Hair Care Brand Curlsmith Appoints isobel for Social and Digital Launch

Community based hair care brand Curlsmith has hired independent agency isobel as its first ever creative agency, to launch its new product in the US, UK, Canada, and Europe.

Curlsmith was founded in 2018, and has grown rapidly, through social media, to become a market leader for products specifically for curly, coily and wavy hair, and is stocked in all Ulta Beauty stores in the US. The brand was bought by Helen of Troy, a US based multi-national consumer group, in 2022, and has recently gained significant increases in distribution, including Sephora.com and is expanding further in the UK.

isobel have been appointed to create a new campaign, to launch Curlsmith’s exciting new product (out on 4th April) across social and digital channels, as well as gain broader awareness of the brand.

isobel will work alongside Curlsmith’s LA based media agency, MuteSix.

Vicky Metcalfe, Chief Marketing Officer at Curlsmith states: “We wanted to find a creative partner who really got our brand and our audience, and in isobel, we found that. We’re all very excited.”

Jamie Williams, Managing Partner of isobel states: “Curlsmith is a fantastic and authentic brand that’s grown rapidly, and this is a really exciting opportunity for isobel. I can’t wait to see the campaign we have in development go live.”