Paul Mitchell Curls launches a campaign inspired by the emotional relationship curlies have with their hair.

For years, John Paul Mitchell Systems Sculpting Foam and Foaming Pomade have been Holy Grail products for curlies. But the company wasn’t willing to sit on its laurels. They wanted to create a line of products that spoke to the curlies of the world — women who “describe their curls with sounds,” according to Robert Cromeans, the company’s flamboyant Global Artistic Director.

"During our conversations with curly-haired people, we were struck by the highly emotional relationship they have with their hair,” says Nikola Cline, Senior Director of Marketing for JPMS. "We heard some really honest, cathartic and touching stories about life with curls. It was time for us to create a collection of products that would help people embrace their natural curl rather than fight it."

Read More: Paul Mitchell Launches New Curly Line!

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As co-founder of, a website for curly hair she began with her business partner and friend, Gretchen Heber, Michelle Breyer helped create the leading community and resource for people with curly hair. Frustrated by the lack of information on curly hair and the limited products available in the marketplace, the duo launched the site in 1998 with the help of a 14-year-old web designer. When Procter & Gamble called three years later to advertise to the® audience, Breyer knew they had indeed created a force in the industry, providing helpful information and unparalleled expertise for what was then considered a niche market.