Meet Rose
The Founder of Flora & Curl and the mastermind behind our plant-powered curl brand.
How it all started
Hello, my name is Rose and I am the Founder of Flora & Curl. 👋🏽 😁
It all started when I made a bold decision to embrace my natural texture.
For many years, I had been hiding my natural hair. At any sight of my new texture sprouting, it would be met with a cream that would hide the texture, melting away the beautiful curves and kinks that naturally defined my hair. That was the relaxer cream.
This would result in sore scabs on my scalp, and because it was seemingly the norm back then, I didn't feel the need to change that habit until I saw my friend embrace her texture.
from my mum's kitchen to now
I embarked on a long journey to find the right products.
However, I would often be left feeling overwhelmed by the multitude of options, the complicated labels, and in short, not really knowing where to begin with building a routine for my natural hair that didn't consume so much time and effort.
As an (aspiring) minimalist, I desired healthy hair. With a busy work schedule, I wanted to save time in my routine, without compromising on results.
This propelled me to begin formulating my own haircare formulas, whipping and mixing raw oils and botanical ingredients from my mum’s kitchen. Rose water was my favourite (and not because it is in my name!) but because it smelled incredibly sensorial. 😄 🍃
I then fell in love with using aromatherapeutic and colourful botanical ingredients to hydrate my natural hair. Infusing lavender and rose petals, mixing olive oil with jasmine oil. I enjoyed making sensorial recipes for natural hair and skin.
inspired by the beauty of (our) nature
One day, I stumbled upon a beautiful poem with the line ''my hair grows upwards toward the sun'' and it made me feel empowered.
I desired to create an elevated line of haircare products that would make me feel just that.
I desired for my wash days and styling routines to feel like selfcare. My curls deserved the best. Haircare is selfcare.
Products that looked so beautiful on my bathroom shelf, just as my beautiful natural hair. I desired an elevated experience when it came to taking care of my own crown, and wanted to create that same shared experience for others.
The meaning of 'flora'
Flora is Latin for plant life.
Our natural hair is beautiful, versatile and grows like a plant, and when watered, it will flourish.
That's how I came up with the name 'Flora & Curl' — a hydrating and sensorial range of plant-powered curly hair essentials.
My aim is to make it easier for both the experienced and those new to their textured hair journey.
With care, and lots of time taken to create each product, each product serves a unique purpose in your routine, and each collection aims to meet a desired curl need.
Why? Because, taking care of curly hair doesn't have to be complex or time-consuming, and less ultimately means more.
I'd love to hear from our customers, so please feel free to e-mail me at
hi-rose@floracurl.com ☺️👋🏽
With love,
