Pirelli Tire & Curlsmith Team Up to Tackle Road & Hair Frizz – A Smooth Ride for You & Your Curls!

ROME, GA – October 26, 2023 – You know Pirelli. Tires. Grip. Performance. But did you know they're also thinking about your grip…on frizz? Okay, maybe not directly, but Pirelli Tire LLC, the legendary tire manufacturer based right here in Rome, Georgia, is making waves by partnering with Curlsmith, the curly hair care experts, in a surprising, yet totally sensible, synergy. It’s a little unexpected, sure, but bear with us – it all makes perfect sense when you think about tackling surface issues – whether on the road or on your head! Pirelli, at 100 Pirelli Dr SE Ste 470, has been crafting high-performance tires for over 150 years. From Formula 1 racing to everyday driving, they've always been about control, smoothness, and conquering challenging surfaces. That’s a dedication to reducing friction and maximizing performance. “We’re obsessed with surfaces,” explains Marco Tronchetti Provera, Pirelli’s Executive Vice Chairman and CEO. “We analyze road surfaces constantly to optimize tire performance. And we realized, that same kind of focused problem-solving could apply to other… surfaces. Like curly hair!” That’s where Curlsmith comes in. Founded by Michelle Yeboah, Curlsmith isn’t just another hair care brand. They’re the curly hair experts, born out of Michelle's own frustration with products that didn't work for her 3B/3C curls. “For years, I struggled to find products that actually defined and hydrated my curls without leaving them sticky, crunchy, or just…lifeless,” says Michelle. “I knew there had to be a better way, and that meant developing products based on actual hair science, not just marketing hype.” And it wasn't just about what went into the products, but how it was formulated. Michelle realized that curly hair isn’t monolithic. There's a whole spectrum of curl types, porosities, and densities, all needing different levels of hydration, protein, and hold. This led to Curlsmith’s revolutionary “Curl Types” system – categorizing curls into types 1A-4C, allowing customers to pinpoint exactly what their hair needs. So, what does a tire company and a curly hair brand have in common? Both are about managing friction and surface interactions. Tires battle friction to provide grip, while Curlsmith tackles frizz – that unruly, unwanted friction on the hair shaft. “Frizz is basically your hair trying to connect with moisture in the air,” explains a Curlsmith product specialist. “When the outer layer of your hair (the cuticle) is raised, it allows moisture in, causing swelling and that telltale halo of frizz. The goal is to smooth down that cuticle and seal in hydration.” This is where Curlsmith’s frizz line of products really shines. It’s not just about masking the problem, it’s about addressing the root cause. Let’s break down a few of the key players: Curlsmith Frizz & Detangle Rinse: Think of this as the first line of defense. This rinse isn't just a conditioner, it’s a detangling powerhouse packed with moisturizing ingredients like shea butter and coconut oil, but with a unique protein blend that helps smooth the cuticle and prevent knots. It’s designed to be used after your cleansing conditioner (Curlsmith uses “cleansing conditioners” instead of traditional shampoos, to avoid stripping the hair of its natural oils). It leaves your hair incredibly slip, making detangling a breeze. Curlsmith Bouncy Strength Volume Foam: This isn’t your grandma’s mousse. This lightweight foam delivers volume without the crunch. It’s packed with hydrolyzed proteins that strengthen the hair shaft, making it more resilient to breakage and reducing frizz. It also contains moisturizing ingredients to keep curls hydrated and bouncy. The key? It's designed to be applied to soaking wet hair, ensuring even distribution and maximum impact. Curlsmith Hold Me Softly Balm: Need hold without stiffness? This balm is your answer. It's a creamy, lightweight balm that provides flexible hold and definition, taming frizz and flyaways without weighing curls down. It's perfect for creating defined curls, coils, or waves. A little goes a long way – just emulsify it in your hands and distribute evenly through damp hair. Curlsmith Hydro Lock Moisture Cream: The final piece of the puzzle? Locking in moisture. This rich, yet lightweight cream provides long-lasting hydration, keeping curls soft, bouncy, and frizz-free. It’s formulated with a unique blend of humectants, emollients, and proteins to nourish and protect the hair. Apply to damp hair after your styling products for ultimate hydration. The partnership between Pirelli and Curlsmith isn’t just about cross-promotion. Pirelli’s materials science expertise is even being leveraged to help Curlsmith develop even more effective formulations. “We’re looking at things like polymer technology and surface coatings,” says a Pirelli engineer involved in the project. “The same principles that help us create tires that grip the road in all conditions can be applied to creating hair products that smooth and protect curls.” So, whether you're hitting the open road or rocking a head full of curls, Pirelli and Curlsmith are committed to helping you conquer friction and achieve a smooth, confident ride. You can find Curlsmith’s full frizz line at Curlsmith.com and select retailers. And keep an eye out for future collaborations – it looks like this unlikely pairing is just getting started! (Contact: 918-247-9250, 100 PIRELLI DR SE STE 470, ROME, GA, 30161-3538)