Curlsmith names dancer and creator Starr Kiely as new brand ambassador

Curlsmith has named dancer and creator Starr Kiely as its new brand ambassador, marking a partnership centred on celebrating curls, promoting texture positivity and encouraging consumers to embrace their natural hair. Kiely has built a career spanning dance, beauty, fashion and lifestyle, combining her work on stage with a growing digital community. As part of the partnership, she will share her favourite Curlsmith products, styling techniques and insights into her own hair routine, while helping consumers identify approaches suited to their individual curl patterns and lifestyles.

The appointment follows Kiely’s own changing relationship with her curls. After going through a personal journey towards embracing her natural texture, she has increasingly used her platform to encourage others to feel confident wearing and caring for their natural hair.

“Curly hair is something to be celebrated, and we should be proud of it,” said Kiely.

Kiely is also a member of Diversity, the British dance group that rose to prominence after winning the third series of Britain’s Got Talent in 2009. Beyond dance, she has established herself as a fashion, beauty and lifestyle creator, collaborating with brands including L’Oréal, Disney, Samsung and JD Sports. Her social audiences currently total more than 300,000 across Instagram and TikTok.

Earlier this year, Kiely also spoke at Creative Equals’ RISE conference about female creators establishing their voices and communities, discussing her experience working within the traditionally male-dominated world of dance and the importance of authenticity online.

Speaking about the Curlsmith partnership, Starr Kiely, Dancer, Creator and Curlsmith Brand Ambassador, said:

“Partnering with Curlsmith felt really authentic for me because I’ve been on my own curl journey. What I really love about the brand is that they celebrate every curl type and encourage people to embrace their natural texture with confidence. Not only are their products incredible, but they’re also passionate about educating people and helping them build routines that work for their individual hair and lifestyle, because we all know there’s no one size fits all approach to curly hair. This partnership came about really naturally, and it feels like the perfect fit not only for my own curl journey, but also for what I want to advocate for within the curly hair community. I’m so excited to see what we can create together and the impact we can have on the community as a whole.”

Building curl confidence

The partnership aligns with Curlsmith’s wider Curl Confidence mission, which focuses on helping consumers understand and care for waves, curls and coils without treating textured hair as a one-size-fits-all category.

Curlsmith originated as an online community where people with textured hair shared routines, home remedies and frustrations around products that were not designed for their hair needs. That community subsequently developed into the Curlsmith product range, with education remaining a central part of the business. Its approach considers factors including texture, density, porosity, hair health, hormonal changes and seasonal differences when building a routine, supported by educational content and personalised product recommendations.

The brand’s professional-grade formulas span cleansing, conditioning, treatment and styling products for hair ranging from loose waves to tight coils. Curlsmith’s formulas are vegan and cruelty-free, with the range formulated without silicones, sulphates, parabens, mineral oils, drying alcohols, artificial dyes and phthalates.

Curlsmith refreshed its ranges and packaging in 2025 to make the portfolio simpler to navigate according to individual hair needs, while retaining the core formulations.

Mira Obersteiner, Associate Marketing Manager, Curlsmith EMEA, added:

“We're thrilled to welcome Starr Kiely to the Curlsmith family. Starr's authentic curl journey, her passion for self-expression, and her commitment to empowering others to embrace their natural texture make her a natural fit for our brand. From inspiring audiences on stage to connecting with her community online, Starr embodies the confidence, individuality and inclusivity that are at the heart of Curlsmith. We're excited to partner with her to continue celebrating curls in all their forms and to help more people feel confident in their own hair journey.”

Through the partnership, Curlsmith and Kiely will work together on content designed to combine product education with personal experience, styling inspiration and advice, while continuing to promote individuality across the textured-hair community.