Let’s Upgrade Curly Gurl Luv!

 Our Curly Gurl Luv Story

In our community, barber shops and salons provide a unique social function. They are cultural sanctuaries. Historically, beauty supplies have not served that role. When I (Christina) learned that Black women are the primary consumers of hair care products but own less than 5% of all beauty supply stores nationwide, I decided I wanted to become a part of the solution. 

After a lot of research and prayer, my husband Alex and I decided to invest in our community. I received professional mentorship and training from an industry expert and quickly learned how to launch and sustain a black-owned beauty supply store. We have created the beauty supply store that we believe our community deserves. A beautiful, modern space that celebrates our unique culture and beauty. 

For our grand opening in April 2022, we had an outpouring of support from the community! There were over 200 people in attendance, including the Mayor of Lawndale, City Council Members, and County representatives from Supervisor Holly Mitchell’s Office. 

Curly Gurl Luv is a meaningful symbol to the community. We are demonstrating that Black women can have ownership in the hair care retail space. We are joyful that many of our first customers were excited that we are in the community and that they no longer have to travel long distances to meet their beauty needs. We are proud to have created a beautiful, safe space that is for us, and by us. 

Community Impact

Curly Gurl Luv has accomplished so much in less than a year! We are a social enterprise that is dedicated to empowering women to grow in “self-luv” and celebrate their unique beauty. We provide opportunities for local black-owned brands to sell products in our store, and online. We address issues of poverty by hiring from within the community. 

Part of Curly Gurl Luv’s mission is to create a safe space where we learn about our hair from each other. We have accomplished this by hosting free natural hair workshops where textured hair experts answer questions and complete product demonstrations. Like our “Curl Care 101” workshop, it provided free training from hair experts like Dr. Kari Williams.

Dr. Kari teaching at Curl Care 101.

     Breast Cancer Warrior💝

Last year, when we learned Black women have a 31% breast cancer mortality rate – the highest of any U.S. racial or ethnic group - Curly Gurl Luv dove into action during Breast Cancer Awareness Month by launching our “She Fights On” Campaign! We partnered with Fashion Source Wig Collection to provide free human hair wigs and wig care products to women at the South Bay Cancer Center in Lawndale, currently undergoing Chemo. 

How You Can Support Curly Gurl Luv

Many of you have been on this journey with us over the last year and we couldn’t have made it this far without you! Now that Curly Gurl Luv has been in operation for nearly a year, we have received feedback about what additional products and hair our customers would like for us to provide. With your contribution to our campaign, we will be able to expand the products and extensions we provide so Curly Gurl Luv can continue to uplift the community and provide safe spaces where we can learn about our hair from each other.

Every dollar makes a difference and gets us one step closer to our goal!

 About the Founders

Co-Founders Christina & Alex Smith

Christina and Alex tied the knot in 2016, in Corona, California.  After meeting in 2013 at a conference for a Christian organization they both worked for, they connected on social media and discovered their shared passion for justice and delicious food. In 2018, they settled back into South Los Angeles, the community where Christina grew up. They both used their degrees, skills, and passion to further invest in the youth and families in their community. Christina empowered students as a Special Education teacher and case manager in Title One schools. Alex serves as a pastor and program administrator for community capacity initiatives at USC.  Their shared calling is to empower and invest in black and brown communities. In addition to Curly Gurl Luv, Alex and Christina have two toddlers: Josiah & Charis. As a family, they enjoy exploring different parts of LA, playing games (especially board games), staying active,  spending time with family & friends, and cooking.