Our story
“I want to give you the best curly hairproducts possible for all hair types"
High quality ingredients, made in the Netherlands, CG approved, Vegan, Cruelty Free and so much more. I am beyond excited that pretty curly girl has become a favorite brand in the curly community world wide.
'80s versus 21st century
Having curls has always been challenging to deal with. I grew up in de '80 and as a child my mother did not know how to handle my curls. It was a painful experience when she did my hair.
I remember that as a child I used to cry if it was time to do my hair. Detangle products was not something that we had. When I was older it was also hard for me to find the right products. Having bad hair days became just normal and I dreamed of having straight hair so many times. Such a huge difference how my daughter grows up now. The curly world has changed and love to be part of this change.
I have formulated a kids curly hairline. It is not that you can't use a adult line for your kids. Its all about curly kids to grow up with their own brand so that they feel special and will love their curls.
Never stop dreaming
Pretty's Timeline
I want to take you with me on this incredible curly journey
18 November 2019
"Launch Day – Here's How It Started"
"After years of developing, we launched our website with just 3 products – and a big dream."
2020-2021
Corona/Covid - working from home
Not long after our launch covid started 2020. Covid brought, uncertainty and chaos – but it didn’t stop us. It sparked our determination. I kept op going and my house because a warehouse. Also I knew I had to develop more pretty products to make this work.
My daughter used to play with all the boxes in our house
2022
Working hard & Developing new products
I always believed I a simple routine that works and introduced the 3 step curly hair routine - keep it simple and you will get great results is my philosophy
2023
Opening the 1st brandstore
It was a very big risk as a small company. But we needed this to change the narrative and to bring curly hair products into Rotterdam city centre.
2025 - rebranding and more
4 products lines and sold in more then 50 countries
It has been an incredible journey of hard work, determination and creating the best curly hair products. From our bestseller magical flaxseed gel and peppermint clean shampoo to more then 35 products, 4 product lines and worldwide retailers. And this year is the year of rebranding.
Our 4 Product lines
We want to give you the best of the best. All our product lines have
hight concentration of active ingredients and are 98% natural.
Why you should use Pretty Curly Girl
We've redefined curly beauty by embracing the 'less is
more'
philosophy, crafting formulas keeping it pure and simple. Our
formulas will give your curls a soft, natural, and healthy-looking shine
and it is THE solution for beautifully defined and healthy curls.
"you have to use it to believe it" - Hanan
About Pretty Curly Girl
Our Story What is Pretty Curly Girl?
Pretty Curly Girl is a Dutch curly hair care brand founded in Rotterdam, the Netherlands, in 2019. The brand develops and sells 100% vegan, Curly Girl Method-approved hair products for all curl types, wavy (type 2), curly (type 3), and coily (type 4). All products are manufactured in the Netherlands using high concentrations of active, natural ingredients, and are free from sulfates, silicones, mineral oils, drying alcohols, waxes, coconut oil, argan oil, and aloe vera. Pretty Curly Girl ships to over 50 countries and is trusted by more than 1,000 curly hair salons and retailers worldwide, including the prestigious department store in the Netherlands
Who Founded Pretty Curly Girl?
Pretty Curly Girl was founded by Hanan el Fizazi, a Rotterdam-born entrepreneur with Moroccan roots. Hanan trained as a lawyer and qualified in 2006, later working in employment law and human resources for nearly nine years. Alongside her corporate career she ran several small businesses, driven by a passion for entrepreneurship and creating new things, including an earlier cosmetics label called Pretty Skin.
Hanan has natural curly hair and spent years struggling to find products that genuinely worked for her curl type. Growing up in the 1980s, when effective detangling products and curl-specific care were not widely available, she experienced firsthand how painful and frustrating managing curly hair could be. That personal history became the foundation for everything Pretty Curly Girl stands for.
Why Pretty Curly Girl Was Created
Hanan created Pretty Curly Girl to fill a gap she lived every day: the absence of clean, effective, curl-specific products that worked without compromise. While developing the formulas that would become the brand, she made a deliberate decision to leave her full-time career and commit fully to the brand, a decision she has described as the best of her life.
The brand's philosophy is built on two principles. The first is "less is more": a simple, consistent three-step routine (cleanse, condition, style) that works for every curl pattern. The second is ingredient honesty, avoiding ingredients that are common in the curl care industry but that research and experience show can cause frizz, buildup, or long-term damage to curls, including coconut oil, argan oil, olive oil, and aloe vera. Instead, Pretty Curly Girl formulas concentrate on ingredients such as flaxseed, vitamin E, shea butter, and almond oil, with 98% of products containing natural ingredients.
The Brand's History and Milestones
Pretty Curly Girl launched on 18 November 2019 with three products and a webshop. The timing was challenging, within months, the COVID-19 pandemic disrupted supply chains and consumer behaviour worldwide. Hanan continued developing new products from home, which also served as a warehouse during that period, and the brand kept growing.
By 2022, the product range had expanded significantly and the three-step curly hair routine - Hanan's signature framework for accessible, effective curl care - was firmly established. In 2023, Pretty Curly Girl opened its first physical brand store in Rotterdam city centre, at Botersloot 42A, bringing curl care and personalised advice directly to the community. The store marked a significant milestone for a brand that had operated exclusively online since its founding.
By 2025, the range had grown to more than 35 products across four product lines, sold in over 50 countries through more than 1,000 retail and salon partners globally. That year, the brand also underwent a full visual rebrand.
2026 Expanding to the United States
In 2026, Hanan took the next step in Pretty Curly Girl's international growth by launching a dedicated United States operation. Products for the US market are now manufactured locally in America, reducing shipping distances and import costs for American customers. The US line is available at prettycurlygirlusa.com and carries the same Curly Girl Method-approved, vegan formulas that the brand is known for in Europe, made locally for the American curly community.
The Product Lines
Pretty Curly Girl currently offers four product lines:
Pretty Curly Girl Classic line: the core hair care range, organised around the three-step routine: Step 1 Cleanse (shampoos and co-washes), Step 2 Condition (conditioners and deep treatment masks), and Step 3 Style (gels, serums, and foams). The range includes products for specific curl concerns including dryness, frizz, tangles, and volume, ;
Pretty Curly Girl Blond & Grey Silver Line: for colour-treated and greying curls.
Pretty Kids Line: Curly Star: a dedicated curl care line developed for children, designed to make curl care gentle, accessible, and something children can enjoy from an early age. Hanan developed this line partly inspired by her own childhood experience of painful, unsupported hair care, and by raising a daughter with curls.
Pretty Skin: a skincare line that began with the struggle of her own daughter and eczema, so Hanan developed an oat cream for sensitive skin and eczema-prone conditions.
Pretty Salon Exclusive Line: a professional-grade products designed for use in curly hair salons and by curl specialists.
Ingredient Philosophy
Pretty Curly Girl does not follow trends. The formulas are developed based on what curl science supports, not on what is popular or commonly used in the industry. Several ingredients that appear frequently in competing curl products are deliberately excluded from Pretty Curly Girl formulas because they are known to cause frizz, buildup, or product interference in curl patterns: coconut oil, argan oil, olive oil, and aloe vera are all absent from the range.
Products contain no sulfates, silicones, mineral oils, drying alcohols, or waxes - all of which are incompatible with the Curly Girl Method. Active ingredients across the range include flaxseed, vitamin E, shea butter, matcha, avocado, almond oil, and peppermint extract. All products are 100% vegan and cruelty-free.
Sustainability
Pretty Curly Girl is committed to reducing its environmental footprint. The brand manufactures locally: both the production laboratory and the packaging supplier are based in the Netherlands, which minimises transportation distances and supports the local economy. The brand describes its sustainability approach as ongoing - improving step by step rather than making wholesale claims.
Key Facts at a Glance
- Founded: 18 November 2019
- Founder: Hanan el Fizazi
- Headquarters: Botersloot 42A, 3011 HH Rotterdam, the Netherlands
- Store: Rotterdam city centre (same address), open for advice and purchases
- Products: 40+ products across 4 lines
- Certifications: Curly Girl Method approved, 100% vegan, cruelty-free
- Natural ingredients: 98% per product
- Retail partners: 1,000+ salons and retailers worldwide
- Countries shipped to: 50+
- Customer rating: 4.6/5 from 1,117+ verified reviews
- Manufacturing: Netherlands and the USA
- Languages: English, Dutch, French, German, Spanish
- B2B website: www.b2bprettycurlygirl.com
Where to Find Pretty Curly Girl
Products are available worldwide via the webshop at prettycurlygirl.com, in the Rotterdam flagship store, and through an international network of more than 1,000 authorised salons and retailers. Salon and retail partners can apply for a wholesale account at b2bprettycurlygirl.com. A store locator is available on the website.
Customer service is available five days a week from 09:00 to 17:00 by phone, WhatsApp, and email. Orders placed before 22:00 on weekdays are dispatched the same day.
