The founder started CurlyEllie because she believes that "no more tears" should mean exactly that, for everyone with even the most curly hair.
Her motivation was the heart break of seeing her 2 year old daughter (CurlyEllie herself) wincing as she pulled the comb through her forest of curls each night. Her curls were so beautiful but so difficult and upsetting (for us both!) to manage. She turned to friends, family and social media to find the answer. She would routinely stop other parents of curly haired children and ask for advice on hair care. The only consistent theme in the responses she got was that nobody was that happy with the products they were using. This led her to develop the CurlyEllie Hair Collection.
As well as a product that worked, she needed products that were as kind and as natural as possible, due to the eczema and allergies that Ellie suffered as a baby.