From personal struggle to profitable growth, Isha Mahabal and Rutvika Charegaonkar are redefining curly haircare in India
At a time when Indian consumers are increasingly embracing their natural textures, Curl Co. is positioning itself at the forefront of the curly hair revolution. Founded by hairstylist Isha Mahabal and chartered accountant Rutvika Charegaonkar, the brand combines technical expertise with consumer insight to deliver climate-suited, low-effort haircare solutions. In this conversation with BW Retail World, the founders discuss market gaps, product innovation, growth metrics, and the evolving narrative around textured hair in India. Excerpts from the conversation
What inspired the launch of Curl Co., and how did you identify the gap in India’s haircare market?
Rutvika Charegaonkar: Both Isha and I have naturally curly hair and have known each other since childhood. Growing up, we constantly tried to brush our hair straight, believing that was the ‘ideal’. Over time, we realised that wasn’t sustainable and began exploring curly haircare products—mostly sourced from the US.
However, these products did not suit Indian conditions—humidity, heat, and overall climate made them sticky and impractical. That’s when we identified a clear gap: India needed products specifically designed for its weather and hair types. With Isha’s expertise as a hairstylist and my background in finance, we decided to build something ourselves.
Isha Mahabal: Having worked in the hair industry for over 13 years and specialising in curly hair, I saw firsthand how limited the options were. Clients wanted simpler routines and effective products suited to their daily lives. Curl Co. was built not just around Indian hair and climate, but also around making curly haircare easy and accessible.
The curly hair movement has gained momentum in recent years. How has this shift influenced your brand and product development?
Isha Mahabal: The growing acceptance of natural textures has been a strong tailwind. It has encouraged us to expand our product range across different user groups—from students to older consumers. Today’s consumers are also far more informed; they read labels and expect clean formulations. Our products are free from sulphates, parabens, silicones and alcohol, and are vegan.
Rutvika Charegaonkar: We also noticed that while people were experimenting with the curly hair method, many found it too time-consuming. That insight led us to develop “one-and-done” products—single-use solutions that replace multiple steps. This convenience-driven innovation has resonated strongly with consumers.
Can you walk us through Curl Co.’s growth journey so far?
Rutvika Charegaonkar: We launched in March 2024 and initially sold exclusively through our website. Over time, we expanded to platforms such as Amazon, Myntra, Flipkart, and select pin codes on Blinkit.
Currently, 50–55 per cent of our sales still come from our website. We have a repeat purchase rate of around 30 per cent and maintain a strong return on ad spend (ROAS) of 6–7. The business is profitable, with EBITDA margins of approximately 20 per cent, and we have achieved 100 per cent year-on-year growth.
In a highly competitive haircare market, what differentiates Curl Co.’s formulations and product philosophy?
Isha Mahabal: Our differentiation lies in two key areas. First, we are a clean beauty brand—free from sulphates, parabens, silicones and other harmful ingredients that may deliver short-term results but damage hair over time.
Second, our formulations are designed for efficiency. Curly hair typically requires both moisture (via creams) and hold (via gels or mousses). We combine these benefits into a single product, allowing users to simplify their routines without compromising results.
How do you view competition within the curly haircare segment in India?
Isha Mahabal: While the category is still niche, there are a few notable players focusing specifically on curly hair. However, the overall market remains underpenetrated. Given India’s largely wavy-to-curly natural hair texture, the opportunity is significant.
What are your expansion plans in terms of products, distribution, and markets?
Isha Mahabal: We plan to launch three new products this year, with a stronger focus on wavy hair categories. In terms of distribution, strengthening our direct-to-consumer channel remains a priority, alongside onboarding new marketplaces.
We are also refining our packaging and expanding our presence in salons, where we combine product usage with education. International expansion is on the roadmap, but our immediate focus is on consolidating our position in India.
Rutvika Charegaonkar: Education is central to our growth strategy. Through our “Curl Culture” events, we engage directly with consumers, helping them understand their hair type and the right routines. This not only builds awareness but also drives informed product adoption.
Are you exploring offline retail expansion?
Rutvika Charegaonkar: Currently, we sell through Isha’s salons and a few partner salons. Full-scale offline retail is at least a year away, as it requires a dedicated operational framework. For now, we are focused on online channels and salon partnerships.
What have been the biggest challenges—both personally and as entrepreneurs in this space?
Rutvika Charegaonkar: On a personal level, societal perceptions have been challenging. Curly hair has often been labelled negatively. Even today, people question why our hair isn’t straight despite being in the haircare business.
However, this is changing. Curly hair is increasingly becoming an identity, and that shift is encouraging.
Isha Mahabal: For me, the biggest challenge has been changing the definition of “perfect hair”. Many consumers still expect sleek, frizz-free results. Educating them that frizz is natural and that every texture is unique remains an ongoing effort.
Do you see an opportunity in men’s grooming within the curly hair segment?
Isha Mahabal: Absolutely. While our current products are unisex, we recognise the need for targeted positioning, especially given our current packaging. A dedicated men’s line is in the pipeline.
Rutvika Charegaonkar: For now, we are prioritising women consumers, as they tend to use products more frequently. However, men are already adopting our products, particularly for shorter curly hair. The segment holds strong future potential.
