Meet Rose
The Founder & CEO of Flora & Curl and the mastermind behind our plant-powered curl brand. Want to find out more about how it all started? Let’s take you back to where it all began.
How it started
My Story
Hello, my name is Rose, and I am the Founder of Flora & Curl haircare. 👋🏽
I launched Flora & Curl in 2017 with just 3 products, and I am so happy that we have grown to include a range of 17 essential products with customers in over 70 countries.
So how did it all start?
After I took an extended break from applying chemical relaxers to straighten my natural hair, I wanted to embrace my natural texture and feel empowered. For years, I had been hiding my natural hair. I finally wanted to see my natural hair flourish and share my love and care for it, after my experience with extremely brittle and dry hair strands due to excessive straightening. It was time to finally embrace my beautiful, natural hair.
I decided to embark on a journey to find the right products and the right routine as a newly natural.
However, whenever I tried to find products, I would often be left feeling overwhelmed by the multitude of options, the complicated labels, and not really knowing where to start.
As an (aspiring!) minimalist, I desired for my routine to be super simple. With a busy work schedule, I wanted to save more time, without compromising on results.
I began formulating haircare recipes and mixing raw oils and many botanical ingredients from my mum’s kitchen.
from my mum's kitchen to today
powered by plants, inspired by the beauty of (our) nature
One day, I stumbled on a beautiful poem that stated ''my hair grows upwards toward the sun'' and it made me feel so empowered.
I immediately knew that I wanted to create haircare products that would make me feel empowered. Recipes that looked beautiful on my shelf, just as my beautiful natural hair.
Flora is Latin for plant life. Our natural hair is beautiful, versatile and grows like a plant, and when watered, it will flourish.
The idea for the name 'Flora & Curl' was sparked — a hydrating range of plant-powered curly hair textured hair essentials.
My aim is to make it easy for both the experienced and those new to their natural hair journey, to understand the function and purpose of each product and collection. Every single product serves a unique purpose, and each collection aims to meet a desired curl need.
In summary, I believe that taking care of textured hair does not have to be complicated. My goal is to help people to respond to the essential needs of their textured hair with ease.
textured haircare that's simple,
never complicated
