To packing orders on her kitchen table in 2016, to running one of the most well-known product brands for curly hair in the UK, Lizzie Carter’s success with Only Curls has come by leaps and bounds.
Despite still being a small, family run business, Only Curls serves curly girls globally, and has a loyal social media following that counts @melaninmichie and @yaa_asare amongst its tribe.
Here, Lizzie chats to us about curl care tips, life outside being a CEO, and why she prefers a diffuser over air drying.
Tell us a fun fact about Only Curls?
All our team have curly hair and were Only Curls customers before joining the business.
You launched your brand in 2016. How has the narrative for curly hair changed since?
We started Only Curls at a time the curly and natural hair was starting out on social media. Before that time there was very little information and products available to us curlies and there was nothing to inspire anyone to embrace their natural curls. Our goal was to change that and it’s been fun being part of the Curl community on Instagram, Facebook and TikTok and watch the curly reels and posts go from hundreds to millions and millions and see so many more people embrace their curls.
There are so many products out on the market catering to curls – not that we’re complaining. What advice would you give for streamlining a haircare routine?
We launched our Starter Pack to simplify this. It comes with full instructions of the method I would recommend to anyone starting out on a curl routine. Cleanse (shampoo) condition, crème and then gel. 4 products may sound a lot but the beauty of two leave in products means you can apply exactly the right amount of each to suit your hair.
What’s your standout Only Curls product and why?
The Hydrating Curl Crème is our best seller. Everyone that comes to our store typically says that “frizz” is their problem. This product delivers moisture and helps smooth the hair and clump curls together.
If you had to choose, team air dry or team diffuser? And what’s your reason for this?
I like diffusing. I think most of us would be waiting at least one working day for our curls to dry without it. Especially when living in the UK.
Are there any quick-tips for redefining curls without embarking on a full wash-day?
Use a misting bottle (filled with water) to hydrate the curls and help the curls clump back together. This will help reactivate the products already in your hair from wash day, but if you feel you need more scrunch in a little more Hydrating Crème and Gel to redefine and hold the curls.
When you’re not being a CEO, what does a typical day look like for you?
When it’s your own business and in the growth stage that we are, it doesn’t really stop. But it is getting easier now that our team is growing and able to problem solve without me. My days off are always spent with my kids and hanging out with friends and family.
For women starting a business, what advice would you give for marketing a brand?
Think about the physical size and the cost of the product you are making. For us, selling small items worked well as in this age of social media it was very easy to gift hundreds of influencers without eating too much budget.
Shop Only Curls
All Curl Cleanser, £16
All Curl Conditioner, £16
Cleansing Co-Wash, £16
Hydrating Curl Creme, £16
Nourishing Hair Oil, £19
Enhancing Curl Gel, £16
Starter Pack, £30
