· By Haley Shalam
Curls Run in the Family
This Mother’s Day, we’re introducing a campaign that is especially close to our hearts: Curls Run in the Family.
It starts with our moms.
The ones who gave us our curls and sat behind us figuring them out. Learning as they went and teaching us along the way.
Because curls have a way of connecting us. Across generations, across families, even to a stranger on the street who gives you that look (iykyk). But more often than not, it begins there, with our moms, in those small, everyday moments.
When you’re growing up and it feels like every person around you has silky straight hair, it’s easy to believe that’s the standard of beauty. So you desperately try to smooth out your curls, pull them back tight, and beg them to behave…
Until, over time, something begins to shift.
We start to understand our hair differently. We let go of “perfect” and begin to appreciate what is already ours.
And what’s special is that we don’t do it alone.
So many curlies reach this moment at some point in their journey, and it’s truly life-changing. Every mom, grandmother, and great-grandmother was once a little girl with little curls herself, learning as she went and passing down what she knew, even if she was still figuring it out too.
Now, we get to carry that forward with more ease, more softness, and a lot more love.
This new generation is reminding us that curls don’t have to be controlled or concealed. They can simply be, perfectly imperfect, and uniquely yours.
That is natural beauty in its truest form, and it’s exactly why Fusilli exists.
To support that shift. To make curls feel simple, enjoyable, and yours. To create formulas gentle enough for the whole family to use, share, and grow with.
Because what gets passed down isn’t just the curls.
It’s the way we think about them, talk about them, and feel about them. It’s the connection, the ease, the freedom to be yourself.
And when that shift happens, it doesn’t stop with you. That confidence, that permission, gets passed down too.
So this one’s for you, Mom.
Thank you for the curls, and for teaching us to love them.
Consider the curly lineage secured.
The Fusilli Method
At Fusilli, we’re here to make curls feel simple, enjoyable, and uncomplicated.
To show that embracing your natural texture isn’t something to overthink or dread, but something to play with, be patient with, and learn to love.
And once you start to see them that way, everything begins to feel lighter.
Their Stories
Every family has their own version of this story.
What was passed down, what was questioned, and what changed.
For some, their earliest memories with their curls began with hair tugging, slicked-back styles, and an ungodly amount of hair products. For others, there was a turning point, a moment when something clicked and their curls became their favorite feature and best accessory all at once.
But across every story, one thing remains the same: Mom is right there beside you, teaching, learning, experimenting, and figuring it out too.
Sylvia & Linda
For Sylvia, that meant raising Linda with a completely different relationship to her curls than many women grew up with themselves.
She wants her daughter to know, from the very beginning, that her natural features are the most beautiful thing about her.
“I want Linda to grow up knowing her curls are beautiful exactly as they are. She doesn’t need to change a single thing about herself to be beautiful.” — Sylvia
Looking back, Sylvia knows exactly what she would tell her younger self:
“Stop doing treatments. Stop putting things in your hair that aren’t good for you. Stop trying to be like everyone else. Your curls are beautiful, natural, and gorgeous exactly the way they are.” — Sylvia
Emily & Victoria
For Emily, the memories are more about the search.
Growing up alongside her own curly-haired mom, she remembers constantly experimenting, trying products, routines, and styles just to figure it out.
Now, with her daughter Victoria and their matching red ringlets, that same routine has transformed into something softer, simpler, and genuinely fun.
“Now we style our curls together every morning with Fusilli, it’s a game changer.” — Emily
The Falacks
For the Falack family, curls are part of the family dynamic itself. Margo and Allie are just two members of a larger crew of curly siblings, where six curly kids and a curly mom means curls are less of a “hair type” and more of a household staple.
Allie remembers growing up with shorter hair, until a trip abroad shifted everything.
“I saw all these Australian guys with long curly hair and thought, why not? Everyone says long curly hair is hard, but honestly, I never experienced that. I love it.” — Allie
At home, curls were simply part of the routine.
“There was no leaving the house without sticking our heads in the sink. Mom had it running like a curly-haired assembly line.” — Margo
And in true curly family fashion, the curls extend beyond the humans in the house. Their Bernedoodle, Bodhi, has officially claimed his spot as the seventh curly-haired child in the Falack family.
“We get called twins all the time. I’ll walk through the city with him and people are like, ‘Oh my God, your brother.’” — Allie
Lolita & Alexandra
Lolita taught her daughter, Alexandra, from an early age to always brush her hair right out of the shower and never brush curls dry.
Growing up in British Guyana, Lolita remembers how much her curls stood out.
“I love curly hair because you don’t have to do much to it. It’s beautiful all on its own.” — Lolita
“When I was growing up, people always noticed my curls. They’d want to touch them at school. I was proud of them.” — Lolita
Years later, that pride found its way back to Alexandra too.
“I had a stint where I blew my hair out a lot, but as I’ve gotten older, I’ve realized my curls are one of my best features. I love them, and I love that I get them from my mom.” — Alexandra
Frieda & Haley
For much of her childhood, Frieda felt like curls were something you had to straighten to fit in.
That all changed when she saw Naomi Campbell on the cover of a magazine in the early 90s, curls in all their glory, and suddenly felt like curls were finally in fashion.
The blow dryer went in the trash, and she’s been wearing her curls proudly ever since. Over time, they’ve become one of her most defining features.
Years later, her daughter Haley would experience her own version of that same awakening. While Frieda spent much of Haley’s childhood encouraging her to embrace her curls too, it wasn’t until Haley experienced that shift for herself that she truly understood the power of what she had.
“You walk into a crowded room and people notice you immediately. I’d stand in bathroom lines with four people asking for my curl routine. Compliments were coming left and right. Curls have presence. It’s a club I can’t believe took me so long to join.” — Haley
Story after story, the same theme kept emerging: curls becoming so much bigger than hair.
We’re not just inheriting curls, we’re inheriting the opportunity to see them differently. To loosen the braid. To stop fighting texture. To teach the next generation that beauty doesn’t begin once you change yourself, but the moment you finally let yourself be seen as you are.
That’s what Curls Run in the Family is really about.
Not perfect curls, but the people beside us while we learned to love them. The moms who experimented, reassured us, and reminded us, even when we didn’t believe it ourselves, that our curls were beautiful all along.
Because when one person learns to embrace their curls, that confidence rarely stops with them. It gets passed down too.
So this one’s for the moms.
Thank you for the curly genes, the patience, the sink routines, and the love woven through it all.
Happy Mother’s Day!
Xo,
Fusilli