In an exclusive interaction, Simran Sainani, Founder & CEO of Curl Care, shares her inspiring journey of creating India’s first dedicated curly hair brand. Driven by personal struggles with finding suitable hair care products, she transformed her passion into a thriving homegrown business that celebrates natural curls.
From formulating innovative, cruelty-free products to building an inclusive community, Simran discusses the challenges of pioneering a niche brand in India’s beauty industry and how Curl Care is empowering individuals to embrace their natural hair with confidence.
1. What inspired you to create Curl Care, and how has your personal journey with curly hair shaped the brand’s vision and product offerings?
Curl Care was born out of my personal struggle with finding the right hair care products for curly and wavy hair in India. Growing up, I often found myself battling frizz and dryness, with limited options in the market that truly catered to the needs of curly hair. This frustration led me to research and experiment with different ingredients, ultimately realizing the need for a dedicated homegrown brand that understands and celebrates natural curls.
The vision behind Curl Care is simple yet powerful: to help individuals embrace their natural hair without the need for excessive styling or harmful chemicals. Every product in our lineup is formulated with carefully selected ingredients that nourish, hydrate, and define curls, ensuring they remain healthy and manageable. Our goal is to make curly hair care effortless while building a community that takes pride in their natural beauty.
2. Curl Care is known for its innovative and cruelty-free formulas. Can you share some insights into the research and development process behind your products?
At Curl Care, our R&D process is deeply rooted in understanding the science of curls and their unique needs. We collaborate with haircare experts, dermatologists, and formulators to create products that are effective yet gentle. Every ingredient we use is carefully selected to provide maximum hydration, frizz control, and curl definition without any sulfates, silicones, or parabens.
We also engage with our community to get direct feedback, ensuring our formulations address real concerns faced by people with curly and wavy hair. Each product undergoes multiple rounds of testing to perfect its efficacy and safety. Sustainability is another key aspect—we prioritize ethically sourced ingredients and ensure all our products are cruelty-free. This dedication to quality and innovation allows us to bring effective, results-driven solutions to the curly-haired community.
3. How does Curl Care empower its customers to embrace their natural curls, and what role does community engagement play in your brand’s success?
One of our core missions at Curl Care is to inspire confidence in individuals with curly and wavy hair. For too long, beauty standards have favored straight hair, making many feel the need to alter their natural texture. We challenge this norm by providing products that enhance and nourish curls, making them easy to manage and style naturally.
Beyond products, we’ve built a strong community that educates and supports people on their curly hair journey. Through social media, workshops, and salon partnerships, we share styling tips, hair care routines, and expert advice. Our community engagement goes beyond just selling products—it’s about fostering self-love and inclusivity. By creating a space where people can share their experiences and learn from one another, we’ve built a brand that truly understands and supports its customers.
4. What challenges did you face while building a niche brand in the Indian beauty market, and what advice would you give to aspiring entrepreneurs in the industry?
Building a niche brand in India’s beauty industry came with its own set of challenges. When we launched Curl Care, awareness about curly hair care was still in its early stages. Most consumers were accustomed to mainstream hair products that weren’t designed for curls, so educating them about the right hair care practices was crucial.
Another challenge was finding the right formulation and ensuring that our products met the diverse needs of Indian hair textures and weather conditions. It took extensive research and trials to get the perfect balance of hydration, nourishment, and styling. Additionally, as a homegrown brand, competing with established global names required strategic marketing and community-building efforts.
For aspiring entrepreneurs, my advice would be to stay authentic and patient. Identify a gap in the market and focus on solving real problems for your customers. Building a niche brand takes time, but if you remain dedicated to quality, education, and customer engagement, success will follow. Most importantly, listen to your customers—they are your biggest advocates and will help shape your brand’s journey.
