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Key people at CURLSMITH.
CURLSMITH is a New York, United States-based haircare brand that develops and manufactures vegan, cruelty-free personal care products specifically formulated for curly, coily, and wavy hair types. The company distributes its shampoos, conditioners, and styling treatments through a direct-to-consumer platform and major retail partnerships, notably serving as the number one curly care brand at Ulta Beauty. Operating with fewer than 25 employees, the business generated under $5 million in revenue prior to its corporate acquisition. After securing Series A funding led by BFG Partners, the enterprise was acquired by the multinational consumer products corporation Helen of Troy in April 2022 to expand its global distribution capabilities. In August 2025, the brand reorganized its product ranges and launched a comprehensive brand refresh campaign to streamline the consumer shopping experience. CURLSMITH was originally founded in 2018 by Michal Berski.
Key people at CURLSMITH.
Curlsmith is a prestige haircare brand specializing in clean, vegan products for wavy, curly, and coily hair, founded in 2017 (or 2018 per some sources) by sisters Michal and Kate Berski in the UK.[1][2][3][5] It originated as an online community sharing textured hair tips, evolving into a product line co-created with users, trichologists, and stylists—featuring shampoos, conditioners, stylers, and supplements free from sulfates, parabens, silicones, and other irritants.[1][2][4][5][6] The brand serves curlies worldwide via curlsmith.com, Ulta Beauty, and partners, solving the problem of ineffective, non-specialized hair products with curl-specific, "Curly Girl Friendly" formulas that boost confidence—95% of users report happier curls.[2][4][5] Acquired by Helen of Troy in April 2022 for $150 million, it became their most profitable beauty brand with $40-42 million in 2022 sales, showing strong growth in the prestige textured haircare market.[1][3][6]
Curlsmith began as an Instagram and YouTube community where people with textured hair exchanged tips, recipes, and frustrations over mainstream products not suited for curls, waves, or coils.[1][2][5] Sisters Michal Berski (founder and CEO) and Kate Berski, leveraging their expertise, transformed this into a brand in 2017, launching products in 2018 after community demand for professional-grade, clean formulas.[1][2][3][5][6] Early traction came from real-user testing, awards (Marie Claire, Naturally Curly, Grazia), and features in Vogue, Glamour, and Forbes, building a global following.[2] A pivotal moment was the 2022 acquisition by Helen of Troy, which preserved the team, values, and products while scaling distribution—initially UK-based with London offices, now headquartered in New York.[1][3][4][6] In August 2025, they refreshed packaging and simplified ranges based on feedback, removing EDTA and updating preservatives without changing core formulas.[4][7]
Curlsmith rides the explosive growth of the textured haircare market, fueled by the curl confidence movement, clean beauty trends, and direct-to-consumer (DTC) brands prioritizing inclusivity over one-size-fits-all products.[1][2][3][6] Timing aligns with rising demand for prestige, vegan haircare—its 2022 sales hit $40-42 million amid a booming DTC beauty sector (non-food), where community-led brands outperform traditional ones.[3][6] Market forces like social media amplification (Instagram/YouTube origins), e-commerce scalability, and post-pandemic focus on self-care favor it, especially as Ulta and global retailers expand curly hair aisles.[2][4] As part of Helen of Troy's portfolio, it influences the ecosystem by elevating indie brands, setting standards for ethical formulations, and educating on curl techniques—shaping a more diverse beauty industry.[4][6]
Curlsmith's acquisition turbocharged its scale while retaining indie ethos, positioning it for dominance in the $multi-billion textured hair segment amid clean beauty's ascent.[6] Next steps include leveraging the 2025 refresh for broader accessibility, potential expansions into hair growth tools or international markets, and deeper Helen of Troy synergies for innovation.[4][7] Trends like AI-personalized haircare, sustainability mandates, and Gen Z's curl advocacy will propel it, potentially evolving influence through community tech integrations or prestige partnerships. From a scrappy online forum to acquisition crown jewel, Curlsmith exemplifies how user passion fuels beauty disruption.[1][5]
