INTRODUCING KNOW YOUR CURLS 💖

If there's one thing the internet has plenty of, it's opinions. And when it comes to curly hair, everyone seems to have something to say.

"That's not curly."

"Have you tried scrunching?"

Sound familiar?

For anyone who's ever questioned their natural texture or felt like their curls weren't quite 'curly enough', this one's for you.

With Know Your Curls, we're putting the Curl Police on trial and challenging the idea that there's a right or wrong way to have curly hair, because your curls shouldn't have to meet anyone else's standards.

 

@umbertogianninihair Umberto Giannini presents: Know Your Curls. 🌀💖 There’s a lot of noise when it comes to curls. What counts as curly. What you should use. How you should style it. What you’re doing “wrong”. But after 25+ years, we know one thing for sure: no two curls are the same. It’s time we stopped trying to ‘fix’ our curls and started understanding them instead. Your curl type.  Your technique.  Your routine. Because knowing your curls isn't about following more rules. It's about finding what works for you. What it needs. What it loves. What makes you feel most like you. To every wave, curl and coil still figuring it out, this one's for you. 💖 Now available at Ulta.com, Amazon and Umbertogiannini.com. Director: Ben Harris @benharris.mp4 Writer: Evie Stylianou @evie_stylianou #UmbertoGiannini #KnowYourCurls #CurlJelly ♬ original sound - Umberto Giannini

So, Who Makes the Curl Rules?

The curly hair community has grown so much over the years, and with that has come more conversations around curl types, styling techniques and what makes a 'good' curl routine.

While there's so much incredible advice out there, it's easy to get caught up in what everyone else thinks you should be doing with your hair.

But the truth is, what works for one head of curls might not work for another.

After more than 25 years of working with curly hair, we know just how different every curl journey can be. And that's what inspired Know Your Curls.

Featuring the incredible @ayame.p, our latest film takes a playful look at the judgement that so many people with textured hair experience, while sharing a message that's always been at the heart of Umberto Giannini.

The only curls you need to figure out are your own.

Understanding your curl type is a great place to start, but it's only part of getting to know your hair. We want our community to feel confident exploring what works for their texture, finding the right techniques and building a routine that makes their curls feel their best.

Because learning about your curls should be fun, not something you feel judged for.

@umbertogianninihair brb, putting my phone on do not disturb and prioritising a good hair day 🤭💖 Products used for bounce you can rely on: 🍌 Banana Butter ☁️ Curl Whip 💗 Curl Jelly ✨ Curl Oil Find them at TikTok shop, @Boots UK and Umbertogiannini.com. #curljelly #curlyhair #umbertogiannini #curls ♬ original sound - jp

A Premiere with Our Curl Community 🍸💖

To celebrate the launch of Know Your Curls, we hosted a special premiere cocktail evening with our beloved curl community.

And what better way to celebrate than bringing everyone together for a night of cocktails, music and a first look at our brand-new film?

With the DJ bringing the energy and cocktails flowing, the evening was all about celebrating our incredible curl community in true UG style. There was plenty of dancing, lots of laughter and so much love in the room as we shared Know Your Curls for the very first time.

Seeing everyone come together to celebrate a campaign inspired by the community itself made the night even more special. We couldn't have asked for a better way to bring Know Your Curls to life!

For us, these moments are about so much more than launching a campaign. They're a chance to connect with the people who have been part of our journey and who continue to inspire what we do at UG.

And we couldn't have imagined a better group of people to share this one with. 💖

Your Curls, Your Rules.

At Umberto Giannini, we've always believed that curly hair isn't one-size-fits-all.

Whether you're only just discovering your natural texture or you've spent years figuring out what works for your hair, there's no deadline for getting it right.

Know Your Curls is our reminder to stop worrying about whether your hair fits someone else's definition of curly and start focusing on what makes you feel good about your own.

To our community, thank you for being part of this campaign and for continuing to make the curly hair space one where we can all learn from each other.

And to the Curl Police? We think it's time to close the case. 👀

Know your curls. Love your curls. 💖

Love, UG x