Award-winning celebrity hairdresser Michelle Sultan is the creative director and brand ambassador of new curly girl range Imbue
Is Imbue a black owned brand?Imbue isn’t not black owned. It is a range for all curly hair types from 3A to 4C, regardless of race.
Why did you get involved with the brand?I am a hairdresser and specialise in afro hair and I have worked with all hair types for the last 20 years, so it was important for me to be involved with a brand that celebrated all curly hair types.
Did your experience as a hairdresser help in formulating Imbue, if so, what were your requirements?100%, I always wanted to make sure that there was a product for all hair curl types and that they were curl method approved The Imbue range is heavy on moisture levels which I am really pleased about.
What is the USP of the brand?Celebrating all curl types and giving a positive message to people with curly hair about embracing their curls.
What is/are your hero product(s)?(￡8.99/400ml) as its super gentle for cleansing. This product excites me as the curly girl method often doesn’t include shampoo, but I love the feeling of clean hair, but I need to use a shampoo that’s not drying, and will nourish my curls without leaving them stripped of moisture.
Many natural hair products are formulated for Curl 3 types by concentrating on curl formation/pattern, is Imbue really suitable for 4C coils? Which products would you recommend?(￡8.99/100ml)(￡12.99/300ml) is another great one to use.
Where can we find the products?www.imbuecurls.co.uk and Lookfantastic.com
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