Kavella's Brand Story

Hi Kavella Community,

I’m Annette Matthies, and I’m absolutely thrilled to introduce myself as the new owner of Kavella – though in truth, I’ve been a Kavella devotee for years. Like many of you, I’ve spent my life searching for hair care that aligns with my values: clean ingredients, cruelty-free formulas, and results that actually work. When I found Kavella, it was life-changing.

With my wild curly hair and commitment to a chemical-free lifestyle, nothing else ever came close. Kavella didn’t just improve my hair, it revived it. My curls transformed into defined, healthy ringlets. My hair became thicker, shinier, and full of life. Even when I straightened it, the results were smooth, bouncy, and beautiful. Kavella made me feel confident in my hair again.

So when Ashley shared the bittersweet news that she was closing the brand, I felt a deep pull to step in. I couldn’t imagine a world without Kavella, and I knew I wasn’t alone. Ashley and I share the same passion for clean beauty and the power of these unique formulations. This transition felt not just natural, but meant to be.

My background might surprise you: I spent my career in science and biotech, helping grow companies built on innovation and purpose. Now, I’m bringing that same passion and dedication to Kavella’s next chapter—focused on honoring its roots, protecting its integrity, and making it even more accessible to those who love it.

Thank you for being part of this journey. I can’t wait to grow with you.

With love and gratitude,

Annette
Your curly-haired Kavella believer xoxo