From a kitchen table startup to one of the fastest-growing businesses in the UK, Only Curls, the London-based haircare brand founded by Lizzie Carter and Hugo Lewis, has hit another incredible milestone, launching in 390 Boots stores across the UK and Ireland.
The brand, which was named a Great British Entrepreneur Awards winner and featured on the UK Fast Growth Index 2024, has experienced phenomenal growth, proving that there’s a huge demand for products that celebrate and nourish natural curls.
From £500 in Savings to £13.3 Million in Sales Only Curls has been a bootstrapped success story, scaling from a £500 personal investment to £13.3 million in annual sales—without external funding or borrowing. Their rapid rise was recognised in the UK Fast Growth Index 2024, which showcases the UK’s most dynamic and high-growth businesses.
What began as a simple idea selling microfibre towels designed for curly hair quickly expanded when Lizzie realised the beauty industry was neglecting curls, pushing straightening and smoothing products instead. In response, she developed a full range of sulfate-free, silicone-free, and paraben-free curl-friendly products, starting with orders packed from her kitchen table in 2016.
Community-Driven Growth
From the start, Only Curls has been built on a strong community connection, with a direct-to-consumer model that prioritised customer relationships. Their personalised service, online presence, and social media marketing have been key drivers of success, helping the brand reach record-breaking sales in 2024.
A Huge Milestone: Boots Partnership
While Only Curls has thrived online, Lizzie and her team knew that accessibility was the next step. Partnering with Boots is a pivotal moment, bringing their much-loved products—including the Curl Refresh Spray, Mega Hold Gel, All Curl Cleanser, Hydrating Curl Crème, and more—to the high street.
"Boots has always been a dream partner of ours, it’s the place where my grandmother shopped for beauty, where my mum shops, and where I’ve been shopping ever since I was old enough to take the bus into town with my friends," Lizzie shared.
"Thinking that Only Curls is now going to be part of that is rather emotional."
Despite its success, Only Curls remains a small, family-run business, continuing to offer the personal touch that has made them a customer favourite.
What’s Next?
With an ambitious UK expansion and global vision in the works, Only Curls is just getting started.
Their journey from a homegrown brand to a multi-million-pound success story proves that passion, community, and a clear mission can lead to extraordinary growth.
💙 Find Only Curls in Boots stores nationwide or shop online at onlycurls.com.
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