Monday, 08 June 2020

Olew - Liquid Gold For Curls

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From a £100 start up in her kitchen, to a thriving business, Elinor Davies-Farn has become a ‘curltepeneur’ working hard to capture the natural, curly girl market with her new Olew collection of hair care products, designed to help thousands of women and girls embrace their natural hair with ease and confidence.

Olew’s growing social media and consumer following has resulted in their products being referred to as ‘liquid gold’ for curly hair. High praise indeed!

The Olew collection comprises of hair oil, shampoo, conditioner and curl cream, and was born after owner Elinor decided to ditch her straighteners in 2012, embracing her natural hair. Elinor recalls not liking her own curls growing up and being forced to spend a lot of time and effort, straightening her hair, due to a lack of self-confidence and the feeling of pressure to conform. This carried on for years, until Elinor decided to embrace her natural curl pattern. However, Elinor was constantly frustrated at the lack of natural hair care products available on the market, and through extensive research, she found that most products aimed at curls contained chemicals and preservatives that could be detrimental to natural hair health. At the same time, working hard in her first Job in London, it was suggested to Elinor that she wear her hair straight as this was smarter for business. Elinor decided that enough was enough, and the idea to create a curly hair brand ‘Olew’ was born.

Elinor’s aim has always been to give all women the confidence to wear their hair naturally, and her product range is still proudly made and packaged in the UK, and always tested on Elinor’s own curls first.

Olew - the Welsh word for oil, pays homage to Elinor’s Welsh roots. Olew is manufactured in the UK, and together with a Chartered Scientist and Chemist with over 25 years of experience in the cosmetic industry, Elinor ensures that each ingredient has been carefully selected to be naturally hydrating for your hair and environmentally friendly too.

Olew products are available online, and are priced from £13.

Olew Original Hair Oil:

An all-natural nourishing and hydrating hair oil without any sulfates, parabens or silicones. Perfect for curly girls, as well as fine and frizzy hair types. Packed with an abundance of antioxidants to promote hair health and shine to help you and your curls ooze confidence.

The Olew Original is the ultimate hair multitasker – saving you money, time, and space. It works to treat dry, damaged hair, makes an effective scalp treatment, and refreshes curls on the go. It aids growth, repairs heat damaged hair, smoothes and adds brilliant shine. It’s also vegan and cruelty-free.

Olew Curl Cream:

Nourish and define curls with this naturally hydrating curl creme that smoothes curls and minimises frizz. Formulated with a vegan blend of jojoba, avocado and Aloe, the rich yet lightweight Cream adds moisture, which restores curls back to their happy, original curl pattern, all while protecting your mane against sun and atmospheric damage – keeping your curls in place. It offers gentle control, has de-tangle and anti-static properties and improves the hair’s pliability. It also maximises body, shine, and moisture.

Olew Cleansing Shampoo:

Embrace your natural hair with pride. This curl cleansing formula is enriched with a blend of vitamin E, antioxidants, and omega 3 fatty acids to naturally moisturise, nourish, and cleanse the scalp which helps to boost those curly roots. The signature blend of avocado, argan and jojoba helps strengthen your roots and encourages hair growth too. Vegan and cruelty-free.

Olew Clarifying Conditioner:

Infused with the natural oils and enriched with fatty acids and antioxidants which the olew naturally moisturise dry, damaged hair. This luxuriant vegan formulation de-tangles curls and adds shine. It transforms thirsty hair to happy bouncy curls.