British haircare start-up, Only Curls, is marking an exciting milestone by launching into Boots, one of the UK’s leading health and beauty retailers. Officially launching on February 17th, the brand will be available both online and in 389 Boots stores across the UK and Ireland, making it its first major high-street retail listing.
Founded in 2016 by Lizzie Carter and Hugo Lewis, Only Curls offers a range of vegan-friendly and cruelty-free products, including cleansing and conditioning solutions, styling products, accessories, and tools, specifically designed to meet the unique needs of curly hair.
Lizzie Carter expressed her excitement about the collaboration with Boots, highlighting that it has been a long-term goal for the company. “To partner with Boots is a pivotal moment for the brand, and we’re still pinching ourselves! It’s something that we have been working towards since launching. Boots is where our customers shop – and it was our number 1 store requested by our customers”. The partnership with Boots not only satisfies customer demand but also aligns with the values of the brand, offering greater accessibility to customers across the UK.
The journey of Only Curls began with Lizzie’s personal experience of struggling to find a special towel for her hair’s specific needs. Investing £500 to get the business started saw the launch of the Microfibre Hair Towel. Lizzie’s ambition to change the conversation around curly hair care grew stronger over the years, as she noticed that the market for curl-specific products remained stagnant. “During the 2000s, the emphasis on ‘smooth, sleek hair’ had pushed us towards straighteners, leaving curl care neglected,” Lizzie explained. “By 2016, many of the products I was using were the same outdated formulas in the same packaging I’d been purchasing 20 years earlier. It became clear that things needed to change, and I felt driven to start a new conversation around embracing and nurturing curls.”
Customers can shop the full range of Only Curls products at Boots stores and online at Boots.com. This partnership marks a major step forward for the brand, which continues to cater to the growing demand for curl-specific care and champion the beauty of natural curls.
