The story of CurlyKids, CurlyChic, and CurlyBaby stands out as a testament to innovation, resilience, and purpose. Born from personal necessity and driven by immense passion, these globally recognized brands were created to meet the needs of curly, kinky, coily, wavy, and frizzy hair textures specifically.
We sat down with Sandy Williams Bordenave to learn more.
Share the journey of how CurlyKids, CurlyChic, and CurlyBaby were conceptualized and developed into the successful global brands they are today.
In celebration of textured hair, the brands were specifically developed for curly, kinky, coily, wavy and frizzy hair. The curly brands were founded from a personal passion and necessity. As a mother of a child with diverse and a textured hair type, I encountered the common struggle of finding hair care products that were both effective, affordable, and safe for children’s curly hair. Frustrated by the lack of black-owned, affordable, high-quality options that catered specifically to the needs of curly and kinky hair, we realized that there was a significant gap in the market.
The journey wasn’t just about finding products; it was about understanding and embracing the unique beauty of curly hair. We wanted to create a line that would empower children and parents alike to feel confident and proud of their natural curls. This mission, driven by personal and family experiences and a desire to nurture the self-esteem of the children in my life, led us to launch CurlyKids HairCare—a brand dedicated to celebrating and caring for curly hair.
How do your brands address the unique needs of multicultural hair, and what has been the response from the communities you serve?
Our brands are dedicated to addressing the unique needs of multicultural hair by formulating products that cater to a variety of textures, from loose curls to tighter coils. We understand that hair care is not one-size-fits-all, particularly for those of us with textured hair, which often requires specific moisture levels, detangling, and nourishment. Our products are designed with these needs in mind, providing hydration, manageability, and protection, while avoiding harsh chemicals that can strip the hair of its natural oils. Our products are free of petroleum, propylene glycol, phthalates, synthetic colors, sulfate and paraben.
The response from the communities we serve has been overwhelmingly positive. Families and individuals with multicultural hair often struggle to find products that work for their unique textures, and we are proud to fill that gap. Our customers appreciate that we offer inclusive solutions that work for the entire family, regardless of hair type. This connection with our audience has fostered brand loyalty, as we continue to listen to their feedback and evolve our offerings to meet their changing needs.
What have been some of the biggest challenges you’ve faced in building a multimillion-dollar black-owned, family-run, and women-led hair brand, and how have you overcome them?
Building a multimillion-dollar Black-owned, family-run, and women-led hair care brand has certainly come with its challenges. One of the biggest obstacles we’ve faced is breaking through the highly competitive hair care market, particularly in the textured hair space. Many established brands have larger marketing budgets, making it difficult for smaller, family-run businesses to gain visibility. We overcame this by focusing on creating authentic, high-quality products that resonate with our target audience. Word-of-mouth recommendations from satisfied customers have been a powerful driver of growth, helping us build trust within the community.
I’m certain there have been an abundance of special moments. Can you share a story about the most rewarding moment you’ve experienced during this journey?
There have been numerous rewarding moments but I think the most rewarding was to hear and actually witness the pride and joy we heard from our own daughter as she discussed our journey during a TEDX Talk that she delivered in “22. She discussed how our journey in entrepreneurship has encouraged her throughout her life. She chose her major field of study in entrepreneurship and she has plans to own and operate her own business as well.
Hosting events and seminars for single fathers and interracial and transracial families is a unique initiative. Can you elaborate on the impact of these events and any memorable experiences?
Hosting celebratory events and hair styling seminars for single fathers and interracial and transracial families has had a profound impact on both the attendees and our brand. These initiatives are not just about teaching hair care techniques—they create a sense of community, inclusion, and empowerment. Many single fathers and families in interracial or transracial households often feel overwhelmed when it comes to caring for textured hair, which can be very different from their own. Our events give them the tools and confidence to care for their children’s hair with love and understanding.
The impact of these events has been incredibly rewarding. We’ve seen fathers bond with their children over learning how to braid or detangle hair, and families from diverse backgrounds leave feeling more connected and supported. One particularly memorable experience was a seminar where a single father shared how he had struggled to find resources to help him manage his daughter’s curly hair. After attending our event, he not only learned the right techniques but also deepened his connection with his daughter, creating a lasting memory for them both. Moments like these reaffirm why we do what we do, and it’s heartwarming to see how something as simple as hair care can bring families closer together while promoting cultural understanding.
How does your brand seek to leave the world a better place through not only your products, but your initiatives and advocacy?
We strive to foster a community of confidence, inclusivity, and self-love, ensuring that every curly-haired child and adult feels proud of their natural beauty.
Can you discuss the significance of Afro-Indigenous advocacy and representation in your work with the Choctaw-Chickasaw Freedmen Association and how it aligns with your beauty brands?
The Choctaw and Chickasaw Freedmen’s plight is deeply rooted in the history of slavery and racial injustice in the United States. After the Civil War, many African Americans who had been enslaved by the Choctaw and Chickasaw nations were granted citizenship and promised rights, but these promises were often not upheld. Over the years, the Freedmen have faced significant challenges in gaining full recognition and rights within these tribal nations.
As our brand grows, I’m passionate about embracing my history and encouraging others to research their ancestors and tell their stories. Empowering others to have a knowledge of the past and to move forward is the key to success and growth for both my company and my involvement with CCFA.
What’s next for CurlyKids, CurlyChic, and CurlyBaby? Are there any new projects or expansions you’re excited about for the near future?
We’re incredibly excited about the future of CurlyKids, CurlyChic, and CurlyBaby as we continue to innovate and expand our offerings to meet the evolving needs of our community. Follow us on Instagram and TikTok and stay tuned for exciting updates, event invites, and exclusives!
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