Flora & Curl emerged from a deeply personal journey: founder Rose Ovensehi refused to continue chemically straightening her natural, textured hair and recognized the lack of effective, gentle products tailored to curls, coils and waves. 

The brand delivers a botanical hair-care range powered by plant-derived ingredients, offering simple yet high-performance routines designed specifically for textured hair. Free from silicones, sulfates and parabens, each product supports healthier, defined curls. 

Flora & Curl also leads in sustainability: with aluminum bottles that are infinitely recyclable, up to 70 % plastic-free packaging, 100 % green energy production and active involvement in tree-planting initiatives.