Founder of Curl Queen, Naivasha Grace has positioned herself as a trailblazer in the beauty industry, specifically for women with textured hair. Her company, dedicated to empowering women to embrace their natural curls, has gained international recognition and is making waves in the African beauty market.
In this exclusive interview, Naivasha opens up about her journey, Curl Queen’s impact, and what’s next for her flourishing brand.
Glamour: Naivasha, it’s an absolute pleasure to speak with you today. You’ve created such a powerful brand with Curl Queen. What inspired you to start this journey?
Naivasha: Thank you for the opportunity to share. I created Curl Queen to stand as a beacon of freedom in the beauty industry, redefining standards with innovative haircare solutions. Through my commitment to diversity, I’ve forged a path that celebrates authentic beauty and challenges societal norms. As a consumer and an expert, I found there were enormous voids that needed to be filled.
Glamour: Your mission resonates with so many women globally. How has the African market responded to Curl Queen, and what are some of the challenges you’ve faced?
Naivasha: The African market has welcomed Curl Queen with open arms. Interestingly enough, the brand gets more interaction with Africa than North America. That makes my heart so full. The biggest challenge that I see is tapping into African retail opportunities, so the products can be more accessible to buyers.
Glamour: Curl Queen is doing so much more than just selling products—you’re creating a movement. What’s next for the brand? Are there any exciting projects on the horizon, particularly in Africa?
Naivasha: Thank you so much for that. And yes, Curl Queen is a movement. It’s a community designed to provoke self discovery and confidence that comes with embracing your unique self. It’s bigger than products. There are some awesome events on the horizon for our global community to engage, specifically the SA market. So stay tuned!
Glamour: You’ve been such a vocal advocate for natural beauty. How do you think the perception of natural hair has changed in recent years, particularly within African communities?
Naivasha: Honestly, where global perception is now vs 5 years ago, is night and day. Consumers are more vocal about unhealthy systematic beauty standards, experts are more diligent about educating, and more change-makers are in the mix to help move the needle. Our beauty is more understood and boldly present. However, there is still work to do.
Glamour: Many young entrepreneurs look up to you. What advice would you give to someone wanting to start their own beauty or haircare line?
Naivasha: I want to first say that, I LOVE young entrepreneurs and LOVE sharing with them. They are a fresh perspective that is always necessary. My advice would be to, stay the course. Entrepreneurship has extreme highs and deep lows which can be exciting some seasons and depressing others. DO NOT quit, DO NOT compare, and DO NOT rush.
Glamour: Curl Queen has an international presence. How do you balance the brand’s global appeal while staying true to its African roots?
Naivasha: My belief is, if I continue to maintain my African foundation and baseline, everything else will be details appreciated by markets worldwide. Which makes for a beautifully balanced brand.
Glamour: Beyond beauty, what other passions drive you, and how do they influence your work at Curl Queen?
Naivasha: Ooh la la! I’m so passionate about food and travel. The essence of the brand comes from the many places that I’ve traveled. I’ve been able to infuse the influences of those experiences into the ingredients. Culinary has always been apart of my life. Trying different ingredients…adding and taking away. I get to use that same concept when creating formulas. I enjoy it so much.
Glamour: In an industry that’s constantly evolving, how do you stay innovative and ahead of trends in the haircare market?
Naivasha: I’ve been so blessed to be an industry insider. So I get to be involved in forecasting. Historically, fashion and beauty are modernized versions of the past. Just a little tweak here and a little fluff there. The most profound artists of the 21st century get inspiration from the greatest moments of the 19th and 20th centuries….and begin reimagining. That is what drives evolution and innovation. It keeps me fresh and in sync.
Glamour: how do you stay grounded and keep the Curl Queen mission at the forefront of your work?
Naivasha: Curl Queen’s mission to inspire, cultivate, and amplify pride is one that I believe begins at home. The values I instill in my family reflect what I envision for Curl Queen. As a mother of five, I recognize the importance of showing up each day as the best version of myself, not only for my children but also for the legacy I’m building. My children depend on me to guide them in embracing their individuality, and to foster a family environment rooted in love and understanding. For me, staying grounded is not simply a choice but a necessity. With five children, focus and presence are essential, as both my family and Curl Queen are intertwined in the sense of purpose they bring to our lives.
Glamour Magazine SA: You’re truly making a difference. Before we wrap up, what advice would you give to women looking to embrace their natural curls?
Naivasha: I would share with women looking to embrace their natural curls to walk boldly to their own rhythm. That rhythm is unique to you and your unique curls. Don’t be afraid to try something new and embrace the beauty of imperfection.
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