About CURLCRUSH

How did CURLCRUSH Start?

My Inspiration-

It started with a DM.

In the spring of 2020, I was a high school senior stuck at home like everyone else — bingeing Netflix, working out, and spending way too much time on TikTok. Somewhere between the lockdowns and the uncertainty, I noticed something: no matter what I posted, people kept asking about my hair.

That observation planted a seed.

I'd been watching The Profit with my parents for years, and on a whim, I reached out to Marcus Lemonis. The message went something like this:

"Hey Marcus, not sure you'll ever see this but I figured I'd give it a shot. My name is Bella Rush and I've been watching your show for years. I'm one of the many high school seniors trapped at home wondering about my future — and I had this idea. I started posting TikToks out of boredom and kept getting feedback on my hair. So I started thinking: maybe I can develop my own product line specifically for curly hair. I'm heading to college in the fall as a business major but I don't know the first thing about creating a proper plan. Any guidance would be very appreciated. Thank you — Bella."

One day went by. Then two. Then a week. Nothing.

So I let it go — almost. My finance teacher, Mr. Saliski, had always encouraged me to never abandon a good idea without giving it a real shot. So rather than waiting for permission or a response that might never come, I decided to just start. I made a list of what I needed:

A curly hair product. A way to sell it. A way to pay for college.

Simple on paper. Anything but in practice.

Over the next several months, I researched manufacturers across the country — many of whom were closed due to COVID — until I found the right partner to help develop my formula. Then came everything else: business entity, logo, product design, website, content, photography. Every step forward seemed to come with two steps back. But I kept going.

Five months and many long nights later — CURLCRUSH was born.

This brand is personal. It's proof that a good idea and a refusal to quit can become something real. Whether your curls are loose or tight, cooperative or completely chaotic — CURLCRUSH was made for you.

Love,

Bella xoxo