In this episode of Smart Beauty, we sit down with Lizzie Carter, founder of the beloved curly hair brand Only Curls. Starting with just £500 in savings and a vision to celebrate rather than "tame" curly hair, Lizzie has built a thriving business that recently launched in 390 Boots stores nationwide.

Lizzie shares her journey from hand-sewing product labels in front of the TV to creating a passionate community of curly-haired customers who literally help organise the brand's retail shelves. She candidly discusses how her own experiences as "Frizzy Lizzie" and frustrations with outdated curly hair products inspired her to create a brand that makes people feel positive and confident about their natural texture.

The conversation covers how Lizzie bootstrapped her way to success without outside investment, the challenges of formulating products for the uniquely diverse needs of curly hair, and how social media transformed both her business and the curly hair conversation globally. We also explore the balance between founder visibility and community-building, sustainability challenges for specialised hair care, and the power of authentic marketing — including how an email mistake became their most engaged marketing win ever.

Whether you're a beauty entrepreneur looking for inspiration, a curly-haired person seeking solidarity, or a business owner interested in authentic community building, this episode offers valuable insights into creating a brand that truly understands and celebrates its customers.

onlycurls.com