Curl Care Redefined

If you don’t have the August 2021 Box, you don’t know what you’re missing. This box contains 3 full-size ultra-moisturizing hair products from Imbue + 5 other new self-care products that you can discover. Get total curl confidence with these vegan curl products for all curl types from 3A – 4C. Made with sustainably sourced ingredients like Coconut Oil and Cupuaçu Butter the Sulphate Free Shampoo, Curl Respecting Conditioner, and the Curl Empowering Crème Gel are designed to lock in moisture and strengthen hair. Find out more on how this newly launched, vegan hair care brand wants to help empower your textured hair and the benefits of the key ingredients.  

How did Imbue get its start?

Kinks, curls and coils – in all their glory - are being uplifted and embraced more than ever before. We were motivated by the curl movement and the emotion behind curly hair. We wanted to help women celebrate and respect the power of their curls, in a curl-friendly, sustainable way. 

We set out to bring a range to life that was for those curly girls embracing their natural curls and taking this curl journey. We wanted to inject positivity, be part of the curl conversation and become part of their daily – and weekly – hair regime. 

Working with our experienced product developers as well as Brand Ambassador, celebrity hairstylist Michelle Sultan, Imbue’s vegan haircare range was created! We know that moisturized, healthy and defined curls are the goal so all of our products are 100% Curly Girly Compliant. That means only moisturizing, sustainably sourced ingredients and absolutely no heavyweight silicones, parabens, alcohols or sulphates. 

It’s just an extra sweet bonus that our products look great on your bathroom shelf and leave your curls smelling extra delicious too!

Here at Imbue, we’re just getting started. It’s not about controlling kinks, curls and coils, it’s about energizing them – and we have just the range for you. 

What does Imbue mean?

The definition of Imbue is to inspire with a feeling. That feeling is positivity and empowerment. Imbue empowers people with curls to have a great hair day every day.

You’ve joined forces with Celebrity Hairdresser, Michelle Sultan as your Brand Ambassador. How has that relationship been beneficial for Imbue?

IMBUE Sulphate Free Shampoo


What can people expect after using the Sulphate Free Shampoo?

Our award-winning Sulphate Free Shampoo will gently lift away oil, dirt and grime, leaving hair and scalp feeling hydrated, nourished and healthy. The moisture-rich formula plumps and defines curls for a soft, smooth finish.  

What are the key ingredients in this shampoo?

  • Coconut Water 
  • Cupuacu Seed Butter
  • Shea Butter Extract

What are the benefits of these ingredients?

Lightweight Coconut Water refreshes and revitalizes hair and scalp. 

Rich, moisturizing Cupuacu Seed Butter helps to rescue damaged hair and seal the cuticle, whilst nourishing curls from root to tip. 

Replenishing Shea Butter Extract moisturizes and softens dry curls, leaving them feeling restored and nourished.

Are there any tips you can give us for best results?

Smooth this nourishing Shampoo through wet hair in small sections in a downward, smoothing motion. This prevents knotting and tangling, and ensures each individual curl is cleansed and hydrated. 

IMBUE Curl Respecting Conditioner

How important is it to follow up with the Curl Respecting Conditioner?

Our Curl Respecting Conditioner will help seal the cuticle after washing, meaning all of the moisture and goodness stays deep within. With hydrating Olive Oil adding slip, our Conditioner can help improve combability, meaning it’s quicker, easier and snag-free when detangling cleansing.

The Curl Respecting Conditioner is made with Olive Oil, Coconut, and Cupuaçu Oils. Why did you select these oils for this conditioner and how do they benefit the hair?

We wanted to have a selection of oils which can complement each other and work together add slip, penetrate inside the curls and then lock all of this newfound moisture deep within. 

Olive Oil: provides essential slip, allowing a comb or fingers to glide through curls without snagging or tugging
Coconut Oil: penetrates into the deepest layers of the hair shaft to moisturize and condition from inside out
Cupuacu Seed Butter: nourishes curls & seals moisture deep within the hair cuticle

Do you suggest sitting under the dryer with the Curl Respecting Conditioner?

We would not recommend sitting under the dryer with our Curl Respecting Conditioner. For a deep treatment, try our ultra-rich Curl Restoring Intensive Mask

Michelle Sultan

What are the key ingredients in the Curl Empowering Crème Gel?

  • Coconut Oil
  • Jojoba Oil
  • Sweet Almond Oil 
  • Cupuacu Seed Butter

What are the benefits of these key ingredients?

  • Hydrating Coconut Oil penetrates thirsty strands to moisturize and condition 
  • Jojoba Oil deeply nourishes dry hair and scalp, locking in moisture to keep curls hydrated and healthy
  • Sweet Almond Oil is lightweight yet ultra-moisturizing. Rich in vitamins, this hair-loving Oil enriches curls with moisture and keeps hair soft for longer than day one.

IMBUE Curl Empowering Crème Gel

How do you use the Curl Empowering Crème Gel?

Apply the Curl Empowering Crème Gel to clean, damp hair and comb, twist or finger style as desired. Air dry or diffuse depending on your mood. We find we get more volume and definition with a diffuser. 

Blend the Crème Gel with a drop or two of our Curl Worshipping Oil to add extra smoothing and shine power. Combine with our Curl Inspiring Conditioning Leave-In Spray to tackle areas that need more love, like the ends.

What can women expect after using?

Hair is left soft and hydrated.
Natural curl and coil pattern are enhanced, without the frizz or flyaways.
Flake free, lightweight finish with a long lasting, medium to strong hold.

How long will your curls last with the Curl Empowering Crème Gel?

With proper TLC and protection, your curls will last two – three days! Wrap your curls at night and follow with a spritz of our Curl Inspiring Conditioning Leave-In Spray to rehydrate and redefine. Use your fingers or a pick to separate and fluff your curls for a voluminous finish.  

What tips can you suggest on to use the Curl Empowering Crème Gel?

Work through curls in small sections to ensure maximum definition and shine. If your curls become dry, re-dampen with our Curl Inspiring Conditioning Leave In Spray

Are these 3 hair care products for all hair types?

Yes, these products can be used on all curl types from 3A – 4C. 


You’ve joined forces with Celebrity Hairdresser, Michelle Sultan as your Brand Ambassador. How has that relationship been beneficial for Imbue?

Michelle Sultan is the absolute authority and expert when it comes to afro and textured hair. She is the magic hands behind the hair of celebrities such as Jennifer Hudson, Solange Knowles, Mel B and Jordyn Woods. We feel incredibly privileged to have had her on the Imbue journey with us from the very beginning. Michelle has brought so much experience, insight, expertise and most importantly passion to the brand. It was so important for us to work with someone who would match our love of curls and the understanding that Imbue is and always will be, a celebration of every single curl type. It was crucial that each piece of the Imbue collection was approved by Michelle, she vigorously tested every single formulation and product until she was 100% happy that it performed over and above her exacting standards. Michelle takes huge pride in her craft and the art of working with all hair types and textures. In addition to her skill is her authentic nature and personality, which shines through especially when talking about her favorite topic, curls!

What finishing products can you recommend from your line?

Our Curl Worshipping Shine Oil & Curl Energizing Hydration Serum will plump, re-energize and redefine second, third- and fourth-day curls, helping to extend your curls for longer! The final step in your styling routine, they will help lock in moisture, smooth and protect hair from humidity and daily stresses.  

What is Imbue’s brand philosophy? 

Imbue is all about inspiring with a positive feeling but that doesn’t just stop at hair. We are committed to the continuous improvement of our brand to be better for the environment, continually reviewing our choices of packaging, ingredients and ensuring sustainable sourcing. 

We are proud to say all our bottles are made from 100% recycled materials and can be recycled or reused – and we’re not stopping there. The goal is for our entire range to be made from 100% recycled material, as soon as possible 

Our formulations are always cruelty free, vegan, infused with sustainably sourced natural oils or butters and 100% Curly Girl friendly

What’s next for Imbue?

Here at Imbue, we’re committed to providing the right curl products, tools, tips and tricks, both for those just starting their journey and those who have an extensive fountain of curly knowledge. We know there is still a long way to go and we’re ready to take that journey with you all. Keep your eyes peeled for some exciting NPD launching soon! 

Subscribers who get the August Box will get a Curl Liberating Sulphate Free Shampoo, Curl Respecting Conditioner, and the Curl Empowering Crème Gel. What is the one thing you want them to know?

Packed full of moisture-rich butters and oils, our Shampoo, Conditioner and Crème Gel will hydrate, smooth and define curls and coils, leaving them feeling soft and bouncy. There is no going back!


To keep up with Imbue you can follow them on Facebook and Instagram.