When and why did you launch CurlyEllie?
The CurlyEllie story started over a decade in the past, when as first-time mum I used to be dragged into the world of childhood eczema, allergy symptoms and delicate pores and skin by my darling son, Aidan.
I believed I had just about nailed our household’s vegan food plan, life-style and all of the pure potions and lotions to appease Aidan’s sore pores and skin. Then got here Ellie!
With a shock of curls, allergy symptoms and delicate pores and skin, my go-to care routines struggled to fulfill her wants and conventional merchandise like tea tree oil triggered allergic reactions.
Even worse, what labored on her pores and skin triggered tears at haircare time and what labored for her hair triggered much more tears due her response to the components.
With a sore-skinned, frizzy, tangled-haired and grumpy Ellie, I set about researching the pure and pure components that would soothe her scalp, self-discipline her frizz and put a smile on her face.
Together, we experimented with components, haircare routines and studying about texture, situation and methods to nourish her tresses and gloss her curls.
Ellie’s favorite vegetable is broccoli. We found that combos of plant merchandise reminiscent of broccoli seed oil, quinoa and babassu oil introduced unbelievable advantages. They don’t simply gently clear her hair and calm her scalp, however really make taking care of her curls a pleasure for us each.
Our relentless seek for pure, vegan merchandise to appease Ellie’s pores and skin, nourish and hydrate her curls and make our hair care time collectively simple, fast and enjoyable grew to become our joint mission.
This continues to be on the core of every little thing we do.
How tough was it to make your merchandise vegan?
Choosing vegan was a pure selection.
I rigorously sourced every particular person ingredient. I knew they needed to be efficient in giving Ellie wonderful curls however wouldn’t irritate her allergy symptoms. One of her allergy symptoms was to dairy.
As a consequence, our diligence in sourcing has all the time been second to none, and that is one thing I’m pleased with.
Ellie’s allergy symptoms meant that the purity of our components was paramount, and this continues to be a guideline for CurlyEllie as we speak.
Additionally, caring for our planet is as vital to me as caring for Ellie’s curls. Vegan means much less influence on the planet and a extra sustainable, pure and moral strategy to product improvement.
What was the event course of to your vary?
Our improvement began with discovering the correct components that had been sort to hair, pores and skin and the planet in addition to nourishing and efficient at caring for curls and scalp.
During our product improvement, testing product combos grew to become a daily pastime. Ellie’s response to every mixture was a key consider deciding to proceed a mix or scrap it and begin over again.
After every product combine, I’d strive it on Ellie and anticipate her response. ‘Thumbs up’ or ‘thumbs down’ grew to become a well-known recreation at residence.
Over the years, we now have had virtually 100 ‘thumbs down’, however the CurlyEllie assortment that you just see now are the ‘thumbs up’.
Finding the correct perfume was a giant problem for our product improvement course of. Fragrance sensitivity is such an enormous concern for thus many adults and youngsters with allergy symptoms. We had a custom-created, allergen-free perfume made for the gathering.