We’re inclusive by nature. Open to everything, but true to ourselves.
We tell stories worth sharing - love stories, soul stories, real stories, because life is more than just hair.
We vibe best in nature, so naturally, we use ingredients that are natural or naturally derived and never tested on bunnies.
We believe that beauty is achieved inside out and that bad hair days is a part of life. We believe that breathing makes things better and that stretching is good for the soul. We encourage curiosity. We thrive in community; sharing stories and inspiring each other, that’s what it’s all about.
We’re on a mission and the mission is simple:
Undoing the myths of the curl.
Untwirling it and showing
the curl for what it truly is.
Resilient, rebellious and pretty damn cool.
Badria was born in Somalia and raised in Sweden by her Somali/Yemeni parents. Growing up in Sweden with no hair products suitable for her glorious Afro, she cheekily convinced her mom to give her a straight look (aka a chemical relaxer) at the age of seven. Little did she know, this set the stage for a long and twisty love story with her hair.
In her Swedish community, her friends and sisters were flaunting looser-textured hair, which was labeled as "good hair." And to add some spice to the plot, she came from a family of devout Muslims and started wearing a hijab at just five years old.
Teenage years brought about a revelation - the hijab didn't align with her personal path. So, she packed her bags and set off on a global quest for self-discovery.
During her travels, she rekindled her bond with her hair, boldly chopping it all off to embrace her natural curls. With her hair now flaunting its former curly glory, Badria started experimenting with natural ingredients sourced from her global pit stops.
Out of this personal adventure, Holy Curls was born. Badria settled in London and launched the brand in 2019, infused with the natural ingredients she stumbled upon during her travels. Think African baobab oil, the superstar in the Holy Curls lineup, Cupuacu butter from Amazonia, and Indian Aloe Vera, all rooted in traditional health and beauty rituals.
The compass in the Holy Curls logo? It's a nod to Badria's worldwide escapades, a reminder to stay true to your unique journey and authentic self. So, in a world where hair tales can be intricate and personal, Badria's is a story we can all relate to.