Leading curl care brand Curlsmith has unveiled its latest campaign and brand refresh, “It’s a Curl’s World.” 

Centred around a newly reimagined website which champions women with curly hair at every step of their journey, the fresh visual identity stays true to the same clean, high-performance formulas.  

Curlsmith has simplified its routine with a simple 4-step method to make it easier to shop and achieve desired results. The essential routine can be personalised to target individual's needs such as moisture, anti-frizz, strength and volume.  

As part of the brand refresh, Curlsmith has also debuted two new products. The Awestruck Definition Cream is a lightweight sculpting styling cream which absorbs effortlessly with medium hold. The formula hydrates, fights frizz and protects against heat and UV.  

Meanwhile, the Moisture Memory Release has also joined the brand’s collection. The weightless leave-in spray hydrates curls all day long with instant and long-lasting nourishment. 

Vicky Metcalfe, Senior Marketing Director at Curlsmith, says: “You shouldn’t need a PhD to figure out your curl routine, so we wanted to make things simpler for everyone with any type of curl, coil or wave, to enjoy their curls and unleash their curl confidence. 

“As a celebration of the journey that curlies go on, to be happy with their curls, we launched “It’s a Curl’s World” campaign.  

“We want to hear from the community about their journey, whether it’s at the start and you’re still confused, or a curl champ, nailing it, we’re here to help you at Curlsmith,” Metcalfe remarks.