About Clever Curl

Clever Curl was created by a group of Australian curl specialists inspired by the Curly Girl Method introduced by Lorraine Massey. Brought to you by the team from leading organic hair care brand EverEscents, the Clever Curl range is a highly specialised line of hair products carefully formulated to enhance and embrace naturally curly hair to hold the personality and individuality of curls.

After two years of formula creating, talking with curl specialists and prototype testing in curl specialist salons, this exciting yet simple range of 8 curly girl products was born! Clever Curl products provide exceptional quality, clever ingredients and are completely dedicated to the care of all curl types in any environment. All products are formulated with minimal ingredients and are sulfate and silicone free to ensure that nothing gets in the way of beautiful, natural curls.

Delivering moisture and the ability to hold a healthy hydrated curl are paramount functions across the range with the added benefits of Certified Organic Aloe Vera Juice and Rice Water Protein providing the perfect balance of nourishment and strength.

And, while your curls reap the amazing benefits that Clever Curl products have to offer, you can feel good knowing that your products are 100% Australian made and owned, cruelty free, vegan and made with a reduced carbon footprint.

Clever Curl is your curl’s best friend!


Butterfly Foundation

Clever Curl supports Butterfly Foundation by donating 10c from every product sold. We love Butterfly’s vision to ‘live in a world that celebrates health, well-being and diversity’. Butterfly Foundation offers a multitude of services and programs that provide support, treatment, prevention, early intervention, education and training to help those affected by eating disorders and negative body image.

 Body dissatisfaction is the top ranked issue of concern for young Australians (Mission Youth Australia Survey 2015), and a risk factor for eating disorders. Over one million Australians are estimated to have an eating disorder, yet less than 25% of people access specialised treatment and eating disorders are the most fatal of all psychiatric disorders. Butterfly Foundation hopes to establish a better future for eating disorder sufferers, the need for which has never been more urgent.

To find out more about how you can help spread ‘The Butterfly Effect’ and support the work of Butterfly Foundation, visit www.butterfly.org.au

We Use 100% Recycled Plastic Bottles

We are so thrilled to announce that after much research, testing and trialing, we are transitioning most of our plastic, refillable, Clever Curl bottles to 100% recycled land waste plastic

Milk bottles to be exact! 

We estimate that the majority of our packaging will be manufactured from 100% recycled plastic from mid 2023.

Along with the transition over to 100% Recycled Plastic, you may see a very small (almost unnoticeable) variation in the colour of our white Clever Curl bottles from time to time.

This is due to the variety of coloured lids (red, blue and green) from the milk bottles which are used to make our packaging.

We believe this is a small price we are willing to pay in order to do the best we can for our precious environment, and of course will not affect the efficacy or performance of the formula in any way.

The Team at Clever Curl wish to thank you, our valued customers who inspire and drive us to continue to be the best we can be, lead the way in eco-conscious manufacturing practices, and do all we can to protect our precious Mother Earth.

Carbon Neutral

Clever Curl is committed to reducing our carbon footprint and having a positive impact on our climate and environment. We are proud to purchase one tree every business day of the year, helping to reduce the amount of carbon in the atmosphere. We also support Carbon Neutral’s Plant-a-Tree program by planting a new native Australian tree for every new salon who stocks our products. That’s over 1200 trees planted every year!

Further to this, we have pledged additional offset credits to the Biodiverse Reforestation Carbon Offset Program in Australia, which offsets the delivery of customer orders shipped directly from our Queensland warehouse.

To read more about Carbon Neutral’s amazing work, go to www.carbonneutral.com.au

Acknowledgement of Country

Clever Curl acknowledges the traditional custodians of the beautiful land we have the honour of working, living and playing on – the Yinneburra clan of the Kabi Kabi people.

We acknowledge their loss of life, land & livelihood; the displacement of children, family & community; the fragmentation of identity & history. We are proud supporters of Reconciliation Australia and the work they do to educate the community and strengthen the relationships between Aboriginal & Torres Strait Islander people and non-Indigenous Australians.

Ethical Brand Co has developed and implemented a Reflect Reconciliation Action Plan that enables us to take meaningful steps towards living in a just, equitable and reconciled Australia.

To find out more information please go to Reconciliation Australia

The Welcome Here Project

The Welcome Here Project is the new Safe Place Project. The Safe Place Project started in 1992 in response to high levels of street-based violence directed at lesbian, gay, bisexual, transgender, intersex and queer (LGBTIQ) people. Local businesses signed up to become a ‘Safe Place’ and proudly displayed a sticker in their shop front to let LGBTIQ community members know they could seek refuge if they were under the threat of violence.

As times have changed street based violence has reduced, but there is still work to be done in this space. The Welcome Here Project was created to support Australian businesses and services to create and promote environments that are visibly welcoming and inclusive of LGBTIQ people.

Clever Curl is a proud member of the Welcome Here Project and a rainbow sticker is displayed on the door of our Head Office to let everyone know that LGBTIQ diversity is welcomed and celebrated within our business.

Here Now Next – Damon’s story

In December of 2022, Damon came to Ethical Brand Co as a member of Here Now Next. An organisation helping young adults with disabilities attend work experience and find employment. Damon spent a month of work experience with us working on a variety of Graphic Design projects. We quickly saw how talented Damon is and how fast and attentive he is with his work. Damon is now an official Ethical Brand Co Team member working in the Marketing Department creating beautiful illustrations you will see in this video and across our social media platforms.

You can check out Damon’s incredible artwork on Facebook under Damon The Artist.

We Value Local Trade

Clever Curl is a 100% Aussie owned company with all products being manufactured in Australia. Valuing Australian Trade is about purchasing and sourcing materials and ingredients from Aussie suppliers including bottles, labels, posters and marketing materials.

To find out if your favourite brands are truly Australian, go to www.australianmade.com.au

Vegan Friendly

Clever Curl is a Vegan Friendly certified company with all Clever Curl products complying to Vegan requirements. Ingredients lists are clearly explained on all Clever Curl products and are also available on the Clever Curl website.

For more information on vegan friendly brands, go to www.safecosmeticsaustralia.com.au

No Animal Testing

Clever Curl is against the testing of cosmetic products and ingredients on animals. We do not and will never test our products or ingredients on animals, nor will we ever commission others to do so. Clever Curl will continue to campaign until there is a world-wide ban on testing cosmetic products and ingredients on animals.

The team at Clever Curl have a strong passion for ethical and cruelty free manufacturing. To show our commitment Clever Curl has obtained official accreditation from Safe Cosmetics Australia.

To find out more go to www.safecosmetics.com.au

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