You know your hair,
We know the science

Clean, plant-based ingredients meet personalized formulas to create products that deliver results.

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Our Origin Story

Hi, I'm Dr. Natalie King, Founder/CEO of Florae. So excited you're here! Hear me tell our origin story about launching in St. Louis and my ultimate vision to bridge the gap between health and beauty for women around the world!

#CleanerthanClean Plant-based formulas that are always free of parabens, phthalates, and silicones. No compromises–ever.

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Customer reviews

We know our products are great but see what others had to say!

I LOVE the hair mask and serum! I love the way my hair feels plus it smells sooooo good. I hope you all will be expanding to shampoos and conditioners soon!! 😉✨❤️🥰

- Melanie H.

I've used this product for both myself and my daughter and our hair LOVES it! It's literally better than anything we've tried to date.


I immediately noticed my hair had a nice shine and was hydrated!

- Selencia B.

I tried the mask & serum. First off, I would like to request a candle with the mask scent. I love it so much! My curls had much more structure even after sleeping on them which usually never happens! I also used a few drops of the oil on the 2nd day & it really helped to control the dry frizz!

- Amy B.