“We delight in the beauty of the butterfly, but rarely admit the changes it has gone through to achieve that beauty.”
A Calling for CURLS
CURLS was founded by Mahisha Dellinger, then Marketing Manager at a Fortune 500 Company. Disenchanted with the lack of natural hair products with quality ingredients and product dependability, Mahisha sought to create a new brand that resonates with women like her. Our CEO collaborated with leading cosmetic and wellness experts to develop CURLS. Our CEO’s desire was to create a remarkable, yet often overlooked audience.
The extensive chemistry background from her team of expert formulators and the niche of catering to natural hair women priced to be a winning combination that continues its trajectory today.
Our commitment remains to carefully uphold the principles of quality and integrity that defined our brand.
In the last decade, our CURLS emerged as a leader in the natural hair care industry, with our CEO frequently speaking at conferences and shows to retail industry giants. Our success is largely attributed to innovating new product collections that meet the evolving needs of the natural hair industry. Prior to this, women just wanted something to “tame” their manes. Now, they demand quality products that “celebrate” and showcase their perfectly imperfect curly coifs.
We have been fortunate to also work with celebrities such as Halle Berry, Alicia Keys, Nia Long, Tia Mowry, Chili of the Grammy award wining R&B group, TLC, Blair Underwood, Ashanti, Yvette Nicole Brown, and Echo Kellum- to name a few. Industry influencers and bloggers also collaborate with us because of our product performance, quality ingredients and ethical business practices.
Every Curl, Everywhere
As our founder envisioned, we want to make CURLS accessible to every curl, everywhere. From babies to adults, CURLS Beauty Brands of products are specifically formulated to cater to each textured hair needs, at all age ranges. Our CURLS collections are available nationwide in the US at major retailers such as Target, Walmart, Sally’s Beauty Supply, Rite Aid, CVS and Duane Reed. Salons and boutiques also carry CURLS professional and styling collections for their niche clientele in their local markets.
In addition to finding the products at these retailer’s stores and online shops, we also offer our products to every curl online at CURLS.biz.
The Long Strand
While our CURLS brand continues to be one of the most recognized natural hair care brands in North America, we still have a lot more to do.
Our passion is to connect to curly hair women everywhere and them them live beautifully and remarkably. We were one of the first to carry certified organic ingredients and responsibly source from fair trade suppliers. We’ll continue this work of connecting to women and learning what they want and need for their beautiful curls.