The Olew Story.

After years of trying to conform to beauty standards, I finally embraced my natural curls in 2012. Frustrated by products filled with harsh chemicals and ones that never seemed to last, I created Olew – a brand by a curly, for curlies.

Olew reflects my personal journey of self-love and celebrates both my Welsh roots and curly heritage. Every formula is thoughtfully crafted with the finest ingredients, ensuring your curls get the care they deserve. We've grown into a brand that stands for quality, authenticity, and empowerment—helping you wear your curls with pride and confidence.

- Elinor, Founder.