How Only Curls' founder Lizzie Carter is revolutionising curly haircare

In this episode of Smart Beauty, we sit down with Lizzie Carter,
founder of the beloved curly hair brand Only Curls. Starting with
just £500 in savings and a vision to celebrate rather than "tame"
curly hair, Lizzie has built a thriving business that recently
launched in 390 Boots stores nationwide.


Lizzie shares her journey from hand-sewing product labels in
front of the TV to creating a passionate community of
curly-haired customers who literally help organise the brand's
retail shelves. She candidly discusses how her own experiences as
"Frizzy Lizzie" and frustrations with outdated curly hair
products inspired her to create a brand that makes people feel
positive and confident about their natural texture.


The conversation covers how Lizzie bootstrapped her way to
success without outside investment, the challenges of formulating
products for the uniquely diverse needs of curly hair, and how
social media transformed both her business and the curly hair
conversation globally. We also explore the balance between
founder visibility and community-building, sustainability
challenges for specialised hair care, and the power of authentic
marketing — including how an email mistake became their most
engaged marketing win ever.


Whether you're a beauty entrepreneur looking for inspiration, a
curly-haired person seeking solidarity, or a business owner
interested in authentic community building, this episode offers
valuable insights into creating a brand that truly understands
and celebrates its customers.


onlycurls.com