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Kiel Start-up Spotlight: curly.do brings the perm back to the salon
Curls are making a comeback – yet traditional perms are often seen as imprecise, difficult to replicate and no longer in vogue. What’s more, the conventional method offers little to no scope for creativity.
With curly.do, the perm is being reimagined – not just as a trend, but as an expression of individuality.
The Kiel-based start-up curly.do, founded by master hairdresser Janine Falke and consultant Barbara Heinbockel, combines technical expertise and creativity with digital support.
With a comprehensive curling system comprising in-depth hair analysis, app-based product selection and a clearly guided process, curly.do delivers controlled and reproducible results – tailored to the individual needs of each client.
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At the heart of the system are seven innovative curler shapes that can be flexibly combined to create natural movement, texture and volume. The result: modern curls that feel like natural waves and open up new styling possibilities in the salon.
Curly.do thus provides hairdressers with a system that allows them to style rather than simply wrap.
We asked curly.do in more detail how they have been supported so far on their journey through Kiel’s start-up scene, both financially and professionally, and what they think makes Kiel such a special business location.
What advantages does Kiel offer as a location for start-ups, and what infrastructure do you make use of?
As a start-up hub, Kiel offers us a streamlined process from idea to development to production: our curly.do moulds were initially 3D-printed at FabLab Kiel and were subsequently further developed into production-ready tools and moulds in collaboration with a regional partner in Dänischenhagen. The close, face-to-face collaboration on site was particularly valuable, as it enabled rapid iterations and tailor-made solutions.
Thanks to the wide range of funding opportunities and diverse players in the start-up scene, Kiel offers ideal conditions for all founders. For us, the early, intensive start-up consultancy provided by KiWi was extremely valuable, as it played a key role in guiding us through the structural development of the start-up.
Why did you decide to take part in KielRegion.Accelerates, and what are you hoping to achieve from it?
We decided to take part in KielRegion.Accelerates so that we could gain an objective, external perspective on our business. The aim is to gain new insights, bring in relevant experts and strategically develop our existing structures. Mentors and regional networks have played a key role in this process: they have helped us to challenge our assumptions, refine our decisions and articulate our vision more clearly.
Bootstrapping, venture capital, grants, loans... how are you funded, and what advice do you have for other start-ups looking for funding?
We, the founders, are largely self-funding curly.do and relying on bootstrapping. We also received financial support from the funding programme for innovative start-ups in Schleswig-Holstein – the WTSH Seed Investment Bonus – to develop our prototype into a production-ready product.
What have been your biggest challenges so far, and in particular when it comes to securing external funding?
One of our biggest challenges was to clearly understand and categorise the very diverse needs of hair salons when it comes to curls. As curly.do caters to a specialised niche, the salons’ level of knowledge, expectations and willingness to adopt the service vary greatly – this diversity required in-depth discussions, testing and adjustments.
What advice would you give to other founders?
Our most important advice to other founders is therefore: engage in direct dialogue with your target audience early on and on an ongoing basis, even if they seem ‘clearly’ defined at first glance. Particularly in niche markets, the key to success lies in listening carefully, remaining flexible and adapting your offering step by step to meet real needs.
What support from our network could help you grow even further?
For us, the key lies in dialogue – with founders as well as with companies and experts in the region. Fresh perspectives, honest feedback and shared experiences clearly show us what steps we should take next. In addition, targeted contacts with industry experts play a central role in increasing our reach and expanding our market access.
Would you like to find out more about curly.do, or could you support the start-up with your network and expertise?
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