Nourishing Curl Enhancer

The Social life

take a walk on the wild side

welcome tothe R e - w i ldingof hair

re-wilding hair

It's about saying yes to the natural textures in your hair. They are a beautiful thing and not something to be tamed but enhanced and embraced.

larry says

When I opened my first salon in 2017, it was incredibly important to me that it spoke to all hair textures. I've been surrounded with curls my whole life, my mum, wife, daughter and brother all have curly hair so I've been immersed in curls my whole life. In the UK, the NVQ system that trained me - and the generations of hairdressers in the UK - have had curls entirely missed out of its curriculum until very recently. This meant that hairdressers were not trained to understand how to work with curls and coils - so a lot of people were having bad experiences in hairdressers with their curls and it meant curls were being hidden, straightened and misunderstood.

Shortly after we opened Larry King in South Kensington, we launched our "Hair Remedies" which were all about understanding your natural texture and embracing it. We created "The Curl Remedy" which meant clients could come in, have a hair cut that would support curl patterns and we could show clients how to dry their curls effectively. Back in 2017, hardly anyone talked about curls. But fast forward to 2022, curls are a massive point of discussion on platforms like TikTok and in magazines worldwide. And I am proud to think I might have played a small part in this movement.

I think another huge part of clients resisting the urge to embrace curls is the way they are portrayed in the mainstream media. Like with most things, I refer to the movies. If you look at most teen movies, the main characters always had that straight, swishy, organised hair whilst curls were often depicted as scatty or troublesome - think Rizzo in Grease, or even Sandy's final bad girl curly alter-ego. For me, curls do feel a bit more wild and free, but for me that's something to embrace. Rizzo was always my favourite anyway.

Historically, curl creams I’ve used have left hair feeling crunchy, stiff, unmovable, and worst of all, unable to move your fingers through it. These were all things we wanted to avoid when formulating our Nourishing Curl Enhancer so that those who are nervous to embrace, or have been put off embracing those curls previously, learn to love their curls. So when Laura and I decided to create our own curl cream, we wanted it to be a product that curl-phobes would be able to completely trust in taking the journey to embracing or unleashing their natural texture.

Our formulations don’t only go through a strict testing regime in our laboratories, but they are also tried and tested in our salons by our huge team of experts. We only release a new product when we start hearing them shout that they are wild for it and that it’s the best they’ve used. So who else would we use to launch this product but our own gang of curly experts? You might recognise a few familiar faces from the salon from this shoot, but also my two daughters, my wife and business partner Laura, my mum and my little bro

founder & DIrector

Larry King

photograper

Olivier Yoan

founder & creative director

Laura King

creative Assistant

Cait Dearlove

Editorial assistant

Kirstin Lowe

stylist

Rachel Williams

Production Assistant

Katelyn Demaine

Helen Cowley at Whiteheads

Illustrations

I can't wait to share this product with you that has been in the pipeline since we launched the brand back in 2018! @larrykinghair location

Megan Last

@_ruby.studio_

Nourishing Curl Enhancer.

Hair by Larry King.

Photography by Olivier Yoan.

Creative Direction by Laura King. Model Rachel Williams.

it’s what is on the inside that counts

The winning formula

The heart of the formula is a unique blend of wheat protein, avocado, coconut, jojoba and olive oil to add moisture, lustre and softness to your curls, whilst adding volume with the hair

use me like this

Pump into palms and distribute through wet hair using upwards scrunching motions. For longer curls, divide into sections and use one pump to each section.

For this product, we’ve purposely used a serum pump rather than a regular pump or squeezy bottle. This allows you to distribute the cream more acutely, evenly and purposefully. One of the big mistakes that you can make when using a curl cream is clumping the cream together too much in one spot, so one part has too much product and the rest doesn’t have enough.

We like to pump onto the palm as well as the fingertips to distribute the product more evenly, but you can also use one pump per curl section

We haven’t forgotten the outside though - in line with Larry King Haircare’s sustainable packaging policies, Larry’s Nourishing Curl Enhancer is packaged in an infinitely recyclable aluminium bottle

remaining soft, shiny and adaptable.

As well as a naturally derived, plant-based polymer, Amaze SP ™ , that helps to provide heat protection, faster drying time and reduce frizz.

Scent check

Nourishing Curl Enhancer’s finishing touch is the scent: named away with the fairies, with top notes of crisp pear and green apple; middle notes of orange flower and jasmine; and

base notes of musk and patchouli, this smell will transport you to your dreamworld of dewy, sunny spring mornings and being away with the fairies.

away with the fairies

away with the fairies

from our gang of curly experts notes:

The team in our salons in South Kensington, Westbourne Grove and Monaco have been hand picked by Larry and we are so lucky to have such an incredible team of award-winning colourists and stylists.

The team attract the highest calibre of clients within the sport, film, and music industry with an array of hair textures including the likes of Tom Holland, One Direction's Niall Horan, global superstar Adele, Pixie Lott, David Gandy, Olivia Wilde and Poppy Delevingne, as well as being the salon of choice for beauty journalists of global

publications and affluent influencers alike.

The team's esteemed reputation has also been recognised by the fashion world, in which Larry and his team of stylists frequently participate in ready-to-wear and couture fashion shows for internationally recognised fashion houses including Dior, Ralph & Russo, Burberry, Bottega Veneta, Schriaparelli, Erdem and Vetements.

So who else would we trust to launch this product than our own gang of experts?

Scott Ade

senior stylist

In my opinion, Nourishing Curl Enhancer is another hero product in the Larry King Haircare range with cult status pending. I’m always proud to be involved in the testing process of the Larry King products and with Nourishing Curl Enhancer a long time in the pipeline, we had the opportunity for some serious research and development over several years.

Fortunately, I had long and curly hair during this time to try the samples along with the salon team and help to make sure that we absolutely nailed this product and delivered a market-leading curl cream to give clients the ability to achieve salon worthy curls at home.

The product is amazing for achieving defined curls if used with a diffuser but I just like to add a little to wet hair and leave it to dry naturally!

ANIAH WARNER

Colourist

My tips for getting the best out of my curls is letting them do what they want. The more you try and make one curl go one way, and another go this way, it’s not going to last. Curly hair has a mind of its own and does exactly what it wants, so the quicker people understand that then the quicker people will understand their curls and get the most out of them.

Another big factor is how you sleep on your hair. I always sleep with my hair on top of my head like a

pineapple with a loose big scrunchie and a silk pillowcase or bonnet. Then in the morning when you let the hair down, I hop in the shower and the steam softens it all back into place without having to wet it through.

I feel like Nourishing Curl Enhancer really does work for all curl patterns and hair types - it’s lightweight and doesn’t make my hair crunchy but still gives it enough hold.

Lilli Bridger

Have you always embraced your curls?

I didn’t realise the intensity of my curl until I started growing out my bob during lock down... and so my curly hair journey began! Every couple of months, as my hair grew longer, I discovered different textures and the curl shape altered and intensified.

When we came back to work, Larry cut my hair for me and I saw that by having a solid shape cut specifically for curly hair I could finally embrace the curls I never knew I had. People would ask me how I had tonged my hair. And with confidence I could say it was all down to a great cut and using Larry's Nourishing Curl Enhancer.

Stylist

& Wake up smell the roses

@larrykinghaircare NOURISHING CURL ENHANCER

stylist spotlight

We sat down with Jake Wanstalla Hair Stylist at Larry King South Kensington - to talk about how discovering his curls during lockdown has become apart of him.

what is the jake wanstall curl story?

I grew my hair out in lockdown… I had never realised I had such curly hair. As it started to grow out from pretty much a buzz cut, it didn’t look great… The growing out stage is tricky. But as it got to a length where it started to curl, I started to get compliments on it. Now it’s really a part of me and my style and I can’t remember what life was like before my curls.

WHat’s your secret to how you style your curls?

I use Nourishing Curl Enhancer when my hair is soaking wet. I don’t usually diffuse my hair as I don’t want it to go too big. The

curl cream defines the curl/wave and adds definition to my styleso as my hair dries it’s not too fly away, but still allowing my hair to do its own thing.

what would be your advice to fellow curly haired people struggling to style their hair?

It’s got to start with a good haircut! Your hair stylist needs to know how to cut curls and understand they bounce back when dry. And secondly, a good styling product .

@jakewanstall

curls to be proud of

We sat down with Lucy Jones - a Hair Stylist at Larry King South Kensington - to talk about learning to love her curls.

Have you always loved your curls?

I remember being young and always wanting to have smooth, shiny and straight hair like the other girls at school. So for years, I used hot straightening irons to try to create the same look which fried and damaged my hair.

When I started training to be a stylist at 16, I was encouraged to embrace my natural texture. And for the first time I would see that with a great haircut and shape cut into my hair, paired with the right products, I could have a

bouncy head of curls to be proud of!

What is your curly haircare routine?

I use Larry's Good Life Shampoo and Liquid Hairbrush Conditioner to cleanse and moisturise my hair before styling - I find they both leave my hair perfectly primed for styling. I then apply Larry's My Nanna's Mousse and Nourishing Curl Enhancer which leaves my hair feeling hydrated, bouncy and full of life. I love it!

@bucybones

Nourishing

Curl Enhancer.

Hair by Larry King.

Photography by Olivier Yoan.

Creative Direction by Laura King. Model Rachel Williams

Nourishing Curl Enhancer.

Hair by Larry King.

Photography by Olivier Yoan.

Creative Direction by Laura King.

curl story

laura amor king a

From a haircut that mortified her, to meeting her future husband in the hairdressing chair, Laura shares her story of discovering her curls that she didn’t even know she had.

At school in Hackney in the 90’s, I found my hair incredibly embarrassing. It was so outrageously frizzy, stubborn and totally impossible to do anything with. And having parents that both had straight hair, my mum would get me to brush it thoroughly after getting out of the shower, totally

oblivious to the fact that it was in fact really curly. My natural brushed hair texture is now lovingly-known by my teenage daughter as the "uni-pouffe": a solid pile of hair that frizzes into one solid mound of fluff, stands upright on its own and resembles something a little like an electrified

Albert Einstein. It has no resounding qualities. So at school, my go-to look was to tie it back as tightly as possible and just deal with the ever increasing halo of shorter, fluffy hairline frizz that would encompass my face as the day ticked on. Not a great look, but thankfully it was the 90’s, it

was kind of OK to look a little unkempt and grungy. Until one day I decided to ask my local hairdresser to give me "The Rachel" cuttotally not understanding that Jennifer Anniston's hair was straight. For that first day when it was blow dried straight, it felt all swishy and shiny and I felt like I could have easily fit in as an extra in Friends. But the next day, ooosh I was back to the uni-pouffe and with the intense layering system she’d added I could no longer contain it in a slick pony and the uni-pouffe was released for all the world to see. Bloody Nora, that hair cut was a nightmare and there were definitely some giggles in my class from the seats behind me that day as I felt my coolness factor dip even lower.

because I knew it would always be my nemesis. He put some product in my hair and started to dry it with a diffuser - and well, my life changed forever! I had full, voluminous, shiny, ringlets that framed my face. My hair actually looked healthy and beautiful. I felt beautiful and was to be forever in love with my new-found curls, and also that dishy young fella that had shown me the curly side.

to all the crazy textures we had going on in my class in Hackney in 1993, that they are multi-tasking and that the products actually make a real difference to your hair.

Fast forward to the excitement and newness of the year 2000 - a whole new millennium - and after travelling the world and not bothering with a haircut for over two years, I was dragged round from my internship on London's Chiltern Street to Toni and Guy on Marylebone High Street. My friend forcibly made me make an appointment and fate made the receptionist book me in with a rather lovely young chap called Larry King.

Larry cut my hair - with me really not caring what he did with it

I was no longer the ugly hair duckling... people actually started complimenting me on my hair, it became a huge part of my persona. And 23 years on, I’m still in love with my curls, and of course, Mr Larry King.

Nowadays, running a huge salon and product business with my husband, I get asked over and over again the same question: "Does Larry do your hair all the time?" and my answer is, "hell no!"he’s the busiest guy I know! Luckily, he showed me how to dry my curly hair shortly after that first appointment 23 years ago, and now I understand my curls just as well as he does. I am the self-proclaimed queen of my curls and I'm almost as fanatical about the products I use, the drying method and the aftercare.

When we started our product line, it was incredibly important to me that they spoke

We started work on a curl cream five years ago and we’ve been through formulation after formulation. We wouldn’t let it out the bag until I and the whole Larry King family were in love with it.

So if like me, you’ve always battled with your texture, give some Nourishing Curl Enhancer and a diffuser a go and you may never look back, just like me!

@lauracurlyking CO-Founder & creative director

“the uni-pouffe was released.

”

“forever in love with my new-found curls.

“ I am the self-proclaimed queen of my curls.

Curls

Drying curly hair is a totally different ball game to straight hair. It’s important to work out what type of curl you have. We always recommend tipping your head upside down and adding a few pumps of Nourishing Curl Enhancer to soaking wet hair.

Keeping your head tipped over, use the diffuser that comes with your hair dryer to gently dry the hair. Keep the hair dryer on a medium heat with a low speed setting to set the curl.

It’s key to remember here that you are setting the curl. Once completely dry, you can start to shake out the hair and move it into the style you want. Try not to touch it too much during

Our tips for drying your curls...

drying and let the diffuser do the work.

If some of your curls have a mind of their own, don't give up there and straighten all of your hair out. You can always use a tong to those curls that haven't formed as well as the others. Think of it like adding concealer to the places that need a little extra help when doing your makeup. And our Nourishing Curl Enhancer has a plant-based polymer that helps to add heat protection to keep your curls healthy.

Finish off your curls with a scrunch of A Social Life For Your Hair cream for definition and shine.

Taming curls? OR UNLEASHING

Depends which way you look at it...

unleash your alter ego

Becky Knowles, our PR Queen, has recently re-embraced her natural texture and here is how it makes her feel...

DO you feel different when you wear your hair curly?

Having always blow dried my hair and wearing it straight, I definitely feel like a different person when I wear my hair curly or wavy. It’s very much a look when you let all your natural textures run free. I think it makes people's faces pop more, especially your eyes.

are you taming or unleashing your curls?

For me I’m definitely unleashing my curls!

When I let my natural waves and curls fly I feel like my alter ego comes out! It’s definitely fun to mix it up from my usual straight hair and unleash my curls.

training

stylist Zoe clark

It won’t always be right the first time, don’t be afraid to experiment with your products.

perfect balance of moisture

here, there, curly hair

perfect hold without the crunch

The first time I realised I had curly/wavy hair was when I used my new hairdryerand it’s diffuser attachment on my hair.

I made my hair wet and scrunched it with my hands then diffused it upside down. It went curly but frizzy so that’s when I decided to experiment with products and change up my hair products and shampoos.

My go-to shampoo is Larry's Social Life Shampoo as my hair is soft and needs a light shampoo that gives it volume and hold.

Now, my holy grail curly products are a mix of Larry's Nourishing Curl Enhancer and the Volumizing Hair Mist to give the perfect balance of matte and glossy products.

“Nourishing Curl Enhancer, for me, has been the only curl cream that I’ve been able to use without it making my hair feel flat and be too heavy as I have fine but wavy/curly hair.

Nourishing Curl Enhancer has helped define my curls and tame frizz, I can also be very generous with the cream so I’m not scared to put too much on it’s got that perfect balance of moisture without being oil”.

Issey Cook stylist - south kensington

"I'm not just saying this, but the Nourishing Curl Enhancer is one of the best curl products I've ever used.

It's got the perfect amount of hold without being crunchy, it's super versatile - whether you use it to air dry your curls or use your diffuserand it has the perfect amount of moisture to make your curls look glossy without being heavy so you get a nice bouncy finish."

dean harris colour Assistant - south kensington

why don’t you try

THE CURLS I NEVER KNEW I HAD

"My hair always dried a little wavy and frizzy but I never realised I actually had a curl to my hair until I tried out Nourishing Curl Enhancer. I assumed because I didn’t have a big head of curls that I wouldn’t be able to use it, but I was so wrong!

I was so happy to see the difference in my hair after using the product and diffuse drying. I can now actually unleash my head of waves & whirls".

Cait Dearlove Creative assistant - larry king haircare

curls

the mixing room

Colouring curls

A note from our Larry King colour experts on colouring curls and the different techniques it takes.

What do you need to consider when colouring curls?

When you're colouring curly hair, you are often working with much thicker weaves and bigger sections because fine highlights disappear in curly hair. Really chunky freehand balayage and thicker highlights work really nicely when it comes to bleaching the hair. But also, there is a technique called singles where you take individual curls and back comb them and then apply the colour which gives a very defined

look with the colour, whilst also bringing out the dimension and texture in the curls.

My top tip would be to be very careful to not over-lighten curly hair as curly hair can be drier in texture and more porous.

antonia

senior colourist

why is colouring curls different to other hair texures?

When colouring curls, you have to take into account exactly how the hair falls and how thick each curl strand is. Once you’ve identified the thickness of each curl pattern, that will show you how chunky your weaves are going to be in each section. Also curly hair lifts a lot quicker than Caucasian straight hair so you have to

take that in mind and keep checking your foils making sure it’s not over processing but with that being said curls do tend to have more proteins so can take to more colour without damage.

Aniah warner

@hairbarbb colourist

cometa @antonia100

larry’s mum

Sandra king

Can you tell us about your curly hair journey?

So I’ve had curly hair for a long long time, a lifetime to be precise! When I was a teenager, all I wanted was blonde straight hair and a ponytail. I even elected to have it chemically straightened which was a disaster. I used to comb it straight then sellotape it down to my neck and cheeks and it still curled up when I painfully removed it. So after that, I decided I needed to embrace my curls - and to this day, I still do!

Elsie & Nancy

The girls love to embrace all the natural textures hair, giving them that wild child edge.

It all comes down to using the best products and having a good curly haircut. I’m lucky to have Master King (my son) and the best curl cream, My Nanna’s Mousse, and A Social Life For Your Hair to finish. And boom, my frizzy, unruly hair is tamed and ready to go.

I’m even embracing my silver locks too! Mother Nature always knows best (and Larry King of course).

larry’s brother

MAX king

have you always embraced your

I used to have long hair in high school and it wasn't until recently that I started wearing tend to let my hair air dry with Nourishing Curl run through some A Social Life For Your Hair

larry & Laura’s Daughters

textures in their your curls?

was naturally curly. It it curly and longer again. I Curl Enhancer and sometimes when it's dry.

it’s a family affair

A whole family of curl & whirls. The Kings embracing their natural textures. From touslled waves to a full head of whirly curls. Maybe this is why they call him the ‘King of Curls’.

Nancy King AKA

Wild Child.

big big love to...

Sandra King

Becky Knowles

knowles communications

Issey Cook Hair StylisT

Dean Harris

TRAINING COLOURIST

Elsie King

Lilli Bridger Hair stylist

Antoina Cometa colourist

Jaz Richard-Howard

Nancy King

Jake Wanstall Hair stylist

Aniah Warner COLOURIST

Dot Cowley campervan curls horse riding extraordinaire

Max King

Lucy Jones Hair stylist

Zoe Clark

TRAINING STYLIST

Grant Howard

the man with the van

Larry’s mum Larry’s daughter Larry’s daughter Larry’s brother