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Effortless curl care for all
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We are proud to announce the launch of our most anticipated collection yet: the Strengthen Me range. This revolutionary five-piece lineup has been designed to tackle some of the biggest challenges people face with textured hair – breakage and strength. Delivering curls that are up to 4× stronger* and more resilient than ever before.
Breakage isn’t just a beauty concern, it’s deeply tied to confidence, self-expression, and curl identity.
In 2025, textured hair care is entering a new era: one where we shift from surface-level styling to deep, science-driven solutions that build resilience from within. Studies show that a large percentage of people with textured hair experience breakage, making it one of the most urgent challenges in curl care today.
Our answer? A groundbreaking range that blends curl science and the power of nature to repair, strengthen, and protect delicately curls from root to tip.
Flora & Curl was born from our founder Rose Ovensehi’s own journey of embracing her natural hair after years of chemical relaxers and damage.
“When I chose to stop hiding my natural curls, I was left searching for products that truly worked without overwhelming routines. I wanted effective, science-driven solutions that also felt like self-care,” says Rose. “The Strengthen Me range is the result of that vision. Products that empower curls to be strong, healthy, and resilient.”
A collection powered by nutrient-rich baobab, marula, and broccoli seed oils, alongside plant proteins proven to reinforce hair bonds, boost elasticity, and reduce breakage.
Stronger from the very first wash.
A silky, plant-powered shampoo infused with baobab and marula oils plus strengthening proteins. It gently cleanses while reinforcing fragile strands, leaving curls refreshed, fortified, and ready to take on the week.
Clinical focus: Gentle enough for frequent use, yet clinically formulated to strengthen from wash one.
Your everyday dose of strength and softness.
This lightweight conditioner revives and protects delicate curls with broccoli seed oil and plant-based proteins. It smooths, detangles, and minimises breakage — leaving curls softer, more manageable, and more resilient with each use.
Bond-repair science meets curl care.
Our most intensive treatment yet. Clinically proven to make curls up to 4× more resistant to breakage*, this mask rebuilds internal bonds while nourishing with baobab, marula, and rice bran oils. Expect curls that feel bouncier, stronger, and visibly transformed after just one use.
*Based on laboratory testing of natural Afro-textured hair using cyclic fatigue testing. Results may vary.
Revive curls, anyplace, anytime, anywhere.
A refreshing, weightless mist powered by aloe vera and proteins to restore tired strands between wash days. It recharges curls, leaving them renewed, defined, and full of life.
A multi-tasking shield for stronger strands.
This concentrated blend of broccoli seed, marula, avocado, and baobab oils seals in moisture, reduces breakage, and protects against everyday stress. Use as a pre-wash treatment or daily leave-in to support curl resilience.
Curls deserve an elevated experience, and with the Strengthen Me range, every wash day and styling moment is more than curl care - it’s empowerment.
Are you ready to step into the strongest era of your curls? Explore the full Strengthen Me collection and let us know what you think.
Naturally yours,
The Team at Flora & Curl
