Meet Florae Beauty

Florae is a personalizable hair wellness brand that offers clean, plant-powered, scientist-crafted formulas that truly care for your hair as thoughtfully as you do.

Our Mission

We created Florae because we believe no two curls are alike–not even the curls on the same head–and it’s about time we recognize and celebrated that diversity. Overall, hair texture is versatile, complex, and deeply personal. It deserves hair care that is just as richly made, hair care that is as unique as the hair it serves. 

Meet Our Founder & CEO

Natalie King, PhD is not your average beauty founder. Dr. King’s background is rooted in Biophysiology and Neuroscience, with experience as both a researcher and healthcare provider. She wanted to create a company that reflected her multifaceted identity, one that combined the scientific rigor of her medical work and her personal hair journey as an Afro-Latina woman with textured hair. The result was Florae, the haircare brand that has a little of Natalie and is made for all.

Social Mission

At Florae, we are committed to helping destigmatize hair loss due to medical conditions such as cancer, alopecia areata, lupus, and burns to name a few. A percentage of our profits are donated to organizations that support women who are experiencing these various hair and scalp conditions.


Always clean, vegan, and cruelty-free.

Never made with parabens, phthalates, and silicones.