Here at John Frieda, we are excited to share with you that we have partnered with our ultimate curl-crush, the gorgeous, Rochelle Humes! Rochelle will be partnering with us to help spread curl-positivity and share her own journey towards embracing her curls.
Rochelle recently made the decision to start embracing her curls again after years of straightening her naturally curly locks. The change was motivated by her two daughters – Alaia-Mai, 5, and Valentina, 1 – and a desire to inspire confidence in the girls, who have the same beautiful ringlets that Rochelle did as a child.
“My little girl was four when she told me that she didn’t like her curly hair. The reason why broke my heart. She didn’t like her curls because none of her favourite princesses had curly hair – and neither did her mummy. At that moment, I decided to embrace my natural hair.”
“I realised what a powerful position I am in, and how by going back to my natural curls it could help my daughters love theirs too – and maybe even encourage some other women to do the same. With the help of Dream Curls, my hair is getting its shape back after years of straightening. I love my curls more than ever and so does my daughter because we’re hair twins.”
Rochelle’s recent decision to embrace her natural curls and unite the curl community, alongside her longstanding love of Frizz Ease, makes her the perfect ambassador for our Dream Curls range.
Rochelle told us: “It was an obvious choice for me. Frizz Ease was one of my first ever hair products and recently I’ve been using Dream Curls to help get my curls back into their best condition. So it’s a brand I feel a real connection with and I know works for me.”
The partnership ties in with the launch of our new campaign, which celebrates the beauty of curls and heroes some of our much-loved products specifically designed to meet the needs of curly hair.
We know that curly hair requires specialist care to maintain a beautifully smooth, frizz free texture and soft, defined curls. Dream Curls - the UK’s No.1 brand for curls contains five products carefully formulated with curls in mind. All products are enriched with intensely nourishing, yet very lightweight, Abyssinian oil. Abyssinian oil has a uniquely lightweight, non-greasy texture with the same moisturising, shine boosting properties of Argan oil, making it one of beauty’s best kept secrets.