Curlsmith

Based in the UK, Curlsmith is a supplier of cosmetic hair care products tailored for individuals with curly, wavy, and coily hair types, focusing on clean ingredients and professional-grade performance. Founded in 2015 in London, UK, Recipe Products Ltd, known as Curlsmith, specializes in hair care solutions for textured hair. The company was co-founded by Kate Evans and Michal Berski. In April 2022, Helen of Troy Limited acquired Recipe Products Ltd from Boulder Food Group for USD 150 mn.

Curlsmith has completed 2 deals since its inception, with the latest funding round being a Trade Sale, raising USD 150 mn, which is the total amount raised to date. Curlsmith offers a diverse range of high-quality hair care products designed specifically for curly, wavy, and coily hair types. Their product lineup includes shampoos, conditioners, leave-in treatments, and styling gels that cater to the unique needs of textured hair. The formulations focus on clean ingredients, performance, and cruelty-free practices, appealing to health-conscious consumers.

Curlsmith's products are available globally, including in the United States, Canada, the United Kingdom, and select European markets. In the most recent fiscal year 2023, Curlsmith reported a revenue of USD 27. 09 mn and an EBITDA of USD 13. 52 mn.

The company's sales are primarily derived from direct-to-consumer channels through their e-commerce platform, which offers subscription plans for regular product deliveries, enhancing customer retention. Their flagship product, the Defrizzion® Curl Reviving Wand, is also a key revenue driver, alongside partnerships with select retailers. Following the acquisition by Helen of Troy Limited in April 2022, Curlsmith intends to utilize the recent funding to expand product lines and develop new offerings tailored to their customer base. The company plans to enhance its presence in existing markets while targeting new geographic regions for expansion, although specific locations and timelines have not been disclosed.

This growth strategy aims to solidify Curlsmith’s market position and increase its reach within the specialized hair care sector.