It’s estimated that the average woman will spend around $50,000 on their hair over their lifetime. Many businesses come and go in the quest for gaining a piece of that multi-billion market, but not all of them remain past the first year or so. Yet CURLS, a company specializing in natural hair care products for those with curly hair, is celebrating their 10th year of being in business. While the company first started as a home-based business, today it is a multi-million award-winning company that has products located in over 3,000 salons worldwide.
“We are thrilled to be where we are today, especially considering where we started,” explained Mahisha Dellinger, founder and CEO of Curls. “The feedback we get from those who try our products is wonderful. They appreciate the efforts we have made in keeping them all natural and organic, and thrilled with the results they get after using them.”
As a multi-ethnic woman, Dellinger used her experiences in learning about, understanding, and creating a line of products for naturally curly hair. As she saw the multi-racial population continue to grow, it created a wider gap in the beauty market for mixed hair in woman and girls. Much of her frustration over the years were a result of her spending thousands of dollars on hair care, with no luck in finding a complete hair care line for her specific hair type. Ultimately, she took to her kitchen, creating her own concoctions in effort to meet her hair care needs. Soon she created perfect formulas that led friends and family to request samples of homemade coconut oil treatments, jojoba moisturizer, and leave in conditioner. Her hair care line addressed the issues of frizzy hair, brushy, and uncontrollable curls.
Encouraged by friends and family, Dellinger took what she created in the kitchen and turned it into an entire hair care line she could offer to others. The collaboration with leading cosmetic experts led to the development of CURLS. Natural oils and quality ingredients such as coconut oil, Aloe Barbadensis Leaf extract, Jojoba oil, and more, were imperative in the conception of the line.
Today, the growing and overlooked audience she worked so hard for have a brand they can turn to. In 2002 CURLS received glowing reviews from Lucky magazine catapulting them into the mainstream market. The brand has been nominated three years in a row for the Stylist Choice Award alongside Paul Mitchell and Redkin. In 2010, Allure magazine took note and chose the Passion Fruit Curl Control Paste as the winner of the Best of Beauty Award. CURLS has also been featured in top magazines, such as InStyle, Essence, Ebony and Redbook. Curly celebrity fans naturally grew and multiplied with Halle Berry, Zoe Saldana, and Raven Simone on the CURLS fan page.
“We have accomplished a lot, and look forward to what all we will be doing in the next 10 years,” added Dellinger. “We have dedicated fans of our products, and we want to continue providing them with the products they need, in order to get the results they want.”
Over the years CURLS has gained popularity worldwide. Through research, the brand realized that their customer was not limited to multi ethnic consumers, but extended to Caucasian, African American, Asian, Latin, and beyond. Always adapting to the ever changing times, CURLS has redirected their focus to include the entire CURLS Family. The once web-based brand is now distributed nationwide in Target, CVS, Sally’s, Rite-Aid, Walgreens and Walmart (end of 2012) making it widely accessible.
Once a home-based business, CURLS is now a multi-million dollar curly hair specialist with a global reach. CURLS offers premium, quality curly products that cater to the unique needs of today's multi-ethnic, natural hair care market. It is the first line of natural, organic hair care products truly created specifically for biracial/multiracial women and girls with naturally curly hair. Nominated three years in a row for the Stylist Choice Award, CURLS is also a proud owner of Allure Magazine’s Best of Beauty Award and has been featured in top magazines such as In Style, Essence, Ebony, Redbook and Allure among others. CURLS even has a solid celebrity following including such notables as Halle Berry, Rachel True, Ashanti, and more. CURLS is available for purchase at nationwide retailers including Target, Rite Aid, CVS, Sally’s Walgreens and Walmart (end of 2012). For more information, visit www.curls.biz.