Curly hair has had a bad reputation, but Curl Up by Ahalya Ram is here to change that for Indians without burning a hole in their pockets.
GOING BACK TO THE ROOTS…
The story of how Curl Up was born goes back to the outdated narrative (& thank god for that) that straight hair is the only acceptable form of beauty, and that curly hair is unkempt or unprofessional. Although a sufficient portion of the Indian demography naturally sports curly/wavy hair, they have been conditioned into disregarding the beauty of their hair type. Instances of young girls undergoing chemical treatments to straighten out their curls/waves is rather common. Moreover, there is a serious lack of knowledge and products about how to manage and care for curls. The story was no different for Ahalya Ram the co-founder of Curl Up.
Ahalya, who holds a degree in Biotechnology and Food Science, found herself investing in a flat iron as soon as she started working in the US. She religiously straightened her curls every day for three years, irrespective of whether she was staying in or going out of her house. The heat exposure due to the incessant straightening damaged Ahalya’s hair, moreover, with motherhood on the horizon, her time for herself became a luxury. This prompted her to look out for a more feasible solution. The Curly Girl Method (CGM) popped up on her google search screen and the rest, as they say, is history.
Ahalya took note of how the Indian diaspora suffered a serious lack of knowledge of how to care for curls, and the products that were available were of foreign import. This made these products expensive and exclusive to only a niche segment of the population. Curl Up was born in 2019 to meet this void!
Curl Up curates high quality and affordable hair care products and solutions that are at par with the best international brands. Their solutions are tailored to meet the needs of the quintessential curly/wavy Indian hair.