Holy Curls are a London born brand, inspiring curls the world over. They use cruelty-free, naturally derived ingredients, that focus on enhancing individual hair types.
We believe that beauty is achieved inside out, and that bad hair days are a part of life. We believe that breathing makes things better, and that stretching is good for the soul. We applaud rebelliousness. We encourage curiosity. We thrive in community; girls 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 myth of the curl. Un-twirling it and showing the curl for what it really is: resilient, rebellious and pretty damn cool.
Tell us a little about your background and your role within HC
I’m Badria, the founder of Holy Curls. Before launching the brand I worked as a creative copywriter, helping brands with their tone of voice and overall communications. Writing has always been a big passion in my life and I love working with brands to help bring their vision to life.
What incentivised you to start HC?
It was my experiences with my own hair. My mum permed my hair when I was 7 years old as she had no clue how to care for it and I had no idea what my natural hair looked like until I was 22 and decided to go back to my natural state. I did the ‘big chop’ and went on a journey of self exploration and learning about the structure and composition of my curl type to understand how to care for it properly. I was also using self made mixtures in my hair as I couldn’t find products that could properly moisturise my tight curls.
As a copywriter I was helping other brands tell their story but I always had the itch to create my own. So I decided to combine my two passions – haircare and branding – and Holy Curls was born.
Have you ever done anything like this before?
No.
How do you promote and PR your business?
I work with an amazing PR company who helps me promote the brand and find new opportunities. I also talk about it to anyone who wants to listen!
What does a typical work day look like for you?
I get up around 6 AM and go for a run or do a high intensity circuit at home followed by some meditation. Sometimes that means just a few minutes of active breathing. Other days, I sit for longer. I then set my goals for the day and check off my list as I go. Standard task are packing new orders, answering emails etc. The rest all depends on what needs to be done that particular day.
What do you predict for wellness in 2019?
As we get more clued up on what’s good for us – and perhaps more importantly what isn’t – we demand more from creators. More transparency. More truth. And products that speak to us on a personal level.
What has been the hardest thing(s) about starting this latest venture? And how you’ve worked around the challenges?
Learning the ins and outs of the industry and navigating a new (and confusing) world of manufacturers, suppliers and stockists. It really has been a case of fake it til’ you make it. Just like any new situation in life though, it’s all about learning from your mistakes and doing it better next time.
What advice would you give to someone looking to start in the health and wellness industry?
Know why you’re doing what you’re doing. Know how you’re different from your competitors. Don’t just copy what everyone else is doing. Stay true to your vision.
What are your favourite brands right now?
Frank Body
Youth to the People
Oatly
What’s been your biggest achievement in life thus far?
Launching Holy Curls while having a 1 year old. Juggling business life with mama life and making it work. It’s not easy, and it makes me realise that I’m a badass superwoman!
And biggest lesson?
Patience. Things take time. Everything has its process and this can be incredibly frustrating when all you want to do is get there! Stay with the vision and it will all come together.
Who are your role models?
All the badass women out there who are making it happen!
Did you have a mentor or people you asked for advice?
The people closest to me are my mentors. My husband, sisters, best friends. They’re the ones I ask for advice on everything from colours for design or how a piece of copy sounds. They really are the ones that keep me on track.
How has what you do, changed you as a person?
I no longer take myself too seriously. Not everyone is going to like everything I do – and that’s OK.
If you could do any other job, aside from what you do now, what would it be?
I would be a writer.
What’s yet to come?
Wow. So much! We’re a young brand and there’s so much yet to come. We have new exciting product launches and collabs coming up so make sure you stay tuned.
Do you have any unconventional words of advice?
Once in a while – even if just once a year – take a step back from your business, your friends, your life. Take a (long) weekend away somewhere peaceful and quiet. Just you. Turn your phone off. Focus on only yourself. Meditate. Go for walks. Write. Read. You’ll come back with a clearer mind, more love to give, both to your business and to the people in your life.
What is your motto?
Your life is yours to live. You don’t need permission.
If money and time were no object, what would be on your to-do and to-see list?
I would spend a long period of time in buddhist monastery somewhere up in the mountains. I’ve always been a spiritual person and Buddhism has always attracted me, so having the opportunity to do this would be incredible.
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