On episode 021 of Texture Talks, I will be interviewing Badria Ahmed, Founder of Holy Curls, a UK-based textured hair care brand for waves, curls, coils and everything in between, that is boldly moving in a new direction. 

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As from 2022, they have removed all references of typing hair in numbers and letters (3a/4b etc). This system, as you are aware, was created by Andre Walker and has been the go to hair typing system in the industry. However, describing hair by their curl pattern only shows half the picture. 

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Badria felt it was time to change the conversion about curls and talk about it from a more holistic approach. Prescribing oils and butters for all hair fibres is NOT going to provide moisture, brands and stylists have to dig a little deeper below the surface...... 

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Join our interview, talking in detail about Holy Curls incredible campaign, 'Curls 2.0' which was born out of the realisation that the way brands currently speak to their customers about their curl care simply isn't good enough.