Curlsmith unveils brand refresh and new campaign with first UK pop-up

Curlsmith has introduced a new visual identity alongside its latest brand campaign and first standalone UK pop-up, signalling a new era for the textured haircare brand built on simplicity, inclusivity, and community connection.

More than a visual overhaul, "It’s a Curl’s World" represents what the company describes as an open invitation for those with waves, curls, coils, and kinks to celebrate their natural hair with confidence and clarity.

Central to the relaunch is Curlsmith’s redesigned website, which aims to guide and educate users at every stage of their hair journey through curated advice and simplified product navigation.

As part of the refresh, the brand has also streamlined its range based on consumer feedback. The new four-step system is designed to make choosing and using products more straightforward.

Customers can now select their core wash routine - focused on moisture, anti-frizz, strength, or volume. An expanded treatment range also remains available for those seeking additional targeted care.

Vicky Metcalfe, Senior Marketing Director at Curlsmith, explained that the revamp was driven by community input: "This packaging and range refresh was an answer to feedback we received from our curl community.

"Following our launch in 2018, we had rapid growth and built significant innovation which resulted in us having lots of ranges which were getting complicated to shop.

"You shouldn’t need a PhD to figure out your curl routine, so we wanted to make things simpler for everyone with any type of curl, coil or wave, to enjoy their curls and unleash their curl confidence."

The brand refresh also introduces two new products: Awestruck Definition Cream, a lightweight styling cream that hydrates, fights frizz, and protects against heat and UV, and Moisture Memory Release, a leave-in spray that promises to boost moisture and control frizz.

To celebrate the relaunch, Curlsmith is hosting its first standalone UK pop-up, offering an interactive brand experience that combines product exploration and salon-style treatments.

Attendees can expect immersive experiences, exclusive incentives, and live content creation opportunities, with some guests invited to feature in the next phase of Curlsmith’s ongoing campaign.

Mira Obersteiner, Associate Marketing Manager, Curlsmith EMEA, told TheIndustry.beauty: "We’re thrilled to bring Curlsmith’s first UK pop-up to life as part of our exciting brand relaunch.

"The pop-up is more than just an event; it’s a space where the curly community can come together, connect, and embrace their natural texture with pride. Over two days, we’re inviting curlies to experience exclusive incentives, and immersive moments that reflect our mission: to empower everyone to love, laugh with, and confidently wear their curly crown.

"We’ll also be capturing content live at the event, giving real-life consumers the chance to be featured in phase two of It’s A Curl’s World, putting our community front and centre in the next chapter of Curlsmith."