Our Story

Curlicue began with a simple need and a deep love for natural hair. Since childhood, Winnie Simpkins has been mixing her plant-based hair remedies—blending ingredients that strengthen, hydrate, and protect curls. When she became a mother, that passion became a mission: to create safe, effective, chemical-free products for her baby’s delicate curls.

So, she did.

Curlicue was born from that mission in 2024. More than just a haircare brand, it's a commitment to clean ingredients, real results, and honoring the beauty of natural hair. Our formulas feature powerful botanicals like hibiscus and bamboo extract, chosen to nourish, reduce breakage, and support healthy, resilient curls.

What started as one mother’s solution has grown into a movement—helping people care for their hair without compromise.

Meet the Founder

Winnie Simpkins, founder and formulator of Curlicue, is a U.S. Army veteran who knows the challenges of natural hair care firsthand. While serving, she struggled to find clean, effective products that worked for her texture. That frustration became fuel—and eventually, Curlicue.

Every product we make is rooted in her experience, backed by research, and made with intention. Winnie’s lifelong commitment to natural hair is at the heart of everything we do.

Because healthy, thriving curls shouldn’t be a luxury—they should be the standard.

Welcome to Curlicue—where every strand is cared for with strength, intention, and love.