Did you know 65% of the population have wavy, curly, coily or afro hair? So look no further, the future of curly and afro hair is here. 

Embrace Your Frizzique is on a mission to put the creativity, ease and care back into hair care products because we understand that no curl, and no person, is the same.  We’re dedicated to putting the essentials back into your hair care routine.

Embrace Your Frizzique was established in 2015 from lived experience and was one of the first positive hair movements to enter Australia dedicated to empowering BIPOC to feel good about who they are. 

Throwing heart and soul into formulating the brand’s first science-backed and education fuelled hair care line and with more than 7+ years of research, trial and error we are taking the ‘unnecessary’ out of your beauty care routine. 

We are equipping you with only the most important products.

Why? Because we all know what it feels like to use products that don’t work.

Kicking off in late 2021, Embrace Your Frizzique has launched the research and development of the very first product and is now trialing the pilot prototype, with the aim of having the first product in YOUR hands by July 2023.

The product:

Introducing our styling cream ‘Flow’ – offering hydration, moisture and definition, for lasting defined curls. 

It is:

• Vegan
• Cruelty free 
• Non-toxic
• Silicone and Paraben free
• Safe for Children
• Designed based on the needs and wants of the people using it
• Enriched with meaningful ingredients including an array of African and Australian botanics
• Suitable for all waves, curls and coils and in-betweeners! 

Enriched with only purposeful and natural ingredients, this product feels and smells like soft vanilla with hues of natural botanics. It will save you hours in your week, because we understand the science of curls.

By starting with the styling cream, you can begin to reconstruct your hair routine by seeing the results from day one but, this is just the beginning. 

With enough support, we will be able to begin research, development and begin formulating the next products within the essentials collection by 2024 including;

• Cleansing Shampoo
• Hydrating Boost Conditioner 
• Defining Gel
• Light and Fresh Mousse 

By backing this crowdfund, you will also be supporting the movement to empower people with curly and afro hair to feel assured that everyone is being authentically catered for because everyone deserves to use products that work.

We’ve done the homework, now it’s time to bring it to life.

The Journey

Zarah’s personal journey of being a young black girl navigating the beauty landscape in Australia, led her to feeling frustrated, overwhelmed and confused. Using products that either mislabelled her hair or had her settling for the bare minimum was disempowering. Using products that were labeled for dry, frizzy, unruly hair seemed fit however there wasn’t room to question this. 

She came to the conclusion that instead of succumbing to the mainstream market, which offered little to no variety, she thought why not just create a space where people with curly and afro hair can feel recognised, seen and positively represented?

From Zarah’s years of experience in the hair industry, she knew she was not alone in her frustration. So many women were feeling the same way and struggled to feel confident with their hair. This is why Embrace Your Frizzique is centered on empowering, unifying and embracing a supportive community of women to love, care and feel their best every day.

Now to introduce myself! Hello friend, I’m Zarah!

From the birth of EYF, I began leading events, seminars, meet ups and creative photoshoots. Everything was embedded in self-love and acceptance. Eventually, this expanded into formulating a product from my very own kitchen (yep, the household very much hated me for that period of time). 

Through the ups and downs, I’ve stayed committed to the business values and since then have collaborated with big name brands like Converse, Sephora, Complex Australia. I’ve worked with top-tier photographers and even moved up to Sydney for two years to expand my skill set to becoming a certified wavy, curly and afro hair care specialist.  

I’ve continuously listened, asked questions and engaged in conversation with the community over the years in order to understand what people require. Using first hand-lived experiences, I’ve never been shy of asking people what they need.

The Call To Action

With the $7000 we will be able to build, sustain and confidently launch the hair care line whilst being able to begin R&D on the next product and work towards launching a fully scaled hairline 2024.

Our stretch goal is $8,000. If we exceed our target, all additional capital raised 

will go towards

• Further developing sustainable practices and ensuring we can confidently begin to fund the business long term
• Increase marketing and awareness to reach a wider target audience, allowing EYF to reach those who need it most

To thank you for your support, we’ve prepared some exclusive rewards for you! Check it out now over on the rewards page.

Support the movement!