Flora & Curl

nes, and self-care, aiming to make curl care easy, enjoyable, and accessible for everyone—from beginners to experienced naturals. All packaging is fully recyclable, and the brand is committed to sustainability, including plastic-free initiatives and supporting reforestation.

Philosophy

Flora & Curl believes that curl care should be simple, enjoyable, and rooted in nature. The brand advocates for minimal, time-saving routines that deliver results without complexity. Haircare is seen as an act of self-care and empowerment, celebrating the natural beauty and versatility of textured hair. The philosophy centers on plant-powered ingredients, sensorial experiences, and making natural haircare accessible to everyone, regardless of their experience level[4].

Sustainability

Packaging: All shipping boxes are fully recyclable. Up to 70% of packaging is plastic-free. Initiatives: The brand plants trees to support reforestation efforts. Ingredients: Products are made with 100% natural fragrances and plant-powered ingredients.

Founders

Rose Ovensehi, Background: Rose Ovensehi is the founder and CEO of Flora & Curl. A former geography student in London, Rose began her journey after deciding to stop chemically straightening her hair due to scalp damage. Frustrated by the lack of effective, natural products for textured hair, she started formulating her own recipes using botanical ingredients from her mother’s kitchen. She further honed her skills at a cosmetics formulation school. Rose’s personal experience and passion for aromatherapy and minimalism inspired her to create a brand that simplifies and elevates natural haircare, making it accessible and enjoyable for all curl types[1][2][4].

Background

The brand was founded to address the lack of effective, natural haircare options for textured hair. Rose Ovensehi’s personal struggle with chemical damage and overwhelming product choices led her to create her own solutions, starting with DIY recipes and evolving into a professional, multi-award-winning brand. Flora & Curl has gained recognition through initiatives like the Channel 4 and Lloyds Black In Business program, receiving significant support and exposure[1][2].

History

Flora & Curl began in 2011 when Rose Ovensehi decided to embrace her natural hair texture after years of chemical straightening. She started by making her own haircare formulas at home, then formalized her knowledge through cosmetics formulation training. The brand officially launched with a focus on plant-powered, minimalist routines for textured hair. Flora & Curl has since grown into a respected name in natural haircare, known for its effective, sensorial products and commitment to sustainability[1][2][4].