Flora & Curl

Background

Since launching in 2017, Flora & Curl has flourished as a plant powered haircare brand rooted in the belief that textured hair deserves rich care. Their growth had been steady, fuelled largely by digital campaigns carefully aimed at their core audience.

But by 2025, founder Rose felt the moment had come to step beyond the familiar. She wanted to broaden their reach, introduce their story to new communities, and supercharge brand fame.

To do that, they needed more than targeted social ads. 

They needed scale, visibility, and a platform that could carry their message far beyond their existing base.
 

The Big Idea

Their breakthrough came through Channel 4 and Lloyds Bank’s Black in Business initiative. 

Black in Business was established to address the systemic funding barriers facing Black‑owned businesses. Despite their impact and innovation, 56% of Black founders only receive funding once their business is already successful, and just 0.24% of UK venture capital goes to Black‑owned companies.

As one of four winners in 2025, Flora & Curl received:

• £150,000 of premium Channel 4 airtime
• Six months of business mentoring from Channel 4 and Lloyds executives

For the first time, they could combine emotional, high‑quality storytelling with nationwide reach, unlocking the scale that digital channels alone could never match.

Making It Happen

Working closely with Channel 4’s commercial team, Flora & Curl built a high‑impact media approach anchored in powerful creative and smart planning. The partnership ensured the brand squeezed maximum value from every second of airtime, from strategy to execution.

The campaign launched in a premiere break within Bake Off: The Professionals, instantly reaching 1.4 million viewers. From there, the brand appeared across Channel 4’s most iconic programming - The Handmaid’s Tale, Below Deck, The Couple Next Door, Sunday Brunch - aligning Flora & Curl with the shows viewers love most.

On Channel 4 Streaming, the momentum continued as the campaign ran across top‑performing titles including 24 Hours in Police Custody, Taskmaster, and Married at First Sight Australia, reaching audiences in both lean‑back and on‑demand viewing modes.

Results

Against their goals of accelerating awareness, increasing site traffic, and driving sustainable commercial growth, the campaign outperformed expectations:

• Orders: +60%
• Gross sales: +53%
• Web traffic: +40%
• New customers: +71%
• Branded search: +131%
• ROAS: +53%

And beyond immediate sales impact:

• Campaign Impact: Viewers showed growing memorability over the seven‑week burst, signalling strong distinctiveness.
• Creative Effectiveness: The advert actively differentiated Flora & Curl on quality, expertise and individuality, driving persuasion and emotional warmth by showcasing the products in an authentic, uplifting way.
• Brand Building: As the campaign grew, brand awareness and consideration rose consistently, carving out a 3.5‑point awareness gap over their nearest competitor.

Together, the combination of Channel 4’s reach and Flora & Curl’s powerful creative proved that TV could be a long‑term engine for brand fame and category leadership.