We’re really excited to officially share that Alexandra Mardell is joining FYC as a long-term strategic partner.

You’ll probably know Alexandra from Coronation Street and cult comedy Smoggie Queens, but what made this feel like such a natural fit for us was how much she genuinely understood the reason FYC exists.

Like so many people with mixed-textured curls, Alexandra has spent years trying to make products work for hair they were never really designed for. Products that were either too heavy, too light, or just never quite right.

That’s exactly why FYC was created.

Founded in 2020 by Rob Binns after struggling to find suitable products for his daughter’s curly hair, FYC was built specifically for mixed-textured curls, with a focus on healthy hair, simple routines and gentle, effective ingredients.

Since launch, the brand has grown quickly across the UK and internationally, building a loyal customer base and earning multiple industry awards along the way.

Alexandra joining FYC marks a really exciting new chapter for the brand as we continue growing internationally and reaching more people looking for products created specifically for mixed-heritage curls.

Speaking about the partnership, Alexandra said:

“I’ve spent years trying to make products work for my hair that were never really designed for it. For people with mixed-heritage curls, that struggle is incredibly common. What drew me to FYC wasn’t just the products, it was the purpose behind them.”

Her partnership with FYC also comes ahead of the return of BBC comedy Smoggie Queens, with the second series airing this Friday.

Founder Rob Binns added:

“From the first conversations, it was obvious this was the right fit. Alexandra genuinely understands the challenges around mixed-textured curls, connects naturally with what we’re building, and brings a brilliant energy to the brand as we continue to grow internationally.”

The FYC range includes shampoo and conditioner, refresh and detangle spray, and leave-in conditioner, with all products made in Britain and available worldwide through foryourcurls.com, Amazon, Debenhams, Superdrug, OnBuy, eBay and Walmart US.