Happy Birthday, Free Curls! How It All Started

Hi, I'm Glaucia - the co-founder of Free Curls!

Today is the first birthday of Free Curls. It seems like the perfect time to introduce myself and share a little of our origin story with you.

You might be wondering why you haven’t heard from me in the last year. It’s because Free Curls isn’t about me, it’s about our community. I want Free Curls to be about our community of curly girls who are all going through the same struggles.

The Story of How Free Curls Began

Although Free Curls was launched in 2020, the idea came to life a year earlier.

The Free Curls idea was born in 2019 when I unexpectedly ran out of my curly hair products. I couldn’t get my hands on my tried-and-tested products, which meant I had to find other alternatives. I started to try out supermarket brands and even experimented with making my own flaxseed gel.

At the start of this journey, I never thought of creating my own haircare brand.

My original idea was to import international brands – the same ones that I knew and loved. I set off to find the best brands to stock, buying products online and conducting my own market research. It was during this process that I noticed something.

How wasteful our haircare routines are.

If you look into your bathroom cabinet, there are probably dozens of unfinished plastic bottles sitting gathering dust. Once they’re done or hit their use-by date, these bottles end up in the trash.

After a little research, I found out that the beauty industry is one of the largest producers of plastic waste. In New Zealand, our plastic waste isn’t just damaging our own ecosystems. New Zealand exports its trash, meaning that our plastic shampoo bottles aren’t just damaging our oceans, they’re polluting the ecosystems of other countries as well.

Halfway through this journey, I decided I wanted to make a change. With the support and encouragement of my friends and my partner, I set out on a new mission. Instead of becoming a stockist of international brands, I was going to create my own products. That’s when all the fun began!


Why Free Curls?

Free Curls was born out of a desire to create a product that reflected what I wanted for my hair. A product that would work for my routine and for girls like me. I wanted the freedom to choose products that were free from harmful ingredients, such as silicones and sulphates.

I wanted to free my curls. That’s why Free Curls is 97% natural with a vegan formula and a low waste ethos with recyclable packaging.

Running any business has its challenge – especially when you’re balancing it with a full-time job. But the rewards make every challenge worth it.

Every email, review, and order makes my day and gives me the confidence that Free Curls is on the right track. When you support a small business like Free Curls, you’re helping someone’s dream come true.

Thank you for being a part of the Free Curls community. We are excited to be taking Free Curls into its second year, and we have exciting announcements and new products right around the corner.

Do you want to get all the exclusive news first? Sign up for our newsletter and follow us on Instagram.

I’m so happy you’re a part of this journey, and I can’t wait to see where Free Curls goes next.


Love Glaucia

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