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CurlShoppe — For All Curly Hair

Naturally-Based Curly Hair Products For ALL Waves, Curls, Kinks & Coils.

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Project Description

CurlShoppe Owners


CurlShoppe is a women-owned small business based out of Toronto, Canada. It was initially founded in 2015 by Natasha Sheppard with a focus on re-selling not easily accessible curly hair products in Canada. CurlShoppe then relaunched and dropped its very own first collection of products, “Coconut Is Everything”, in 2016 after Rowan McAnoy joined CurlShoppe as Co-Founder and Partner. Since then, CurlShoppe has launched two other successful collections, “Butter’d Up” and “For Men”, with more on the way. As no two curls are the same, CurlShoppe strives to make sure they offer something for everyone regardless of their curl type or texture.


Our mission is to cater to all things CURLY by providing quality, affordable curly hair products and educating others on how to take care of their curly hair. Every curl is unique and deserves to be treated as such with products and curly hair tips curated specifically with those unique curls in mind. We believe that no curl type should be ignored or underprioritized. Regardless of one’s ethnicity, age, gender or hair texture we offer something for everyone and continue to work hard on closing any gaps we find in the curly hair market. We pride ourselves on being one of the few BIWOC-owned, Canadian brands in the market and one day plan on becoming a household name, not only in Canada but world-wide.

CurlShoppe Products



Curly and textured hair is still underrepresented on the shelves of major retailers in Canada. If you were to walk into any Shoppers Drugmart or Rexall as an example, their hair care aisles are filled with products catered to straight hair. Most of these stores also feature a very small “black” hair care section which not only underserves the curly hair market but is also no longer an accurate representation of the products a woman of colour would want for her hair.

There has been a huge cultural shift in the curly hair community, encouraging women to embrace their natural curls, coils and kinks and to no longer feel the pressure of succumbing to the beauty standards of smooth, straight hair. With this growing natural hair community, the focus is now on how to properly nourish and care for your curls as we are re-learning what it means to love them as they naturally are. The Canadian market is still yet to adapt to this shift and the need for more easily accessible curly hair products with a focus on “healthy” ingredients is still present and stronger than ever. CurlShoppe is striving to help solve this market gap by providing the naturally-based products and curly hair education that is needed.


The Campaign FAQs

Frequently Asked Questions:

  • What products should I get for my hair? Take this quick quiz to figure out what trial kits are best for you to start with!
  • Are you cruelty-free? Yes! We make all of our products in small batches ourselves and only test on our human employees :) We are currently working on getting officially certified by a cruelty free program.
  • Are your products handmade? Yes! We are still relatively "small batch" and all of our hair products are made in Canada.

Read more here!


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