This 12 months has seen an increase in girls embracing their pure hair in a proud, unapologetic method. As Yara Shahidi mentioned at the beginning of the 12 months: “We (My hair and I) are taking over more room as we enter 2020”.
In flip, manufacturers that provide hard-working, pure merchandise for curly hair sorts have seen a lift in reputation. However none have gathered a cult following as shortly as Olew, who noticed their orders triple throughout lockdown.
Olew was launched by Elinor Davies-Farn – who ditched the straighteners in 2012 after years of battling in opposition to her pure curls below stress to adapt – after she could not discover pure curl merchandise that labored successfully and with out chemical substances. So, with simply £100, Elinor arrange Olew (Welsh for ‘oil’) from her kitchen sink in Leyton, east London, with a mission to boost and outline curls utilizing solely pure elements that would not be detrimental to twist well being.
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Quick ahead to now, and Olew’s ‘Curl Cream’ sells two each 30 seconds, with a 120% enhance in September alone.
Why? The ‘Curl Cream’ makes use of a moisture-rich mix of jojoba, aloe and avocado to deeply nourish curly hair textures whereas smoothing out frizz, defending in opposition to injury and defining the pure curl sample. It is a 100% pure, vegan dose of moisture, physique and shine. There is not any greasy residue, hair is not left ‘heavy’ or flattened and it has detangling and anti-static properties, too.
Mainly, it is a miracle cream for the curly group.
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Unsurprising then that the product has amassed solely five-star critiques on Olew’s web site, with glowing suggestions akin to: ‘Love this curl cream, it’s the most effective for outlining my curls and taming the frizz! I’ve seen my hair feels a lot more healthy after utilizing this and I’ve been leaving my hair in its pure curly state much more’.
Clients are additionally praising the model’s eco credentials, with one commenting: ‘This product actually does assist to assist my beforehand limp, wavy hair to turn into extra bouncy and curly. I like the pure perfume and elements. Additionally I can reuse or recycle the glass jar as soon as I’ve completed, so it impacts much less on the setting than plastic packaging. I can extremely suggest curl cream’.
The Olew Curl Cream is out there on olew.cymru for £14.50.