From Curls to Commerce with Heather Kennett

Getting Comfortable with Curls

For much of her life, Heather Kennett struggled to embrace her natural curls, not just from feeling pressured to conform to the sleek, straight-haired beauty standards but from not knowing how to manage and style her curls in an authentic way.

Like many with curly hair, she spent years battling frizz, using heat styling tools, and even resorting to drastic measures like ironing her hair—anything to make it behave. But no matter how smooth it looked, something always felt off. “I was 30 years old, walking down the street, and for the first time, I felt completely myself with my curls,” she recalls. That moment of realisation—that her natural hair was not something to fight but to celebrate—became the foundation for the Curly Girl Method Club. This movement helps others find that same freedom in embracing their authentic selves.

The Background to Success

Heather Kennett’s entrepreneurial spark was first ignited in the classroom. Growing up in a hardworking military family, she was instilled with discipline and determination from an early age. But she first glimpsed the possibilities beyond traditional career paths during a business studies class at school. Her teacher, Mrs. Minter, challenged students to dream beyond the ordinary, encouraging them to think big and map out how to turn their ideas into reality. “She told me I was good at business, and I believed her,” Heather recalls. That confidence and an early fascination with problem-solving and hard work planted the seeds for what would later become her entrepreneurial journey.

Before launching the Curly Girl Method Club, Heather Kennett honed her business acumen in the fast-paced worlds of estate agency and recruitment. She built a strong foundation in sales, negotiation, and client relationships, excelling in corporate roles where performance was everything. Working for Manpower, she secured major NHS contracts and thrived under high-pressure targets. Later, she took the leap into entrepreneurship, founding her own estate agency and recruitment firm. These early ventures sharpened her strategic mindset and instilled the resilience and adaptability that would prove invaluable when she pivoted into the curly hair industry.

A Passion Turns into a Movement

In 2017, Heather launched a Facebook group to share her knowledge and engage with people who faced similar challenges. What started as a small online space quickly grew into a thriving community filled with people eager to learn how to care for their natural curls properly. Encouraged by the overwhelming response, she developed the Curly Girl Method Club Starter Kit, which has now helped thousands transform their hair.

“People were saying, ‘Heather, you should really do this. You have a talent for this.’ And that was a lightbulb moment for me.”

Overcoming Challenges in Business

Building a haircare brand from scratch was no easy feat. Heather faced multiple hurdles, from navigating product formulations to dealing with manufacturers who insisted her vision was impossible. She remained determined, refusing to compromise on the integrity of her products.

“I was told strictly that what I wanted couldn’t be done,” she says. “They kept sending formulations that contained ingredients I specifically asked to exclude. It was frustrating, but I refused to settle.”

At one point, she even sold her last investment property to fund product development—a huge risk that ultimately paid off.

But success also came with its darker side. Heather has faced online trolling and criticism, including deeply personal attacks that targeted her parenting.

“It was heartbreaking,” she admits. “But my community came together to support me, and that kept me going.”

The Power of Community

Globally, it's estimated that around 60% of the population has some form of curl in their hair. Heather was on a mission to bring joy and happiness to other curly-haired individuals and to feel pride in their curls. Accelerated with her desire to help others experience the wonder of their natural hair, she stepped out of her comfort zone and into social media to share her tips and techniques on embracing natural hair.

Unlike many businesses focusing purely on sales, Heather prioritises building a community. With over 400,000 followers across social media, she remains deeply involved, personally responding to messages and sharing insights.

“I genuinely love talking to them,” she says. “For every one person with a problem, I know that if I put out the right information, I can help hundreds.”

The Future of Curly Girl Method Club

Heather has big plans for the future. She has explored retail partnerships with major supermarkets but is taking her time to ensure it’s the right fit. In the meantime, she’s looking to expand her presence in professional haircare by offering education and certified training for hairdressers unfamiliar with curly hair.

“I want to go to the people who aren’t trained in curly hair and help them understand how to work with it. That way, more people can have a great salon experience.”

She’s also exploring ways to scale the business without losing its personal touch, considering growing her team in 2025.

Advice for Aspiring Entrepreneurs

For women looking to start their own businesses, Heather’s message is simple: just start.

“Don’t worry about turning it into a business right away. Just begin. If I had thought about all the technicalities involved in creating hair products, I might never have started. You learn as you go.”

She also emphasises the importance of authenticity and passion.

“If you’re building a community, do it because you truly care. People see right through those who are only in it for the gain.”

What’s Next?

Heather is currently part of several business accelerator programs, including NatWest Accelerator and By Women Built, where she is learning how to scale her brand sustainably. She remains committed to her mission of helping people feel confident in their natural curls while ensuring her business continues to grow in the right way.

Her mantra? “You can do it all—but maybe you shouldn’t have to do it all alone.”

With her drive, resilience, and unwavering commitment to her community, Heather Kennett is a force to be reckoned with in the haircare industry.