The Company – The Founder – The Vision
How it all began
CURLS was founded in 2002 in Elk Grove, California by CEO, Mahisha Dellinger. Now greatly expanded, CURLS continues to maintain the highest standards for quality ingredients and product dependability. Dellinger collaborated with leading cosmetic experts to develop CURLS. Her intense desire to create a remarkable line for a growing, yet overlooked audience, coupled with an extensive chemistry background proved to be a winning combination. CURLS’ exceptional CEO remains committed to carefully upholding the principles of quality and integrity that define the company.
A Coveted Industry Leader
During the last decade, CURLS has emerged as a leader in the natural hair care industry. Continued development of new products has further established its unique formulation of certified organic ingredients which are distinctive of the CURLS brand.
Discerning celebrity consumers like Halle Berry, Alicia Keys, Nia Long, Tia Mowry, Chili of the Grammy award wining R&B group, TLC, Blair Underwood, Ashanti, Yvette Nicole Brown, and Echo Kellum seek out the superior quality and natural components of CURLS products.
The CURLS Reach
CURLS’ distribution strategy is multi-channel. Curls products can be found nationwide in Target, Sally’s Beauty Supply, Rite Aid, CVS and Duane Reed. CURLS will also partner with retail giant, Wal-Mart in March 2013. Beyond the company’s vast retailers, CURLS has also built a strong presence with over thousands salon retailers and boutiques across the United States. Products are also sold through CURLS’ on-line store at www.CURLS.biz.
Looking Towards The Future
While CURLS continues to be one of the best recognized natural hair care brands in North America, its long-term strategic plan is to increase awareness among multi-ethnic consumers around the world. With the company’s nationwide launch in Wal-Mart, creative branding and marketing initiatives, and a team of innovative minds, CURLS is geared for significant future growth and increased product awareness.