Curl boss Alexandra is the driving force behind the British HairFlair brand, a second-generation family business founded by her father resulting in the innovative Curlformers range which launched in 2007 in Sally Stores USA

HairFlair entered an exciting new era with Alexandra taking the helm in 2016, running the business alongside husband Nicolas.

Alexandra worked on the brand for 9 years before and is the driving force behind exciting new developments including new additions to the range, engaging with top creative agencies for an exciting international rebranding launch and building a growing team of experts within the company. The team at HairFlair is working continuously with top UK and International Stylists as it orientates towards the professional stylist for new and exciting longer-term styling techniques. Equally, it is as ever active in engaging with the retail consumer on styling hair with kindness and fun through the brands’ successful e-commerce website and social media channels. As it continues its’ success story in Sally Beauty Stores in the USA and Europe, as well as developing throughout the European continent, HairFlair is proud to have added Target Stores USA to its growing list of selective hair and beauty distributors and is in the process of launching in new markets such as Japan and the rest of Asia.