Small Business Spotlight: Curly Girls Studio (CURLYGIRLS.ca)
With support from Digital Main Street programs, Curly Girls Studio enhanced its digital presence and improved the online experience for customers across Canada.
Adina Sherman is the owner of Curly Girls Studio, a Toronto-based business dedicated to helping clients care for and embrace their natural curls. Over time, the business has expanded beyond in-person services to include specialized hair care products and a growing online presence.
Adina describes the brand as more than a traditional salon. As she shared, “CURLYGIRLS.ca is more than a salon — it’s a curl movement rooted in education, performance, and sustainability. Founder and product developer Dee created the Just HAIRCARE line to simplify curly routines and deliver balanced, high-performing formulas that protect long-term hair health.”
Like many businesses in the beauty industry, Curly Girls Studio experienced disruption during the pandemic. The shift created an opportunity to strengthen their digital presence and further develop their e-commerce presence. Reflecting on this Adina said, “When the pandemic reshaped the beauty industry, it became an unexpected catalyst. The pause allowed the brand to evolve — refining its message, strengthening product development, and building a stronger digital presence. Today, CURLYGIRLS.ca operates as both a thriving salon and an expanding e-commerce brand, offering refillable, eco-conscious hair care solutions in-salon and across Canada. The focus remains clear: empowered clients, resilient curls, and responsible beauty done right.”
Through participation in Digital Main Street’s ShopHERE program and the Canada Digital Adoption Program, Curly Girls Studio was able to strengthen its online presence and improve the digital customer experience. As Adina shared, “The Digital Main Street (programs) supported enhancements to our online customer journey and strengthened our digital presence, positioning CURLYGIRLS.ca for continued growth both in-salon and online.”
The programs also helped the business gain a deeper understanding of how digital tools can support long-term growth. As Adina shared, “Through the program, we gained a deeper understanding of the importance of SEO, digital strategy, streamlined shipping systems, and optimizing the overall online customer experience. We learned that simply having a website isn’t enough — it must be structured, searchable, and strategically designed to convert and support growth. The digital tools and strategies we implemented have strengthened our online presence, improved customer navigation and purchasing confidence, and expanded our reach beyond our local salon market. As a result, we are now better positioned to connect with customers across Canada and support sustainable e-commerce growth.”
With a stronger digital foundation and an expanded online presence, Curly Girls Studio is now able to reach customers beyond its local market while continuing to support clients both in Toronto and across Canada.
Curly Girls Studio is on an exciting journey of growth, innovation, and empowerment for the curly hair community. Want to keep up with their journey? Visit their website to learn more about their products and services.
Are you small business in Toronto looking for support with your digital strategy? Connect with our Digital Service Squad by booking an appointment sur ce site, or sending us an email to [email protected]
Looking to share your story with us and be featured? Fill out the form sur ce site.
