Janine Jarman, Curl Cult Founder, celebrity stylist, and salon owner, has spent her career inspiring people to express their individual style. Having naturally curly hair herself, she leaned into using perms to solve texture issues her clients were facing - but felt the need to reimagine the traditional perm process, odor and environmental impact. This led her to Italy where she conjured up Curl Cult, delivering a simpler, healthier, more sustainable texturizing treatment. The hero permanent styling system is vegan and clean, with a soft scent and even softer results, that produces effortless waves and curls that grow out with you. As well as a straightforward retail line with lightweight hydration and curl support products even natural curls will love.