Heather Kennett founded the Curly Girl Method Club by demanding formulators strip nine common ingredients from hair products. After three years of failed samples, she hit an 87% returning customer rate, the highest in company history, proving the industry was wrong to dismiss her.
Honestly, when I asked the formulators them to remove nine ingredients from from a conditioner and a hair gel, looked at me like I'd completely lost the plot back in 2017, asking for clean, lightweight, curl safe and wave safe formulas and explaining that I knew because of my own lived experience, they just didn't take me seriously. And I was asking for them to remove silicones, coconut oil, drying alcohols, heavy butters, sulfates, itchy M's, parabens, beeswax, paraffin, liquid removing protein unless it was in one particular product. And having every single product designed with a purpose. They literally just kept saying things like, people will buy it in this bottle. The industry returns are like 16%. So that's quite normal. Normal, maybe for them, but that really wasn't what I was looking for when I was creating the Curly Girl Method Club. I wanted something that actually worked for my hair and for everyone in the community that I'd built. We sort of been spoken to about, you know, what works for our hair forever, and we know that it doesn't work for our hair. It wasn't our hair that was the problem. But in the industry it was, as long as it sells, you might as well make it. It took three years, hundreds of failed samples and more than a few looks of. You're literally asking for the impossible. I went from all of those terrible hair washes thinking, oh, maybe, I don't know. But as soon as I washed my hair in the samples they created, it made like so much difference. My hair responded so well. I sent samples to others and their hair responded. And I know that CGMC has an 87% returning customer rate because our products work.
And the most.
This is my, probably proudest, the most returns we've ever received in a whole year. So 12 months is five. Five. That's it.
So that doesn't come from pretty packaging. It comes from creating something that was
missing in the industry.
No gimmicks, no filler ingredients, no bs, no, just make it and put it in a nice bottle. It had to work. If you want products made for waves and curls, then you're 100% in the right place. And your best curls and waves will absolutely start here.
Comment “INGREDIENTS” to understand which ingredients to look out for 👀
