Founder's Story

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

When I returned natural in 2011, my scalp was badly damaged after years of chemically processing and straightening my hair since I was 6.  

I discovered that many products on the market were still formulated with harsh ingredients: whether drying alcohols in hair gels, or harsh detergents in shampoos that stripped moisture or fillers that led to build up, nothing ever seemed to treat my hair with the respect and love that I felt it deserved. I found that the brands available at the time didn’t do enough to maximise hydration for my own dry and textured hair, and were low in truly effective ingredients.


Rose - Founder of Flora & Curls Ltd

From Kitchen Recipes to Products

Flora & Curl is the creation of my journey to restore the health of my scalp using raw and gentle ingredients. I found enjoyment in experimenting with plant based raw ingredients from around the world, from Brazilian oils to Ghanaian butters and botanical ingredients, all in my mum’s kitchen (where it all had started!). I started recording D.I.Y hair and bodycare recipe videos and shared it on my Youtube channel - a space for all things plant-based and simple beauty.  I learned how to  care for my hair from a minimalist perspective that was radically different from the norm.

Alongside my Youtube channel, I launched a haircare blog to further the discussion about healthy textured hair. In doing so, I was able to connect with an amazing community of women who also desired moisturised and healthy hair. 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 Was Born
I wanted to create haircare products that were not watered down by harmful substances, but were powered by ingredients found in nature.

From day one, my goal has always been to create the most incredible haircare experience possible, to stray away from the idea that taking care of curly textured hair should be complicated, and to deliver a space for self care, self love, the natural hair movement and a revival of a loving ritual through each and every bottle. These are my personal formulas. They are packed with high quality, potent ingredients (mineral clays, flower and fruit oils, organic waters and herbs) and are always 100% free from artificial fragrancing. Instead, each product features layered notes of floral, herbal and fruit derived essences. 


I invite you to experience a unique way of taking care of your curls, where less means more, and a little goes a long way.

From thoughtfully designed packaging  that allow our botanical ingredients to shine through, to invigorating scents and luxurious textures, the result is a high performance haircare range that encourages women with textured hair to fall in love with their hair daily. I am both humbled and proud by how many women around world over have embraced our plant powered philosophy! Welcome to Flora & Curl: where nature meets curls. 

With love,

Founder & Formulator of Flora & Curl Haircare

Artwork by Spell Magazine 


Let Customers Speak For Us

594 reviews
Would you recommend it to a friend?: Yes
How long have you been natural for?: 0-1 Year
Mini kit

I really love the leavein. My hair feels so soft but i still have the volume. I love the mist. I love the oil. I am really in love with the smell of all products. I also recieved a mini butter. The first time i used it my hair looks very good. Second and third time it didnt. Maybe i buy it because the product gives a lot of volume and soft hair. I like that combo! Maybe i need to use less or a different way. I also like it because i dont need a gel on top.
The clay i only use it one time en the shampoo i didnt use yet. But so far i like the clay to.

The packaging is soooo cute.

Would you recommend it to a friend?: Yes
How long have you been natural for?: 5+ Years
Moisture discovery kit

So very pleased with this purchase, the perfume is amazing, and the results are excellent .

Would you recommend it to a friend?: Yes
How long have you been natural for?: 0-1 Year
Mystical Mist

The hair mist is one of the best products i have tried, it makes my hair moist and super soft in the mornings when it is dry from the whole night

Would you recommend it to a friend?: Yes
How long have you been natural for?: 0-1 Year

I used this for my daughter's naturally curly hair, but also on my hair, which was chemically processed but now going back to my natural state. The product was immediately moisturising and hydrating, but without leaving a residue in the hair. Works well to protect the hair from heat styling as well, and smells wonderful.

Would you recommend it to a friend?: Yes
How long have you been natural for?: 0-1 Year

So far so good. Used these products when i had my first curly cut. Purchased the travel bag to see if i liked them and i will be buying the full range when payday comes around. Love how easy the leave in conditioner is for my busy life.