Building a vibrant community with authentic social and influencer campaigns, reaching the next generation of curly haired women

Client Curlsmith

Project Summary

Uprated developed Curlsmith’s social, content and influencer strategy to connect deeply with the curly hair community. From launching TikTok from the ground up to growing Instagram engagement, we brought curl celebration and education to life through a social-first approach.

Grounded in customer insight and trend analysis, the strategy was activated through creator partnerships, event moments and real-time support, driving meaningful community growth and brand activation across organic and paid social channels.

Organic Reach

+ 45%

Vs Previous Year

Reaching highly targeted audiences across core haircare demographics and territories.

Follower Growth

+ 105%

Within 6 Months

Achieved via a blend of scroll-stopping in-house, creator and Influencer content campaigns, plus highly curated event activations.

Total Engagements

+ 135%

Within 6 Months

Driven by a blend of in-house content testing and highly targeted influencer and creator partnerships, identifying key brand partners and ambassadors to create highly engaging content for the curly hair community.

Who is Curlsmith?

Curlsmith is a leading hair care brand specialising in products tailored for wavy, curly, and coily hair. Developed with curl experts and influenced by the curly community, the Curlsmith focuses on high-quality, “gourmet” ingredients. Their products are vegan, cruelty-free, and designed to provide moisture, strength, and definition.

The Challenge

Curlsmith was looking to build an open and vibrant curly haired community by creating pioneering, light hearted and authentic education-focused content to engage the next generation of curly haired women

The Solution

Built by and for the curly community, Curlsmith exists to help people embrace their natural waves, curls and coils with confidence. To support that mission, Uprated developed a channel-specific social strategy designed to grow both community and authority.

Content was segmented across key product and audience verticals, ensuring relevance at every touchpoint. Curlsmith’s trusted position was strengthened through partnerships with respected curly-haired creators on Instagram, while TikTok expanded reach and resonance with a younger beauty and lifestyle audience—bringing curl education and celebration to life across platforms.

Curlsmith Influencer Event Content Creation

The Obstacles

It was integral that we engaged the curly hair community to show empathy and guidance from those in the know. Balancing product knowledge, tips & tricks, and inspiration content from beauty creators further established Curlsmith as the go-to brand for all things curly.

It was also important to look fresh and have an eye on the future, ensuring we weren’t left behind in the ever-changing social media landscape

A Look To The Future

For Curlsmith, the future holds greater partnerships with like-minded brands, significant macro-influencer and micro-influencer collaborations and further technical, beauty and curly-hair community building on Instagram and TikTok.

“ What our team said…

“The curly hair community is passionate and highly engaged. By showing up authentically on TikTok and Instagram, we helped Curlsmith become a brand curly-haired women genuinely trust.”

Shirley Cabrera – Senior Social Media Executive