Founded by Rose Ovensehi in 2017, Flora & Curl emerged from her quest for gentle, all-natural remedies for textured hair. Frustrated by the low-quality ingredients in existing products, Rose sourced nutrient-dense ingredients and crafted formulas in her mother’s kitchen. She envisioned a simplified haircare routine, believing that with the right products, achieving healthy, beautiful hair could be easy and efficient, without the need for complicated steps.