BEAUTYTALKS WITH CURL KEEPER

BeautyTalks with Jonathan Torch, Founder of Curl Keeper

What inspired the brand Curl Keeper?

The fundamental inspiration for Curl Keeper was the discovery that it is possible to control all frizz, on every curl type, for every weather climate, by creating a product that duplicates the same clean effect that water has on the hair. When hair is wet, there is no frizz. Curl Keeper controls all frizz by filling the open cuticles of the hair with water-soluble ingredients that duplicate how water affects the hair. The concept is simple and common sense.

“Curl Keeper controls all frizz by filling the open cuticles of the hair with water-soluble ingredients that duplicate how water affects the hair. The concept is simple and common sense.”

As a salon owner, what hair concerns is Curl Keeper addressing?

Curl Keeper gives everyone the confidence and knowledge that controlling frizz is never a problem without a solution, and it isn’t something that needs to be worked around; frizz can be addressed and solved directly. Once people see how easy frizz control can be for their hair, regardless of curl type, their curl management and styling process is easy. People love seeing their hair frizz-free.

Can you describe the importance of curly hair maintenance?

Maintenance for curly hair is not about the haircut. You don’t have to continually cut your hair to keep it healthy. Curly hair responds beautifully to the proper ingredients, and the proper pH balance of each product. Shampoos must have a pH of 4 to 4.5, and conditioners must be 3.5 to 4, to improve and maintain healthy curls. More than anything, hair responds to our environment. Humidity, indoor heating and air conditioning, and the pH balance and ingredients of products all affect the bounce of every curl.

What has been your biggest accomplishment to date?

There have been so many to mention, but my biggest accomplishment is one that I get to see every day: watching how someone’s self-esteem completely improves when they discover their beauty, and embrace their beautiful, one-of-a-kind style that everybody compliments them on.

What are some challenges you’ve had to overcome with Curl Keeper?

Teaching everyone how to use Curl Keeper properly is a consistent challenge, as no two people have the same hair, and they aren’t sure how to work with such a unique product. There’s a learning curve in how to apply it, all depending on curl type and quality. Thicker, wiry hair requires different amounts of Curl Keeper than thin and very absorbent hair. Taking advantage of hair and its patterns while the hair is wet helps Curl Keeper spread evenly from roots to ends. Learning when not to touch the curls until they are ready for adding volume, or letting them air dry fully before playing with the hair as a styling technique. Everyone has different circumstances that they have to learn how to master; there’s no one-size-fits-all style to use Curl Keeper with – it’s an extremely adaptable product. Some people need to add volume to their hair, and some learn how to elongate and flatten their curls.

What is your go-to Curl Keeper product?

I always start with the Curl Keeper Original Liquid Styler. This product is all about frizz control, and making sure that all the frizz is gone – that’s all it does, and it does this perfectly. If extra hold and support is needed, I cocktail, or mix the Original Liquid Styler with Curl Keeper Gel, or I use the Spray Gel for the added hold. If someone’s curls are rough and dry, I cocktail everything with the Leave In Conditioner, or with the Styling Cream. I have developed so many products that work like tools to create the perfect result. Once the styling is done and the hair is dry, I use finishing products that refresh and reactivate the curls for several days, all to prolong styles between wash days, products like Refresh, Tweek, or our Dry Oil Elixir, that add shine and style to day two or three styles.

“I have developed so many products that work like tools to create the perfect result.”

Run us through your morning routine….

The morning routine on day two or three could make your hair look better than day one if you learn how to reactivate your products and your hairstyle. Especially on those mornings when there’s no time to do a full style, you can just use water to quickly re-do your hair. Curl Keeper products are water-soluble, so by simply running wet hands through your hair, you can instantly reactivate the products for frizz management. Our Refresh and Tweek will do the same thing, adding volume to flat areas, or adding a little bit of extra shine – especially if you use our Roller Jaw Clamps as well, using clips to gain extra height and bounce while the curls air-dry. 

What do you envision for the future of Curl Keeper?

As technology becomes more available, I’m learning how to take advantage of the process of fermentation. I’m learning how to bring out essential essences in herbs that have an incredible effect on both the hair and the scalp. I am currently in the early stages of experimenting with this process, especially for developing treatments to improve the health of the hair itself.

What is the most important thing you would like Curl Keeper to be recognized for?

The most important thing that I want Curl Keeper to be recognized for is to be seen as the ultimate collection of products that work all the time on everyone. The hair will look and feel stronger, healthy, shiny, and manageable, without the look and feel of heavy, greasy products.

What sets your brand apart from the rest?

My entire product line, Curl Keeper, was designed and created by a curly hair hairdresser, for curly hair, based on high performance and excellent results. Every ingredient has been carefully researched and selected in our salon and is tested repeatedly on many different types and styles of curly hair. I have spent, and continue to spend every day, six days a week, for over 35 years perfecting curl management and creating healthy products for curls – it is my burning passion, and it is reflected in the quality of the products I create.

“My entire product line, Curl Keeper, was designed and created by a curly hair hairdresser, for curly hair, based on high performance and excellent results.”

Besides Curl Keeper, what are you passionate about?

My family and communities that I am a part of. I am blessed to be surrounded by a huge and supportive family, including my salon as well. I cherish all of them. I love to travel, and I enjoy learning from the experiences and cultures of many different cultures and people around the world. It inspires me to try new things, and think of new ways and for new solutions to old problems.