This month, curly hair specialist Only Curls is marking a milestone: one year since their first-ever bricks-and-mortar launch with leading retailer Boots. What began as 390 stores in 2025 is set to nearly double, with distribution expanding to 762 stores in 2026.
The impressive growth reflects exceptional sales and strong consumer demand. Only Curls has emerged as a true leader in wavy, curly, and coily hair care, establishing itself as a go-to destination for the curl community nationwide.
Only Curls’ continued expansion underscores its commitment to delivering high-quality, innovative products that meet the needs of modern curl types.
As part of Boots’ February 2026 category rebuild, Only Curls will expand its in-store range with three additional SKUs, including the highly anticipated Shine and Define Serum and the launch of the Intense range. The Intense Cream and Intense Gel have proven especially popular with customers with coily hair types, completing a portfolio that now caters to all curl textures from wavy and curly to coily.
Following repeated sell-outs on the brand’s direct-to-consumer channel, Boots will lead the nationwide in-store restock and launch of the Intense range, bringing these high-demand products to shelves across the UK.
Only Curls’ retail success has underpinned this expansion. The brand sold out before 11am during four separate £10 Tuesday promotions, despite placing significant forward stock orders to support demand. It is now recognised as one of the top-performing curl brands at Boots, with sales outperforming several established market leaders – a clear indicator of customer loyalty and the continued growth of the textured haircare market.
The brand’s momentum extends beyond bricks-and-mortar retail. Over the past year, Only Curls launched 14 new SKUs on Boots.com, including the Little Curls range for children, travel minis, and two Christmas gift sets, further broadening accessibility and appeal to its growing community.
To strengthen in-store visibility, Only Curls introduced branded standalone floor-standing display units in 112 key Boots stores in Q1 2026. The displays delivered sell-out performance, multiple replenishments, and strong incremental sales, reinforcing the brand’s impact at shelf and supporting its wider growth strategy.
With distribution set to reach 762 stores this year and plans underway to secure top-shelf placement across an expanded number of locations, Only Curls continues to invest in retail presence, product innovation, and serving the full spectrum of curl types. This latest expansion marks a significant milestone in the brand’s journey and further cements its position as one of the UK’s leading curl care specialists.
“Our partnership with Boots has been a game changer for Only Curls, shaping the brand’s success over the past year! We’ve been absolutely thrilled by the response to our range and the incredible support from our community. Seeing our products in more stores is truly a ‘pinch me’ moment – and soon, on top shelves! Our goal is for everyone to be able to walk into their local Boots and find Only Curls, and with this expansion, we’re closer than ever to making that a reality,” said Lizzie Carter, founder of Only Curls.
From a kitchen-table start-up to a multi-million-pound business, Only Curls is a British-born beauty success story that shows no signs of slowing down. What began as a small side-hustle for Lizzie Carter in 2016 has grown into a sellout brand dedicated to helping customers enhance and embrace their natural hair texture.
Famed for its Hydrating Curl Creme, its No.1 bestseller, described by customers as “the best curl cream I’ve ever used!”. Only Curls has fulfilled over one million orders worldwide and continues its mission to make embracing natural curls and coils easy for everyone.
www.onlycurls.com | @onlycurlslondon
