Creating a truly disruptive ethical haircare product
Creating a truly disruptive ethical haircare product
Creating a truly disruptive ethical haircare product
About the project
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About the project
In a world where hair straightening dominated the conversation, Only Curls was on a mission to celebrate curly hair. Having developed a curl-promoting microfibre cloth that was doing well online, they came to us with the brief to create a three-stage process that would make curls more manageable, bouncy and defined.
The Challenge
This was a challenging, technical brief that really played to our strengths. There’s a technicality to creating long-lasting curls as part of a haircare regime. The range had to be natural, there could be no sulphates, silicones or parabens, and the product was to be enriched with botanical extracts. We used our expertise in haircare to create four distinct products: a cleanser, conditioner, curl cream and gel.
How we made it possible
Only Curls has been on an exciting journey – from packing boxes on their kitchen floor, to storing their product in distribution warehouses. Today, you only need to do a quick Google search to see that their products are incredibly popular. They don’t need retailers, as they’ve developed such a cult following that they’re nearly always out of stock.
