Business

Jamellah Ellis: Going Natural

Jamellah Ellis: Going Natural

“There are plenty of people in your niche who need your product and creativity. Your unique gifts have the power to help others embrace themselves exactly as they are.”

Jamellah Ellis wants women to rock their natural hair with pride. As owner of Curl Theory, a textured hair salon in Prince George’s County, Maryland, Jamellah has created a safe haven for “curl theorists” in the textured hair community. Today, women of all ethnicities are rocking their natural curls and documenting it all on Instagram. Some do it for self-acceptance, others do it in protest of the harmful chemicals that have been damaging their hair for years. Regardless of the reason, Jamellah is making the transition easier and less time consuming for these women.



For Jamellah, it doesn’t matter where you are in your journey. Historically, there is a lot of ignorance towards textured hair and Jamellah is looking to change the conversation. She understands the importance of controlling the narrative of the story that affects you. Curl Theory was created to “guide and educate the textured hair community, and to pamper our curls,” she says.


“There are plenty of people in your niche who need your product and creativity. Your unique gifts have the power to help others embrace themselves exactly as they are.”


Big retail chains are paying attention. Jamellah created the Curl Theory Moisture Collection, a textured hair care product line that helps consumers maintain healthy hair at home. Target now sells the line in its stores and on its website. Jamellah is excited about the Target opportunity because it allows her to reach the textured hair community in mass. “It’s critical that we are able to maintain our hair at home between salon visits and achieve polished styling results. The Curl Theory products provide moisture and curl definition, which are the two key ingredients we all need in our home care regimen.”



Loving one’s natural hair is no fad or trend. It is a way of accepting one’s beauty – and in doing so, women of myriad backgrounds are redefining traditional standards of beauty. Jamellah also encourages future entrepreneurs. “There are plenty of people in your niche who need your product and creativity. Your unique gifts have the power to help others embrace themselves exactly as they are.”

To learn more about Jamellah Ellis and Curl Theory, you can visit https://curltheorysalon.com/ and follow Curl Theory on Instagram @curltheoryproducts and @curltheorysalon and on Facebook @curltheoryproducts and @curltheorysalon.