Zaina started CurlyEllie ten years ago after struggling with her daughter Ellie’s beautiful but hard-to-manage curls. Combing through them was painful for both mother and daughter. She turned to friends, family, and social media for advice, but it became clear that others couldn’t find any products that worked either. Given Ellie’s eczema and allergies, Zaina wanted curl-specific hair products that were effective yet gentle and natural. It soon became clear that she needed to create a solution herself, and so CurlyEllie was born.

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