The Holy Grail
Curly Angels was born out of love, inspired by our radiant Caribbean muse, Ellie Jones,* whose endless search for the perfect product led us to create what she couldn't find.
As a little girl, Ellie was made to feel that her natural hair was ugly, told that if she wanted to be beautiful, her curls needed to be chemically straightened or hidden. Natural hair was looked down upon and seen as a sign of poverty. So, for years, she fought her natural texture to fit in.
It was only as an adult, when she began travelling, that she met women who celebrated and embraced their natural hair. She began a journey of self-discovery, unlearning the self-hatred she had been taught.
But when she went searching for a haircare routine that truly worked for her, nothing quite fit. She needed products that genuinely celebrated her gorgeous Afro-heritage curls. She longed for products that were lightweight enough to define her curls without weighing them down, yet rich enough to deeply nourish, add slip, and detangle. As a devoted mother of two little curlies, she also wanted formulas that were gentle and safe enough to care for their delicate crowns.
Moved by her experience, we set out to create the curl care she'd been searching for.
Curly Angels was born from our love for Ellie and our belief that no one should ever feel they need to change the hair they were born with to feel beautiful. We exist to celebrate every curl, and the confidence that comes from embracing it.
*name changed to protect privacy
Celebrating all curls!
We strive to care for curly hair all over the world!
We are driven by an unshakeable belief that embracing the natural beauty of the hair you were born with is profoundly empowering - at once defying and reshaping narrow, oppressive beauty ideals.
The Curly Angels family is a community of kindred spirits, united in their mission to help angels from all walks of life to embrace the full glory of their curls.
We want to go beyond simply selling products. We want curly-haired people everywhere to understand the needs of their hair and treat it with the love it deserves.
We celebrate all curls, from the slightest wave to the tightest coil. That's why we lovingly crafted our range to care for every curl, from 2a–4c.
What goes in, what stays out?
Curly Angels is thoughtfully formulated using carefully selected botanical extracts and and high-performance actives that work in harmony with your natural curls. Every ingredient is chosen with intention to nourish, protect, hydrate, smooth, and define every curl without weighing it down.
All our ingredients are 100% vegan, and all of our plant-based ingredients are ethically sourced.
We believe what we leave out is just as important as what we put in. That's why Curly Angels is free from silicones, parabens, mineral oil, and sulphates, making every formula Curly Girl Method-friendly.
Above all, we're proudly cruelty-free. Yes, our products have been tested many times, but only by willing friends and family, never on bunnies.
Where is Curly Angels Made?
Curly Angels products are expertly formulated and manufactured within the European Union, where every stage of production is held to the highest standards.
From responsibly sourcing our ingredients to crafting our unique formulations, every Curly Angels product is 100% made in the EU.
