Rose Ovensehi is one of those founders that you meet, who instantly blows you away. Her beautiful spirit and humble approach to her own business journey will have you inspired from the outset, and leave you wanting to ask her more and more questions.

When you talk about the start of Flora & Curl and its incredible success since, Rose remains so cool, calm, and collected that you almost don’t believe that she’s boostrapped the business to be a global brand, stocked in the UK by the likes of Boots and LOOKFANTASTIC. 

Having started the business because of her own overwhelm with her hair routine, Rose quit her job to develop a new way of caring for textured hair. The result is one of the UK’s best kept secrets – Flora & Curl – that’s just going from strength to strength.

Meet the woman behind it all… 

It goes without saying that you are *quite* the woman! Tell us a bit about your business journey so far… 

My name is Rose and I am the Founder and CEO of Flora & Curl. We create plant-powered haircare products to help you simplify your curl routine. In April 2017, I launched Flora & Curl to help people on a mission to transition into healthier and natural haircare for their textured hair.

In January 2021, I wanted us to deliver an even greater haircare experience in the textured haircare space. We launched our new look in November 2023, which is now ranged in beautiful aluminium bottles. We already produced plant-powered haircare products for textured hair with the purpose of making our customers’ haircare routine simple and enjoyable.. and now more eco-friendly. 🤩🌷🌺🍊🥥

Every little step or change counts towards a greener future. By increasing the recyclability of our packaging we’re making a difference step  by step as aluminium is the world’s most recycled packaging and this is just the start as we partner with WeForest to continue to support reforestation projects across the blog. So far, we’ve supported 20k+ trees and more coming.

From starting out in my mum’s kitchen in 2017, to now having shipped to over 80 countries, it’s been an incredible journey. Hiring a talented, passionate and dedicated team of people is what any CEO can dream of… In short, I am proud of what I and my team have accomplished over the last two years. ✨

I look forward to expanding our range and offering refills 🙌🏾

What inspired you to set up your business and what have been the most significant steps in growing it to where you have to date?

In 2011, I made the decision to return natural after years of experience damaged hair strands due to intensive hair-straightening treatments that removed the kinks from my hair. I’d keep the straightening treatments in my hair for over an hour (I know!). I am still amazed at how my scalp could restore itself naturally. Embracing my textured hair was the best decision for the health of my scalp. Choosing high quality natural ingredients was the best decision for the health of my hair.

When I decided to return natural, I also decided that my hair would receive the best of what nature had to offer my scalp.

This encouraged me to begin experimenting with healthier, hair-loving alternatives for taking care of my hair starting with the ingredients I could find in my kitchen. I have always been inspired by the potent power of nature. I began researching how I could harness the power of botanicals to meet the basic needs of my naturally dry hair, which was moisture and hydration.

The most significant step has been taking the leap and experimenting with recipes in my mum’s kitchen.

Did you dive straight into entrepreneurial life, or did you take your time planning?

I took my time. I took six months out after quitting my job in urban planning to attend cosmetics formulation school as I wanted to learn the science behind formulations, test them, and experiment. I launched Flora & Curl with £6,000 in savings. I then resumed employment and worked part-time, until I was able to take the business full time, which I managed to do!

Business support comes in so many forms – accelerators, mentors, finance, and networking, to name a few. What support have you found the most significant in helping you to start and scale?

A start-up loan was amazing at the beginning, which was £25,000 from Virgin Start Ups, and it allowed me to move production from my mum’s kitchen into a third-party manufacturer! Now, we utilise invoice financing which is helpful in releasing invoice payments upfront when offering payment terms to our large global customers.

What’s on your vision board this year?

Stability. Being able to enjoy the fruits of our labour with all of the love and hard work that went into the rebrand project.

They say “if you don’t ask, you don’t get” so what’s the magic bullet that will help you scale and who do you need to make it happen?

Cultivate a good relationship with your key suppliers and partners. Not just a transactional one, but a personable one. When the going gets tough, those are the relationships you can count on. We have an incredible manufacturer and warehouse partnership, and they’ve just been amazing and have been able to go the extra mile for us, believing in us and supporting our ambition. We arrange visits in person, regular calls and continue to build those relationships so that we can feel like we can have a cup of coffee and a great chat. Ensure that you work with kind and supportive people, external to your team. Understand their values so that they align with yours.

Apparently, a founder’s morning routine says a lot about them. Talk us through yours…

I usually get up and have a few minutes in bed. I then like to set my intentions for the day, stretch, meditate and pray. I make myself a cup of tea with fresh lemon and honey. I then pick up my toddler from his nursery room, and make delicious breakfast to sit with my husband. My go-to breakfast is porridge with sliced apples and cinnamon or sourdough bread with avocado, feta cheese and scrambled eggs. We love having breakfast together and I like a slow start to the day.

What are your non-negotiables, in both business and life?

Accountability and transparency.

As a successful founder, how easy do you actually find it trying to have work/life balance?

I try to digitally switch-off after a certain time, and take my lunch and my time off seriously. When I feel rejuvenated and well rested, I feel more productive and creative therefore delegation is important when you’re able to. I actively decide that my rest is just as important as my work. It helps to be disciplined about it.

Delegation helps at this stage, certainly therefore those are my current priorities with a growing team.

Are there any go-to resources you’d recommend to fellow founders – be that books, podcasts, memberships, or something else entirely?

Alex Hormozi’s Youtube content is valuable and The Pumpkin Plan is one of my favourite business books. Also, connect with your local representative at the Department of International Trade for support on exporting, and your local chamber of commerce for recommendations.

On the subject of advice, what’s the most BS advice you’ve ever received? Did you ignore it straight away or learn the hard way?

You can’t change your mind. It’s okay to reflect and re-assess. Embrace the joy of learning something new, and the timing is meant to allow you to plan to absorb the lessons the best.

Finally, we believe in the power of celebrating your wins. What are you most proud of?

Achieving a rebrand with incredible feedback! It’s been a project of love, and while I wouldn’t do it again, it has been soooo worth it. The team members who have helped make it happen are incredible.

Check out the amazing Flora & Curl today: floracurl.co.uk.

WHAT. A. WOMAN!

Do you know a founder that will inspire The 51% Club community?
Get in touch with us and tell us a bit about her story: girlpower@the51percent.club