Tootilab are on a mission to take the effort out of curl hair care, making it easy for anyone to rock their natural texture. Our haircare products include active ingredients scientifically proven to get results, we pride ourselves on their no-BS approach to marketing, inclusivity, and their 100% Prevented Ocean Plastic™ bottles.
Gaia Tonanzi is a product development expert and curly hair educator who co-founded Tootilab after spending a decade working in the curly hair industry developing award-winning products for all curl types. Born in Italy, Gaia began her own curl journey at 18 after years of straightening her hair to fit in, bringing deep personal understanding to her mission of simplifying curl care. With a background in product development and beauty manufacturing, combined with sector expertise from her time at Boots and as a marketer for a leading curly-hair brand, she has built Tootilab into an award-winning business achieving £900K turnover in 18 months, winning Marie Claire’s Best New British Hair Brand, and cultivating a 170K-strong social community through her no-BS approach to education and science-backed formulations.
Julio Quintana is the technology-driven co-founder of Tootilab, serving as the brand’s tech guru and the brain behind their Curl-ed learning platform. As a passionate advocate for sustainability, Julio has been the driving force behind most of Tootilab’s green policies, including their groundbreaking use of 100% Prevented Ocean Plastic™ bottles and labels upcycled from bio-based byproducts. Working alongside Gaia, Julio’s technical expertise and commitment to environmental responsibility have been instrumental in scaling Tootilab’s digital presence and e-commerce operations, helping achieve £900K in revenue across 18 months while maintaining B-Corp certification and building an international retail presence through independent retailers across multiple countries.
Over 65% of people worldwide have curls or waves. Yet in the UK, only 1% of salons specialise in textured hair, meaning many simply give up trying. Customers who want to embrace their curls, but feel stuck: they don’t know where to start, the advice is overwhelming and nothing works. In 18 months, we’ve turned over £900k (93% DTC) Won 8 awards including Marie Claire’s Best New British Hair Brand Grown a 170k-strong social community and earned hundreds of 5-star reviews Expanded internationally through independent retailers Achieved B-Corp certification
For years, curls were something to fix or hide, not embrace. Now there’s more choice than ever, but also more confusion. Ten-step routines, conflicting advice and marketing fluff make it hard to know what actually works – so most people just give up before they get the results they deserve.
Going back to what really matters: a streamlined routine, with formulas backed by science (only active ingredients, not marketing fluff), tested on people of all curl types, genders and ages. Combined with free education and step-by-step tutorials, we remove the guesswork and help everyone embrace their natural texture with confidence.
“One of the best application videos we’ve seen! Gaia impressed us with her energy, sector expertise (as ex-Boots and as a marketer for a leading curly-hair brand) and marketing expertise. Tootilab knows their customers inside-out, are award winning, run a education programme and are on a mission.” Paul Finch, Co-founder, Growth Studio
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