What BOUCLÈME does

BOUCLÈME is an independent, UK-domiciled direct-to-consumer natural haircare brand that develops and sells plant-powered formulations exclusively for curly, wavy and coily hair. The product range is built as an integrated system across four functional layers — cleansing (Hydrating Hair Cleanser, Curl Cleanser), conditioning (Curl Conditioner), styling (Curl Cream, Curl Defining Gel, Super Hold Styler, Super Volumising Foam, Seal + Shield Curl Cream) and treatments (Intensive Moisture Treatment, Protein Booster, Revive 5 Hair Oil, Curl Defence Spray) — supported by accessories and curated 30-day routine kits segmented by curl type. Formulations are positioned at 97–99% natural, free from sulphates, silicones, parabens and mineral oils, with proprietary plant-based blends (virgin coconut, argan, moringa, babassu, linseed). The Curl Defining Gel and Super Hold Styler employ a "gel cast" styling architecture that creates a dry cast scrunched out for defined, flake-free hold.

The company operates a Shopify-based DTC commerce model with regional storefronts for the UK/Global (boucleme.co.uk), the US (boucleme.us) and the EU, supplemented by third-party retail partnerships with lookfantastic, naturisimo and bluemercury, plus Amazon Marketplace and a dedicated wholesale portal (wholesale.boucleme.co.uk) for salon and trade accounts. Pricing spans £17–£72 per SKU with a Subscribe & Save subscription offering 15% recurring savings and a tiered Strong Curls Club loyalty programme (Inspired, Confident, Empowered). Fulfilment runs through a UK warehouse in Northampton and an EU warehouse in Kąty Wrocławskie, Poland. Distribution is augmented by an educational content layer (Curl Profile Quiz, masterclass video series, blog tutorials) and an influencer/referral programme using the #curlcommunity hashtag. The brand is founder-led by Michele Scott-Lynch, Black female-owned, certified cruelty-free, carbon-neutral in manufacturing and has not raised external equity.

Name

BOUCLÈME

Legal name

Bouclème

Website

https://boucleme.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

BOUCLÈME is an independent UK-based direct-to-consumer brand that develops and sells plant-powered, 97–99% natural haircare products exclusively for curly, wavy and coily hair, distributed via owned DTC storefronts, third-party retailers, a wholesale portal and Amazon.

Ownership category

akta.pro rank

Product category

Curly Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF)

Keywords

• Curly haircare
• Natural hair products
• Curl defining gel
• Vegan haircare
• Coily hair routine

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via boucleme.co.uk and regional stores. Products include shampoos, conditioners, stylers, treatments, tools and kits sold at various price points (£17-£72 per item).
2. Subscription (Subscribe & Save): Recurring subscription model offering 15% discount on regular orders. Customers can set up automatic deliveries on their preferred schedule.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

BOUCLÈME manufactures and sells a complete system of plant-powered haircare products (cleansers, conditioners, stylers, treatments, and accessories) formulated specifically for curly, wavy, and coily hair. The portfolio is complemented by curated routine kits, educational tools (curl profiling quiz, video masterclasses), a Subscribe & Save subscription programme, and the Strong Curls Club loyalty programme, all sold direct-to-consumer with select third-party retail and wholesale distribution.

Product overview

BOUCLÈME is a direct-to-consumer natural haircare brand specialising exclusively in products for curly, wavy, and coily hair. The product portfolio is structured as a unified system of complementary haircare offerings rather than standalone products. The core range spans four main categories: Cleansing (Hydrating Hair Cleanser, Curl Cleanser), Conditioning (Curl Conditioner), Styling (Curl Cream, Curl Defining Gel, Super Hold Styler, Super Volumising Foam, Seal + Shield Curl Cream), and Treatments (Intensive Moisture Treatment, Protein Booster, Revive 5 Hair Oil, Curl Defence Spray). Accessories include the Curl Towel, Silk Envelope Pillowcase, Detangling Wet Brush, and Mist Spray Bottle. Curated Kits bundle products into purpose-built routines: the Starter Kit for beginners, and 30-day programmes (Waves Routine, Curls Routine, Coils Routine) for targeted curl type care. Services include a Curl Quiz for personalised recommendations, educational Video Tutorials and Masterclasses, a Subscribe & Save programme (15% savings), and the Strong Curls Club loyalty programme with tiered rewards. The brand is independent, Black female-led, and certified cruelty-free with products over 97% plant-powered.

Differentiator

Problem solved

Functional benefit

Products and services

• Starter Kit A curated introductory bundle containing four essential products (Hydrating Hair Cleanser, Curl Conditioner, Curl Cream, and Curl Defining Gel in 100ml sizes) designed for new users to begin a complete curl care routine.
• Curls Routine A 30-day kit containing products needed to clarify, condition, and create definition for curly hair, including full-size versions of core styling products for ongoing use.
• Waves Routine A 30-day kit containing everything needed to clarify, condition, and create hold for wavy hair, formulated for waves and loose curls that need moisture without being weighed down.
• Coils Routine A moisture-rich kit containing products to amplify coils and create bouncy, juicy definition, with everything needed for coily hair care.
• Hydrating Hair Cleanser A low-foaming, sulphate-free shampoo ideal for fine hair and oily scalps that gently cleanses away dirt and buildup without drying out curls.
• Curl Cleanser A gentle, non-foaming cream co-wash that cleanses without stripping away moisture, ideal for dry curls as both a cleanser and conditioner.
• Curl Conditioner A moisturising, lightweight conditioner designed to quench curls, coils, and waves, recently upgraded with enhanced detangling powers while maintaining a lightweight formula to soften strands, enhance definition, and increase shine.
• Curl Cream An ultra nourishing leave-in conditioner and styler that offers unrivalled moisture for velvety, bouncy, and perfectly defined curls, voted Best Curl Defining Product in the Beauty Bible Awards 2023.
• Curl Defining Gel The brand's best-selling moisturising medium-hold gel that defines curls with no flaking or stickiness, featuring a serum-like consistency that creates a soft cast around curls as they dry, awarded Bronze Best Curls Styling Product in the Beauty Bible Awards 2023.
• Super Hold Styler A strong-hold styler providing exceptional hold and definition from wash day to wash day, designed as an alternative to Curl Defining Gel for those requiring stronger hold.
• Super Volumising Foam A lightweight foam for curls or waves that go flat, providing exceptional hold and definition from wash day to wash day.
• Seal + Shield Curl Cream A lightweight glycerin-free leave-in cream for smooth and defined curls, designed to nourish curls, seal in moisture, and smooth frizz in humid weather.
• Curl Defence Spray A lightweight protective mist that shields curls from UV stress, heat styling, and environmental stressors while boosting softness and shine, featuring a 99% natural formula with organic aloe vera, betaine from sugar beet, and mushroom extract for thermal protection.
• Intensive Moisture Treatment A powerful, award-winning deep conditioning treatment designed to strengthen and redefine curls, providing intense hydration for damaged or particularly dry hair.
• Protein Booster A protein treatment to strengthen and add resilience to curls, helping repair damage and maintain curl structure.
• Revive 5 Hair Oil A nutrient-rich, lightweight oil that conditions and protects hair against heat styling, UV stress, and humidity, containing five oils including moringa, daikon seed, and olive, with 20p per bottle donated to Malaika, a non-profit empowering girls in the Democratic Republic of Congo.
• Summer Curl Protection Duo A summer-specific bundle combining Seal + Shield Curl Cream (300ml) and Curl Defence Spray (200ml) to shield curls from UV rays, heat, humidity, and frizz while keeping them soft, hydrated, and defined.
• Curl Towel A super soft towel made from organic cotton and bamboo that enhances curl formation when drying hair.
• Silk Envelope Pillowcase A pillowcase made from the highest quality 100% mulberry silk with a thickness of 22 momme, helping maintain curl definition and reducing friction during sleep.
• Detangling Wet Brush A brush designed for detangling wet curls without causing breakage or disrupting curl pattern.
• Mist Spray Bottle (Flairosol) A spray bottle for applying products and refreshing curls between wash days.
• Subscribe & Save A subscription programme offering 15% savings on regular orders, allowing customers to set automated delivery schedules with no obligation and the ability to modify or cancel anytime.

Quantifiable outcome

• Products last approximately 30 uses per 300ml bottle
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• MalaikacoreOthersBouclème donates 20p of every Revive 5 Hair Oil bottle sale to Malaika, a non-profit organisation dedicated to empowering girls through education in the Democratic Republic of Congo. This charitable partnership supports community impact initiatives.
• lookfantasticminorChannel Partner/ Reseller/ DistributorOnline beauty retailer partnership for expanded product distribution to UK and international customers.
• bluemercuryminorChannel Partner/ Reseller/ DistributorUS luxury beauty retailer partnership for physical storefront distribution in the United States.
• naturisimominorChannel Partner/ Reseller/ DistributorUK-based online beauty retailer partner for curl care product distribution.
• Tree Nation / Environmental InitiativeminorOthersFor every regular size bottle sold, Bouclème plants one tree. Environmental partnership supporting reforestation efforts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DevaCurl: DevaCurl is a leading direct-to-consumer and salon-distributed brand specializing in curly, wavy, and coily haircare with a comparable product system (cleansers, conditioners, stylers, treatments). Closely aligned with Bouclème on target customer, product architecture, and DTC-plus-professional distribution model.
• Pattern Beauty: Pattern Beauty, founded by Tracee Ellis Ross, is a direct-to-consumer curly and coily haircare brand sold through Sephora and its own site. Highly comparable to Bouclème on DTC-first textured-hair positioning, premium pricing, and celebrity/founder-led brand narrative.
• Mielle Organics: Mielle Organics is a fast-growing natural haircare brand targeting textured hair with strong social media community presence and retail expansion into Target and Sally Beauty. Comparable to Bouclème on ingredient-led positioning and curly-hair customer base, though positioned at lower price points.
• Kinky-Curly: Kinky-Curly is an independent, natural-ingredient curly-hair brand with a loyal community following and direct-to-consumer sales. Closely comparable to Bouclème on independent structure, natural formulations, and specialty textured-hair focus.
• As I Am: As I Am is a curly and coily haircare brand founded by chemist Dr. Ali N. Syed, with products sold through beauty supply stores and DTC. Comparable to Bouclème on textured-hair specialization and product efficacy focus, with a science-led rather than nature-led formulation narrative.
• Camille Rose: Camille Rose is a natural-ingredient haircare brand with strong textured-hair positioning and natural formulation ethos. Comparable to Bouclème on plant-based ingredients, curl/wave/coil customer focus, and DTC-led distribution with selective retail partnerships.

Broad incumbents

• SheaMoisture: SheaMoisture (owned by Unilever) is a broad-line natural haircare and body care brand with deep textured-hair positioning and mass-market distribution. Comparable to Bouclème on natural-ingredient ethos and textured-hair customer base, but with significantly larger scale and broader product portfolio.
• Cantu Beauty: Cantu Beauty (PDC Brands) is a mass-market haircare brand with a strong textured-hair assortment sold in drugstores, mass retailers, and salons. Comparable on curly/wavy/coily hair focus but operates at significantly lower price points with broader distribution.
• Carol's Daughter: Carol's Daughter (founded by Lisa Price, now owned by L'Oréal) is a textured-hair haircare and body care brand sold through mass retail. Comparable on founder-led Black-women-targeted positioning and natural-ingredient formulations, but with corporate backing and broader distribution.

Emerging players

• Innersense Organic Beauty: Innersense Organic Beauty is a clean-beauty, non-toxic haircare brand sold through salons and DTC. Comparable to Bouclème on clean/natural ingredient positioning and professional-plus-DTC distribution, but with a broader hair-type target audience beyond strictly textured hair.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/boucleme
• Facebookfacebook.com/boucleme
• Instagraminstagram.com/boucleme
• TikToktiktok.com/@boucleme
• Pinterestpinterest.co.uk/boucleme
• Xx.com/Boucleme

Compliance3 records

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 BOUCLÈME