Only Curls: The Lizzie Carter Success Story

Hair-care entrepreneur, Lizzie Carter – quit her job whilst on maternity leave, – to launch Only Curls, – a cruelty-free, vegan hair-care brand for curly hair. Her start-up is already turning over £1,000,000 a year.

Only Curls provides customers with a wide range of cruelty-free, vegan, and 100% recyclable hair-care products, – packaged in paper. The range includes a hydrating curl crème, a gel, a conditioner, and a shampoo, – with their latest addition being a shampoo bar. The products are free from sulphates, silicones, and are NOT tested on animals.

Only Curls also provides silk pillowcases and scrunchies, combs, sun hats, hair clips, and a satin-lined baseball hat, which is available in 7 shades (black, washed grey, washed olive, washed burgundy, pink, sky blue, and beige).

Lizzie Carter was just 29 back in 2016, – when she launched the first product of what would go on to become the creation of her brand, Only Curls. Initially, she started out with a curly towel, – using just £500 from her own savings to fund the first sample run. 

To begin with, I was just selling the towel, but I got to the point where I thought ‘I could turn this into a business.’ I had an idea of what I wanted the hair products to be, what ingredients I wanted, how I wanted them to feel, and what I wanted them to do,” said Lizzie.

Shortly after, she launched her business on Instagram, and in no time at all, she managed to amass around 10,000 followers on social media. After coming up with the name, ‘Only Curls’ in the pub (and after discovering that the website domain was still available), Lizzie snapped it up.

When my phone buzzed with the first sale, it gave me the confidence that I was going to be able to make this work. When I started the business, I was in a one bedroom flat with my boyfriend, and we would pack orders in living room,” she said.

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Now, the former lingerie and fashion designer is clocking up a turnover of over £1,000,000 per year, – an incredibly successful outcome from her initial start-up capital of just £500. And with the business now a roaring success, Lizzie decided to quit her job. She’s just been nominated for a Vogue Beauty Award, and is proud to count the singer, Ella Eyre, – as one of her fans. 

So how did this all start?

Well. The entrepreneur ‘spent her childhood trying to tame her frizzy mop,’ and it was this experience that led her to create the very products she had searched for her whole life. And whilst she was on maternity leave, the ‘lightbulb’ moment came: Lizzie spotted a gap in the market for a new range of curly hair products.

She explained: “I have really curly hair. I’ve spent most of my years battling my curls, and trying to figure out how to make the most of them. I spend a lot of time straightening my hair, brushing my hair, and doing things that are really bad for my curls. I’ve battled with it my whole life.”

Now, with over a hundred thousand followers on social media, and a whole ARMY of satisfied reviews from happy customers, Only Curls is undeniably, – a brand to keep in mind when it comes to your curls, and your hair in general.

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