Curlsmith Launches "It's a Curl's World" Campaign: A New Era of Confidence, Community, and Curl Empowerment

NEW YORK, Sept. 2, 2025 /PRNewswire/ -- Curlsmith, the leading curl care brand trusted by millions of curlies worldwide, is proud to unveil its latest campaign and brand refresh: "It's a Curl's World." More than just a tagline and visual update, this open invitation for everyone with waves, curls, coils, and kinks to celebrate their natural hair with renewed confidence, clarity, and community.

95% of curlies report feeling happier with their curls after using Curlsmith*—and now the brand is making it even easier for users to unleash their curls and unlock their confidence.

New Look, Same Love:

• "It's a Curl's World" introduces a fresh visual identity while staying true to what matters most: the same clean, high-performance formulas curlies already know and trust.
• Curlsmith has simplified the routine based on consumer feedback focusing on a 4 step method that makes it easier to shop and achieve the desired results for effortless styling. Pick your essential wash routine based on your needs (moisture, anti-frizz, strength or volume), starting with Step 1: Shampoo, Step 2: Conditioner and Step 3: Leave-In to get the right foundation for your curls and follow with your styler of choice, now classified based on preference of hold level or format; cream, mousse, gel or spray. And finally if you need that little bit of extra love, there is a comprehensive treatment range for specific needs.

"This packaging and range refresh was an answer to feedback we received from our curl community. Following our launch in 2018, we had rapid growth and built significant innovation which resulted in us having lots of ranges which were getting complicated to shop," says Vicky Metcalfe, Curlsmith Senior Marketing Director. "You shouldn't need a PhD to figure out your curl routine, so we wanted to make things simpler for everyone with any type of curl, coil or wave, to enjoy their curls and unleash their curl confidence. And as a celebration of the journey that curlies go on, to be happy with their curls, we launched 'It's a Curl's World' campaign. We want to hear from the community about their journey, whether it's at the start and you're still confused, or a curl champ, nailing it, we're here to help you at Curlsmith."

Your Curls, Your Way — Made Simpler:

• At the heart of the campaign is a newly reimagined website experience—designed to guide, inspire, and educate curlies at every step of their hair journey.
• Website Highlights:
  • Products listed by Wash Day routine
  • Educational content and Wash Day guidance tailored by hair type.
  • How-to videos, blog features, and image-led navigation by curl pattern.
  • The Curl Quiz, for those unsure where to start, offers personalized recommendations.
  • Build-your-own custom routine to match your curl needs.

As part of the brand refresh and adding to the curl product portfolio, Curlsmith proudly introduces two breakthrough formulas that elevate styling and hydration like never before.

• Awestruck Definition Cream ($32) The lightness of a cream with the performance of a gel. This is the ultimate lightweight sculpting styling cream that absorbs effortlessly with medium hold. It hydrates, fights frizz, even in humidity, and protects against heat and UV for soft, bouncy, healthy-looking hair.
  
  Key benefits include up to 72 hours of curl retention**, five times less frizz for up to three days**, heat protection up to 450°F (232°C)**, UV protection , and a lightweight feel with a refreshing Ginger & Pulp fragrance.
  
  
• Moisture Memory Release ($12.50 | 2fl oz, $27 | 8fl oz) A weightless leave-in spray with time release technology that will hydrate curls all day long, increasing moisture up to 50%**. Key benefits include instant and long-lasting nourishment , up to 72 hours of hydration**, powered by the TriCeraBlend™ complex, delivering 3 types of ceramides that restore the hair's natural lipid barrier to boost hydration and help control frizz.

Whether you're just starting your curly journey or refining your routine, Curlsmith is your trusted partner in embracing and enhancing your natural hair. The new platform makes navigating the curly world easier, clearer, and more joyful—because your curls deserve to thrive.

Unleash your curls. Unlock your confidence. Welcome to your world—It's a Curl's World.

Where to buy: Curlsmith products are available via Curlsmith.com, ULTA Beauty, ULTA.com, Sephora, Sephora.com and Amazon.com

*among 166 respondents who purchased a Curlsmith product Dec '24-Feb'25.
**based on third party testing vs control  

Follow Curlsmith
Instagram: @curlsmith_official
TikTok: @Curlsmith

For more information about Curlsmith, please contact:
[email protected]

About Curlsmith:
Curlsmith is the first gourmet haircare brand specifically designed for curls. Inspired by natural ingredients and powered by science, Curlsmith blends organic kitchen cupboard staples with innovative technology to create effective, clean, and cruelty-free products for curly, coily, and wavy hair. All Curlsmith formulas are vegan, cruelty free and made without sulphates & silicones, parabens, phthalates, mineral oils, EDTA and drying alcohols.

SOURCE Curlsmith