Our Story

 

 

Our Mission: To bring out the best version of YOUR Natural Hair so you can fully Embrace the Curl

 

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. 

That’s how It’s My Beeswax Hair Cream was born — the OG of Embrace the Curl.

Since then, we’ve been on a mission to help curly humans everywhere unlock their bounce, boost their shine, and finally stop the product graveyard from taking over their bathroom shelves.

Our products are made with natural, nutrient-rich, organic ingredients — because your curls deserve the good stuff, not mystery chemicals and false promises.

💫 We believe in:

• Loving your natural beauty (no straightening required)

• Ingredients you can pronounce

• Curls that do the most — and get compliments for it

We're proudly Canadian, woman-founded, and big fans of sourcing local where we can.

So go ahead — flip that hair. Flaunt that texture.
It’s time to Embrace YOUR Curl.