Curly Knows Curly: A Love Letter to the Curl Community

Introducing our latest brand film, Curly Knows Curly.

Curly hair has never been just hair. It carries memory and meaning. It’s where confidence grows, and care is learned. With Curly Knows Curly, we wanted to show the honesty behind that connection and celebrate what it truly means to be part of the curl community.

When the film went live, it honestly felt unreal. Within just two days, it reached 3.5 million views and over a million likes, and it didn’t stop there. The film has now passed 16 million views worldwide, with 1.6 million likes and nearly 150k shares and saves on TikTok. Alongside that momentum, our community grew by 25k in just 48 hours, bringing us to 232.7k followers and counting.

But Curly Knows Curly was never about numbers alone. At its heart, this film is a celebration of every curly story, the good, the challenging, and the empowering, connecting the curly community across generations. From childhood memories of your mum brushing your curls dry, to the pressure of slicking them back for a job interview, every curly has a story. These moments stay with you. They shape how you see yourself and how the world sees you.

Today, the narrative has shifted. Curls are no longer something to tame. They are a source of strength, beauty, and pride. This film is a timeless tribute to that journey. It shines a light on lived curly hair experiences, celebrating the beauty, the challenges, and the empowerment that come with embracing curls. It’s designed to inspire not only our own community, but curly people everywhere, showing that we truly understand the experiences that come with every curl.

For Umberto Giannini, this is more than just a campaign. It feels like a defining moment that reflects the incredible growth of the curly hair movement over the last five years, and our role in helping to shape its future. We get curly because we are curly. Every product we create and every decision we make comes from lived curly experiences, from our team and from our community.

Curls carry a lifetime of stories, from early memories to moments that shape who we become. Curly hair has never been just hair, and this film puts those stories in the spotlight, honouring hair that refuses to be tamed and the people who wear it with pride. Comments like “Now THIS is an ad” and “One of the best curly hair ads I’ve ever seen” reminded us why this film matters. Because Curly Knows Curly isn’t just about hair. It’s about recognition. That moment of being seen by people who truly get it.

To celebrate the launch, we hosted our first-ever Umberto Giannini Film Club, a night built entirely around community. Hosted by the incredible @malaikamitau, the evening brought together familiar faces from our world and new ones who felt instantly at home. The room was filled with warmth, laughter, and soft conversation. Voices overlapped in the way that happens when people feel comfortable, connected, and understood.

Guests engraved their own UG Detangler Brushes with @delfont.ink, had portraits drawn by @shainabainsillustration, and shared their Curl Dramas on our hotline. Every corner of the space offered something to discover, each detail capturing the spirit of our community and the shared experiences that connect us.

Watching everyone together was a powerful reminder of what Curly Knows Curly truly stands for. Belonging. Connection. And the understanding that no matter where you are in your curl journey, you are not alone.

To our community, thank you for showing up, online and in person, and for letting us be part of your story. You are the reason we exist and the inspiration behind everything we create.

Because at the end of the day, curly really does know curly. 💗

@umbertogianninihair

Introducing Curly Knows Curly, the short film by Umberto Giannini. Curly hair has never been just hair. Every curl tells a story, of joy, self-discovery, confidence and care. Of playful spirals, bold volume, and the freedom that comes from embracing your natural texture. This is for every curly who’s learned to love their hair, and for those still on that journey. Curly Knows Curly is a love letter to our community. A celebration of strength, individuality, self love & expression. 💗 Love, UG.

♬ original sound - Umberto Giannini