CURLDAZE Founder Robyn Atwater On Going From Beauty Influencer To Beauty Boss

Beauty influencer Robyn Atwater has amassed a loyal following over the past decade for her popping curls. We’ve followed her tutorials to achieve everything from flawless finger coils and straw sets to her now-ubiquitous horseshoe method for one of the best Flexi-rod sets ever (watch here).

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So, it only made sense for her to go from mixing up cocktails of other brands to creating her own line, CURLDAZE. The premiere collection features her own special kukui nut oil blend to address one of the biggest pain points of natural haircare: hydration, along with length retention and curl definition. 

We caught up with the beauty boss to learn more about her first year as a brand owner and what it means to help her customers live their best curl life.

SADIAA: Congratulations on the success of your debut collection. It’s all about styling — what made that your first move?
ROBYN: My first offerings are the Ultra Moisture Creme, Creamy Curl Styler, and Glossy Shine Gel — they offer as much moisture as possible to the hair.  As a whole, we don’t wash our hair every day, and even if we did, washing daily with shampoos that essentially strip our hair of essential oils is not recommended. [So, in between washes,] our hair needs moisture to prevent breakage and to enhance growth, and that’s what these styling products provide.

SADIAA: Nice! Do you have a personal must-have?
ROBYN: I must have them all!!!

SADIAA: You’ve also got the always sold-out Curl Creator Comb! Do you see yourself expanding into other avenues of haircare?
ROBYN: We will continue to offer products that the people want and say they need! This is our mission. We have our staple products, infused with kukui oil, that provide moisture after washing our hair. We are soon to launch our new line of “Silky Hydration” products that includes shampoo, conditioners, a leave-in, and a hair mask. These products will still have that wonderful kukui oil, plus agave, to take shine to a new level. We will keep our customers; hair hydrated from “shampoo to the final style!”

SADIAA: You went from economist and beauty influencer to beauty boss. When did you realize that your passion could be a full-blown business?
ROBYN ATWATER: The “defining” moment for me was during the course of my being an influencer — I realized that my supporters were looking for something more. They were looking for the “hows,” the “whys,” and the “whats” of my tutorials and my styles. Yes, everything looked good to them, but they wanted to know, what was in certain products and why does it make it good for their hair. This was when I started researching and realizing that I could help answer their questions more expertly if I found the best ingredients out there, and create products that I knew would answer some of these burning questions.

SADIAA: As an influencer and, now, brand owner, how have you come to define beauty?
ROBYN: There are things called beauty “standards” that have been created around the world, within various cultures, and throughout centuries that are so different. I’ve realized in the time I have been on this earth, that beauty simply comes down to personal love, acceptance, and confidence of self.

SADIAA: How do you see your business impacting conversations around Black beauty?
ROBYN: CURLDAZE is founded and run by a Black woman that speaks to other Black women around the world daily. We have a personal connection with the community that goes beyond surveys or market research. We are intuned with what our community needs and will continue to promote diversity and empowerment in our community for years to come.

SADIAA: What has been the most rewarding part so far of being an entrepreneur? 
ROBYN: The most rewarding part is reading the testimonials people send in. Sometimes, I sit down and cry tears of joy to know that I created something that people absolutely love. Often, as consumers, we don’t get a say, but as an influencer, I heard what people wanted and I did something about it. 

SADIAA: Any major lessons?
ROBYN: I did not know how fast the orders were going to come in or how much time and energy it would take to run a fast-growing business. Sometimes, I fell asleep in my clothes on the floor to make sure I could get orders out on time. I had to learn how to manage my time efficiently and fast. It has been a whirlwind experience.

SADIAA: Now that you are helping us live our best curl lives, what do you want your customers and followers to learn from your journey?
ROBYN: I want people to embrace every part of their natural hair by using products that have been designed for them to use in their lifetime and be passed on through the generations.

SADIAA: What legacy do you want to leave with your brand?
ROBYN: We want a leave a legacy that says: “Each and every one of you have a right to have an impact on every aspect of your life, so make your voice heard and you will get what you need and what you want.” We at CURLDAZE are constantly listening, then researching to produce the “best” hair products to satisfy your needs and your wants.  So, here’s to you and your beautiful hair!