Founder note
Coming soon
Day 47: the first sample arrived
Twelve formulas in, we finally held something we were proud of. Here's what the testing taught us — and what we threw out.
Notes from the messy, honest middle of making a brand worth waiting for.
Twelve formulas in, we finally held something we were proud of. Here's what the testing taught us — and what we threw out.
DesignMost beauty brands hide behind soft pastels. We wanted a colour with the nerve to refuse to blend in.
What "humidity-proof" actually means, and why most leave-ins quietly give up the second the air gets sticky.
How a made-up word became the whole feeling we're chasing: soft, defined, never stiff.
SustainabilityWhy a stand-up pouch beats a rigid bottle — for the planet, for shipping, and for getting every last drop out.
We asked the curl community what they actually wanted. The answers shaped everything about Plufflet.
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