Aussie Curl Power
Curly-haired girls have long been told to tame or hide their curls. Curl Power flips that narrative — in this universe, curls are a superpower, a symbol of strength, identity, and beauty. With Marvel illustrator Jen Bartel, we created six curly-haired sheroes from REAL curly girls who embody confidence and celebrate every curl, coil, and wave. Brought to life at Beautycon LA, Curl Power is recognized by P&G as best-in-class for authentically connecting with Gen Z consumers and is a SABRE Award Winner.
