Lena Clark
The Wash Day Mom Hero · @lenawashday
I built this in my bathroom, one wash day at a time.
I'm a mom who has lived through every detangling battle — the tears, the tangles, the wash days that ended with all of us exhausted. So I slowed everything down, filmed my own routine, and kept tweaking until the crying stopped.
The day everything changed
One afternoon a client texted me five words I'll never forget: “My daughter stopped crying during wash day.” She'd followed the exact routine I'd filmed in my bathroom — the gentle order, the right amount of slip, the no-tears products made for tiny 4C coils. That's when I knew this couldn't just live on my phone. It had to be a real line, in real hands.
Why I made it for little kids' hair specifically
Almost every curl product on the shelf is made for grown-ups, then quietly handed to our babies. But little kids' 4C hair is its own thing — tighter, thirstier, and so much more tender. Tiny Curls is formulated from the start for them: lighter, slippier, no-tears, and gentle enough for the most sensitive little heads.
For moms, dads & babysitters
Wash day shouldn't depend on one expert in the house. Every product and tutorial is built so anyone — the dad doing it for the first time, the babysitter on a Friday night — can follow along and get gentle, defined curls without the meltdown. That's the whole heart of CurlKids: confident caregivers, calm kids, and curls that get to be celebrated.
“Wash day used to be the hardest hour of our week. Now it's when we connect. That's what I want for your family too.”
— Lena Clark, founder of CurlKids