The Creation of Curl Keeper
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The Creation of Curl Keeper

Curly Hair Solutions recently launched a Styling Collection under the new Curl Keeper brand. The new styling collection is based on the award-winning Curl Keeper formula. I sat down with Jonathan Torch, founder and president of Curly Hair Solutions to gossip about what is new and what to expect from the new Curl Keeper Styling Collection.

1. What is Curl Keeper?

Curl Keeper provides total frizz control for all curl types without the use of oils. It is a water-based formula, which means that you can use it every day without product buildup. It helps reduce frizz, especially in humid environments.

2. Tell us the story of how Curl Keeper started?

Developing Curl Keeper took a lot of trial and error. I had developed several types of Curl Keeper formulas before finalizing the product. I spent 12 years developing Curl Keeper Original, and after hundreds of attempts and five consultations with chemists, I finalized the formula now being used in Curl Keeper Original. Today, Curl Keeper is about 20 years old and is currently on its fourth [fashion] brand change. I wanted the Curl Keeper formula to remain water-based and since its creation, Curl Keeper formula has remained the same.

3. How did you come up with the concept of Curl Keeper?

I wanted to find something that could penetrate the hair shaft. I was first interested in curly hair cuts, but soon became fascinated in frizz-control for curly hair. I wanted to develop a product that copies the effect of water on curly hair, which lead me to create Curl Keeper Original.

4. Who or what inspired you to create Curl Keeper?

Naturally curly haired people. People with curly hair had no way to control frizz – at the time I couldn’t find a product to control frizz. I believed there was a need for it and I wanted to fix that.

5. Did you ever think that Curl Keeper would take off and become such a popular frizz fighting product?

To be honest, no I didn’t. And I’m grateful for all the support I received throughout the process. The thing is that Curl Keeper works, and it works consistently. That’s what makes it successful: It will survive problems.

6. The new Curl Keeper Styling Collection recently made its debut in September 2014. Curly Hair Solutions styling products are now under the new Curl Keeper brand. What contributed to the decision of collectively placing your styling products under the Curl Keeper brand?

We need to manage and maintain our brand’s style. Placing all our styling products under the new Curl Keeper brand made sense – all of our products are perfect for cocktailing and the multiple-product use, so long as Curl Keeper Original is an essential part of the formula. Curl Keeper Original is and will remain the foundation for our styling products.

7. What’s next for Curl Keeper brand? In the next five years, where would you like to see Curl Keeper brand positioned in the beauty industry?

I want to make Curl Keeper readily available to everybody. The product works and it would amazing if I could share it with curly haired people worldwide. My goal is to place Curl Keeper on the shelves at a retail level.

After 20 years of successfully creating healthy frizz-free curls, the award-winning Curl Keeper formula continues to evolve and is now the foundation of its own styling collection. It has been a huge success for Jonathan Torch and his curly team and it’s amazing to see how far it has come. What’s next for the notable curl brand? Stay tuned! You will not want to miss this.