me to develop my line of natural hair products that achieved specific results and goals in my haircare routine. I knew that I didn't want to create a line that required many steps to provide effective results.
I formulated my curl care products with my favourite blend of floral, herbal and fruit-derived essences to create an aromatherapeutic haircare range for all curls. The scent and feel of the range has been carefully crafted, to ensure that your everyday curl care experience is an aromatherapeutic delight. I truly believe that haircare is selfcare!
My philosophy? Less is more.
Whether you are new to natural hair or are a long-time natural, my curl care range delivers a minimalist approach to help you to achieve your basic hair goals. Through potent formulas to hydrate, soothe, protect, and style, each product and each collection serves a unique purpose in your natural hair routine.
At Flora & Curl, it is also about embracing the true nature of your curls! Our aim is to provide a space for self-love, curl education, and the appreciation of the natural hair movement.
With love,
Founder & Formulator
Flora & Curl
