Holy Curls
| Private | |
| ISIN | 🆔 |
| Industry | Hair care |
| Founded 📆 | 2019 |
| Founder 👔 | Badria Ahmed |
| Headquarters 🏙️ | London, England |
Area served 🗺️ | International |
| Products 📟 | Shampoos, conditioners, curl creams, gels, hair oils, masks, travel kits |
| Members | |
Number of employees | |
| 🌐 Website | www |
| 📇 Address | |
| 📞 telephone | |
Holy Curls is a London-based hair-care brand founded by Badria Ahmed in 2019. The company formulates vegan, cruelty-free products for wavy, curly and coily hair and positions itself with an education-led, "hair wellness" approach.[1][2][3]
History
Badria introduced Holy Curls in 2019 following product development informed by her own transition to natural hair.[1] Beauty trade coverage noted the brand’s early retail milestones, including a September 2020 launch at Liberty London and a planned entry to The Detox Market in January 2021.[3] By late 2022, Beauty Independent reported expanded U.S. distribution and year-over-year growth.[2] Lars Beurskens joined as Co-founder in 2024.
Products
The core range debuted with four products—01 Shampoo, 02 Conditioner, 03 Cream and 04 Gel—followed by a deep conditioning mask (05) in 2020 and a travel-size Discovery Kit in 2021.[2] In December 2023, British Vogue listed the Holy Curls Oil Serum among its “Best Oils for Fine Hair.”[4]
Brand and philosophy
Company materials and interviews describe an education-first ethos aimed at simplifying curl routines and focusing on porosity, density and pattern rather than rigid curl-typing.[1] Reporting by Refinery29 likewise cites Holy Curls’ emphasis on porosity- and needs-based guidance over the 1A–4C scale.[5]
Distribution
Beyond direct-to-consumer sales, Holy Curls has been stocked by specialty retailers. Trade coverage confirms its United States availability at The Detox Market,[2] while European distribution includes Niche Beauty, which profiles the brand as founded in 2019 and carrying a vegan lineup.[6] Earlier reporting also documents its Liberty London launch in September 2020.[3]
Reception
The brand and its products have been featured in mainstream beauty media. British Vogue profiled Holy Curls in an October 2023 roundup of Black-founded beauty brands,[7] and highlighted its Oil Serum in a December 2023 editor selection.[4] Stylist has included Holy Curls products in round-ups and reviews, such as co-wash/conditioner recommendations, a curly-hair routine feature, and a product review by Winnie Awa.[8][9][10]
Founder
Ahmed has described her background—Somalia-born, Sweden-raised, now based in London—and linked her personal hair journey to the brand’s origins in interviews with consumer and trade publications.[2][11]
See also
References
- ↑ 1.0 1.1 1.2 Salle, Kelle (28 November 2023). "The Interview: Badria Ahmed, founder Holy Curls, on the brand's inclusive approach to curls". TheIndustry.beauty. Retrieved 26 August 2025.
- ↑ 2.0 2.1 2.2 2.3 2.4 Bryant, Taylor (5 December 2022). "Holy Curls Gets A Big Bounce In US Retail Distribution". Beauty Independent. Retrieved 26 August 2025.
- ↑ 3.0 3.1 3.2 Aidin, Beatrice (30 November 2020). "After Entering Liberty London, Textured Haircare Brand Holy Curls Heads To The Detox Market". Beauty Independent. Retrieved 26 August 2025.
- ↑ 4.0 4.1 Jalloh, Twiggy (20 December 2023). "These Are The Best Hair Oils One Beauty Editor Can't Live Without". British Vogue. Retrieved 26 August 2025.
- ↑ "Why Curly Hair Brands Are Ditching The 1A–4C Hair Scale". Refinery29. 14 April 2023. Retrieved 26 August 2025.
- ↑ "HOLY CURLS — brand page". Niche Beauty. Retrieved 26 August 2025.
- ↑ Jalloh, Twiggy (20 October 2023). "20 Brilliant Black-Founded Beauty Brands To Have On Your Radar". British Vogue. Retrieved 26 August 2025.
- ↑ "Embrace your curls with these cleansing conditioners and co-washes". Stylist. Retrieved 26 August 2025.
- ↑ "A beauty expert's curly hair routine – in micro detail". Stylist. Retrieved 26 August 2025.
- ↑ "Pretty Damn Good: the product that keeps Winnie Awa's coloured hair happy and hydrated". Stylist. Retrieved 26 August 2025.
- ↑ "The Former Hijabi Balancing Curl Care And Childcare". Into The Gloss. April 2021. Retrieved 26 August 2025.
External links
- Official website
- Holy Curls at The Detox Market
- Holy Curls at Niche Beauty
References
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