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03/12/2021

Curls enters partnership with Beauty By Imagination

Recently it was announced that Curls and its founder Mahisha Dellinger have entered into a partnership and collaboration with Goody and WetBrush owner Beauty By Imagination, or BBI.

Dellinger will remain the majority and controlling owner and also continue to lead the Curls brand, as well as join BBI’s board of directors, the companies said.

“After 19 years building and leading the Curls brand, I have chosen to partner with Beauty By Imagination because their investment, resources and expertise will accelerate our growth,” Mahisha Dellinger, Curls owner said. “Our values are aligned, and they wholeheartedly support my vision to bring more innovation and inspiration to an ever-growing Curls community. This is an exciting new chapter for Curlistas everywhere — longtime customers, and those who will discover us soon!”

Through this partnership, BBI will look to expand Curls’ product offerings, as well as extend its reach across all distribution channels.

“BBI and Curls recognized a unique opportunity to join forces in a strategic partnership that is a win-win for both companies,” Francesca Raminella, co-CEO of BBI said. “Curls is a perfect fit for our strategy because we look for “founder” brands with category authority in hair; strong, authentic customer engagement; and high-performance formulas. The BBI family is thrilled to welcome Mahisha Dellinger and support her in realizing the next chapter of success for Curls. The expertise and leadership that Mahisha will bring to our board of directors is something we all look forward to.”

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