Our Story

Embrace the Curl was developed by Sophia Omar, a fellow curly looking for the right products just like you! In 2017, she took on a challenge to develop her own "super cream", something that could hydrate, hold and define. The first product was born "It's my Beeswax Hair Cream."  All ETC products are carefully developed to bring out the best of ANY curl pattern with natural, nutrient rich organic ingredients. Embrace the Curl's mission is to encourage more women to love and embrace their natural beauty. Get ready to see your hair transform, to see your curls like never before. Get ready to Embrace YOUR Curl!


We are proudly Canadian owned shipping from British Columbia. We believe in supporting Canadian talent, sourcing the majority of our ingredients and support staff within Canada.