Our latest Beauty Boss is Badria Ahmed, Founder of Holy Curls—a line of London-born haircare products for curly, wavy and coily hair. Growing up in Sweden without the proper products or resources for stying and caring for her Afro-textured hair, Badria had her hair chemically relaxed when she was 7 years old. When she grew older and embarked on a series of world travels, she ultimately returned to her natural hair and began experimenting with natural ingredients from the various countries she visited to help moisturize her hair.

Holy Curl products incorporate many of the natural ingredients that Badria encountered during her travels including African baobab oil, Cupuacu butter from Amazonia, and Indian aloe vera, among others. All of her products are clean and cruelty-free products, are ideal for all types of textures, and help curls thrive in any type of environment. They are designed to empower women to embrace their natural curls and are formulated with every range of curl pattern in mind.

We chatted with Ahmed, who shared the inspiration behind the brand, secrets for success, wellness tips, and much more.

When was Holy Curls founded and what does the name mean?

We started developing the products in 2017. Then followed a long period of testing to create something that truly worked on all curl textures. Two years later we launched Holy Curls in May 2019. Learning to accept and embrace my hair was a holy experience for me—hence the name Holy Curls.

What inspired the creation of the brand?

It was the experiences I had with my own hair and frustration that I was so limited in terms of what was available to me on the market. Growing up in Sweden, we didn’t have many options when it came to products that cater to Afro hair and my mom chemically permed my hair when I was 7 years old as she couldn’t care for it properly.

I had no idea what my natural hair looked like until I was 22 and decided to go back to my natural state. I did the “Big Chop” and went on a journey of self exploration and learning about the structure and composition of my curl type to understand how to care for it properly. I was also using self-made mixtures in my hair as I couldn’t find products that could properly moisturise my tight curls. As a copywriter I was helping other brands tell their story, but I always had the itch to create my own. So, I decided to combine my two passions—haircare and branding—and Holy Curls was born.

Does Holy Curls have a hero product?

The 03 Curl Cream is our best seller!

What’s your favorite product from your brand?

The 03 Curl Cream! I experience dryness very quickly so my hair routine needs to cater to this. The cream is super hydrating and has an amazing slip to it.

Where are your products sold?

Our products currently retail on our website, at The Detox Market, Bluemercury, VIOLET GREY, and JCPenney x Thirteen Lune.

Future plans for the brand?

So much! We recently launched a new product—a Hair Oil Serum that is so luxurious and we have other exciting product launches, collaborations and events coming up. We’re a young brand and there’s so much yet to come.

Who inspires you?

The amazing women I have in my life.

Secret to success?

Patience, resilience and vision.

Beauty secrets?

I use a weekly turmeric face mask made from huruud (turmeric paste) from Somalia where I’m originally from. This yellow paste is essential to Somali skin care and it makes the skin so bright and glowy. 

Wellness tips? 

Sleep well. Drink water. Move and stretch your body. Surround yourself with positive energy and you will feel it on the inside and see it on the outside.

Best advice?

Once in a while, even if just once a year, take a step back from your business, your friends, your day-to-day life. Take a (long) weekend away somewhere peaceful and quiet by yourself. Turn your phone off. Focus on only yourself. Meditate. Go for walks. Write. Read. You’ll come back with a clearer mind and more love to give—both to your business and to the people in your life.

For more information, visit Holy Curls’ website and follow on Instagram: @holycurls

[Images courtesy of Holy Curls]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk