🇬🇧Flora & Curl

Flora & Curl is a UK-based, Black female-founded curly hair brand built on the belief that textured haircare should be simple, sensorial, and effective. Founded by Rose, who began formulating products in her mum's kitchen using raw oils and botanical ingredients, the brand has grown from a kitchen-table operation into a range sold in over 70 countries. The philosophy is straightforward: plant-powered formulas, an unhurried routine, and products that actually earn their place on your bathroom shelf. The range is organised around five curl goals — Style Me, Strengthen Me, Hydrate Me, Soothe Me, and Protect Me — making it easy to build a targeted routine without needing to understand every ingredient. Signature collections include the bestselling Sweet Hibiscus styling range, the Rose Water hydration line, the Coconut Mint scalp-soothing range, and the newer Baobab Marula strengthening range. Products are formulated with botanicals such as rose water, hibiscus, baobab, marula, coconut, and citrus extracts — and are widely used and recommended within the CGM community. The brand is independently owned, female-founded, and has a strong UK-based community of 100k+ curlies.