Curls

What Curls does

Curls is a privately held, Dallas-based hair care company founded in 2002 by CEO Mahisha Dellinger, focused exclusively on products for consumers with curly, coiled, and textured hair. The company builds and markets a portfolio of botanical-ingredient product collections — Blueberry Bliss (blueberry extract), Classic Collection (botanical ingredients), Sea Moss Collection, and Poppin Pineapple (pineapple extract) — and in March 2025 extended the line with three Targeted Treatments addressing dryness, breakage, and thinning hair with clinical validation claims.

Underlying product technology centers on ingredient-driven formulation rather than software or data systems; the brand's core differentiator is its dedicated positioning in the curly/textured-hair category and its proprietary narrative around the "Blueberry Bliss" antioxidant ingredient story. The company does not disclose pricing, formulation patents, or proprietary manufacturing technology.

Curls generates revenue through one-time consumer product sales across a multi-channel retail footprint including Target, Walmart, Ulta Beauty, Sally Beauty, CVS Pharmacy, Walgreens, Rite Aid, Kroger, and a dedicated Amazon storefront. The go-to-market motion combines mass-market and specialty beauty retail placement with organic social media engagement across Facebook, Instagram, YouTube, and TikTok, supplemented by community education initiatives such as the May 2026 "Roots of Care" seminar partnership with HuMane Hair. The company is privately held with a 1-10 employee headcount, operates without disclosed external funding, and is positioned within the multicultural haircare segment of the global hair texturizer market, which is forecast to nearly double from USD 2.72 billion in 2025 to USD 5.06 billion by 2035.

Name

Curls

Website

https://curls.biz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Curls is a privately held, Dallas-based hair care company founded in 2002 that manufactures and sells botanical-ingredient product collections — including Blueberry Bliss, Sea Moss, Poppin Pineapple, and Targeted Treatments — exclusively for consumers with curly, coiled, and textured hair, distributed through Target, Walmart, Ulta, and Amazon.

Ownership category

akta.pro rank

Product category

Hair Care Products

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Curly hair care
• Textured hair products
• Botanical hair formulations
• Hair care collections
• Targeted hair treatments

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Consumer Hair Care Product Sales: Curls generates revenue through the sale of hair care products, including shampoos, conditioners, treatments, and styling products marketed for curly and textured hair. Products are sold through multiple retail channels including major national chains and Amazon.

Go-to-market motion1 record

Distribution channels9 records

Marketing channels5 records

Core offering

Curls manufactures and sells specialized hair care products designed for curly, coiled, and textured hair. The product portfolio includes four branded collections (Blueberry Bliss, Classic Collection, Sea Moss, Poppin Pineapple) formulated with botanical ingredients such as blueberry extract, sea moss, and pineapple extract, plus a newly launched line of Targeted Treatments addressing dryness, breakage, and thinning hair.

Product overview

Curls is a hair care company offering a portfolio of product collections for curly hair. The product lineup includes the Blueberry Bliss Collection (antioxidant-rich blueberry formula for restoring and conditioning curls), the Classic Collection (botanical ingredients for consistent results), the Sea Moss Collection (hydrating sea moss for curl definition and scalp balance), and the Poppin Pineapple Collection (vitamin-rich pineapple for shine and moisture). The company also recently launched a new line of Targeted Treatments designed to address specific curly hair concerns including dryness, breakage, and thinning. Products are available through major retail channels including Target, Walmart, Ulta Beauty, Sally Beauty, CVS Pharmacy, Walgreens, Rite Aid, and Kroger.

Differentiator

Problem solved

Functional benefit

Brands

• Blueberry Bliss: Formulated with blueberry extract, this collection helps to restore and condition curls
• Classic Collection
• Sea Moss
• Poppin Pineapple

Products and services

• Blueberry Bliss Collection Hair care collection formulated with blueberry extract, designed to restore and condition curls. Blueberries are rich in antioxidants that shield hair from environmental damage, preserve curl vibrancy, provide vitamins, condition, define curls, strengthen hair, and lock in moisture. Targeted at consumers with curly, coiled, or textured hair.
• Classic Collection Hair care collection formulated with botanical ingredients designed to deliver consistent results for curly hair care. Aimed at consumers seeking dependable everyday curly hair maintenance.
• Sea Moss Collection Hair care collection formulated with sea moss, known to hydrate, define curls, and encourage a balanced scalp. Targeted at consumers with curly hair seeking hydration and scalp care.
• Poppin Pineapple Collection Hair care collection formulated with vitamin-rich pineapple extract, known to enhance shine and moisture for curly hair. Designed for consumers seeking improved hair luster and hydration.
• Targeted Treatments A line of three new treatments clinically proven to address dryness, breakage, and thinning hair with fast visible results. Designed specifically for curly hair care consumers seeking targeted solutions for specific hair concerns.

Quantifiable outcome

• 3 new treatments clinically proven to deliver fast results for dryness, breakage, and thinning hair

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• HuMane HairminorStrategic or Co-development Partner · 17 May 2026HuMane Hair and Curls & Caregivers collaborated on a 'Roots of Care' seminar held on May 17, 2026 in Charlottesville, Virginia. The seminar aimed to teach parents and caregivers how to care for natural and textured hair through hands-on instruction. This partnership focuses on expanding access to hair care education for the curly and natural hair community.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• DevaCurl: DevaCurl is a leading curly hair care brand offering shampoos, conditioners, stylers, and treatments specifically formulated for wavy, curly, and coily textures. It is the most directly comparable brand to Curls given its category specialization, similar product mix, and salon/retail positioning.
• Mielle Organics: Mielle Organics is a textured hair care brand built around botanical ingredients, distributed through mass and beauty retail. It is highly comparable to Curls in target consumer (multicultural/curly), ingredient-led product positioning, and now acquired by Procter & Gamble, validating the category at scale.
• Pattern Beauty: Pattern Beauty is a curly and coily hair care brand founded by Tracee Ellis Ross with products for wash day, styling, and treatment. Directly comparable to Curls in target consumer (textured/curly hair), retail distribution through Ulta and Target, and brand-led storytelling approach.
• Carol's Daughter: Carol's Daughter is a long-standing textured and multicultural hair care brand offering cleansers, conditioners, treatments, and styling products, now under Unilever. Comparable to Curls on consumer target, product architecture, and broad retail distribution, though with significantly greater scale and parent-company backing.
• SheaMoisture: SheaMoisture is a natural/botanical-led hair and body care brand focused on curly, coily, and textured hair, now part of Unilever's Sundial portfolio. Comparable to Curls in ingredient-led positioning, curly/textured consumer targeting, and broad drug/mass distribution.
• As I Am Naturally: As I Am is a textured hair care brand offering curl-defining, moisture, and scalp care products sold through Sally Beauty and other specialty channels. Directly comparable to Curls on ingredient positioning, Sally Beauty overlap, and curly/textured consumer target.
• Camille Rose Naturals: Camille Rose is a natural hair care brand offering cleansers, conditioners, treatments, and styling products for textured hair with botanical formulations. Comparable to Curls on consumer target, ingredient storytelling, and treatment-led product architecture.
• TGIN (Thank God It's Natural): TGIN is a natural hair care brand offering moisture, treatment, and styling products for curly and textured hair, distributed through Target, Sally Beauty, and Ulta. Directly comparable to Curls on retail channel overlap, product mix, and curly/textured consumer focus.
• Design Essentials: Design Essentials is a multicultural hair care brand offering shampoos, conditioners, treatments, and styling products for textured hair, sold through Sally Beauty and professional channels. Comparable to Curls on consumer target, professional/retail dual-channel strategy, and curl-focused product portfolio.

Broad incumbents

• Moroccanoil: Moroccanoil is an established global hair care brand offering treatments, shampoos, conditioners, and stylers, with a presence in salons and Ulta/Sephora. It is broader than Curls in product and channel scope but overlaps in the treatment-led, ingredient-storied segment of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/mdellinger2
• Facebookfacebook.com/FrizzFreeCurls
• Instagraminstagram.com/curls
• TikToktiktok.com/@curlshaircare
• Xx.com/CURLShaircare
• LinkedInlinkedin.com/company/curls-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Curls