Toronto entrepreneur Sahar Saidi is preparing to take her direct-to-consumer haircare brand into retail stores after nearly a decade of online growth.
Saidi, founder of Love Ur Curls, said the company was born out of personal frustration with the lack of effective products for curly hair. After years of trying to manage her own hair with multiple products, she set out to create a simplified solution tailored to textured hair.
She began developing the business in 2015 and officially launched in 2017 with a three-step system that included shampoo, conditioner and an all-in-one styling product. Saidi said the goal was to streamline routines for consumers who often spend significant time and money managing curly hair.
The Toronto-based brand has remained primarily direct-to-consumer, selling through its website and online marketplaces. Saidi said that model allowed the company to build close relationships with customers and refine products based on feedback.
She said the COVID-19 pandemic brought unexpected attention to the category, as salon closures pushed many consumers to manage their natural hair at home. This led to increased interest from people unfamiliar with curly hair care, contributing to growth in the segment.
Despite early assumptions that beauty spending might decline during lockdowns, Saidi said curly hair care remained resilient and continues to be one of the faster-growing areas within the industry.
Now, the company is preparing for its next phase, with plans to expand into physical retail. Saidi said potential partners include specialty beauty retailers, salon-based stores and major Canadian chains.
The move coincides with a broader brand shift away from traditional curl-typing systems toward what Saidi describes as a more inclusive and simplified approach to haircare.
Saidi, who previously worked in fields including sales and private aviation, started the business with less than $100,000 in personal funds and loans. She said the company generated more than $1 million in revenue in its first year.
Press release can be found here.
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