AN Aberystwyth entrepreneur who started her own business in her kitchen with only £100, has seen orders triple during lockdown.

Elinor Davies-Farn created a range of hair products for curly hair, named ‘Olew’. And she said business is booming as UK women embrace their natural hair during lockdown.

Olew – Welsh for Oil – has grown a cult following on social media and is now an established brand. Loyal consumers refer to the formula as ‘Liquid Gold’.

Elinor said orders have rocketed during lockdown, with turnover set to triple in 2020.

Elinor said: “Olew was born out of the frustration of not being able to find natural curly girl products that worked effectively and without chemicals.

“I was inspired by The $100 dollar start up by Chris Guillebeau and started from my kitchen with just £100.”

After years of straightening her hair, Elinor ditched her straighteners in 2012, embracing her natural hair. Elinor recalls not liking her own curls growing up and being forced to straighten her hair, due to a lack of self-confidence and pressure to conform.

She said: “This carried on for years, until I decided to embrace my natural curl pattern. However, a few years into my curly hair journey and working in my first Job in London, I was pulled aside and it was suggested that I wear my hair straight as this was smarter for business.

“So, the idea to create a curly hair brand was born, to give women the confidence to wear their hair naturally.”

Elinor now lives in London but the name of her brand pays homage to her Welsh roots.

Elinor’s products are made in the UK, and orders are packed from Elinor’s one-bedroom flat.

The collection includes oil, shampoo, conditioner and curl cream – and is always tested on Elinor’s own curls.