About Embrace For Every Curl

Founded by Cynthia Simango in 2017, Embrace For Every Curl is a salon and online haircare brand that was one of the first to target people with curly hair in Australia.

The Challenge

By 2021, the business had grown in salons and online because of its superior quality and loyal following. But Cynthia knew there was more. To get to the next level of growth she needed to build a stronger brand with a more empowering message.

What we did

Working with Cynthia, we developed a growth strategy using our purpose-driven, strategy-led, and digital-first approach. This included:

  • Using our proprietary brand-building tool, PX™ – The Purpose Experience to develop a combined personal and company brand strategy
  • Facilitated a Business Model Workshop to strengthen the brand’s value and commercial proposition
  • Translated the strategy into a new brand book and guidelines across key brand assets and touchpoints
  • Developed a new Shopify website based on the curly customer journey and user experience
  • Updated Personal and Company Brand LinkedIn pages to position Cynthia and Embrace as thought leaders in the hair and beauty industry.

The Result

In a matter of months, Embrace For Every Curl had reinvented itself into a more confident brand powered by a clear social purpose, Pioneering a natural hair movement that embraces the love of curly hair.

With representation at the core of the brand, Cynthia has been able to take the strategy and deliver new content across online and offline channels from a personal, company, and cultural movement point of view. She is also launching new products and the Embrace Hair School targeting kids and parents as well as hair care professionals.

Wrapping Up

We believe It’s a brand new world. As leaders, we have it in all of us to make the world a better place through the power of purpose and the businesses we work in and create.

Cynthia’s story is ultimately about self-love, which is why she created Embrace For Every Curl in the first place. Now she’s using that story to challenge the hair and beauty industry and our broader society to ensure hair representation and diversity matter.

Join the Embrace movement here.