In the awards autumn series of blog posts, we get to know the brands behind the nominee products of the Nordic Natural Beauty Awards 2022. In this post, we are proud to share more about the Finnish haircare brand, Sumilayi.

“Sumilayi just turned FIVE, but most people have heard of us during the last three years. We spent the beginning almost entirely in product development. The first product we introduced to the market was Sumilayi Leave-in. At first, we sold it mainly at hair events in Helsinki, before expanding to the online store and salons. Since the launch of the product, it has made curly hair care easier and more fun both at home and in salons.

The key to the creation of our products is Curly hair needs extra nourishing love! With this in mind, we developed our formulas, examining the purest and highest quality ingredients to find the perfect blend, full of nutrition that brings curls into blossom.

We have the highest quality natural and some synthetic plant-based ingredients. Our products are vegan, at least 90% natural, not tested on animals, and free from drying alcohol and silicones. They are high-performance, easy to use, and make you feel great.

We believe all hair can be beautiful, and this is where Sumilayi stands out. Sumilayi was created to help those who have almost given up on their stubborn, frizzy, and unmanageable hair. We want everyone to start enjoying their hair and feeling beautiful every day. 

Three years ago, we launched a new curly care line, and our much-loved Leave-in was no longer our only product. With the new Ooh So Soft Curls product line, our products were now able to bring joy to washday from start to finish. We expanded sales from hair events to online stores and salons. At the same time, in 2019, the Curly Girl method became the biggest beauty trend of the year in Finland, and all over Europe. It was a pleasure to offer products to all the hair enthusiastic curly girls and boys.

There was also a different perspective; some of the places we offered our products to, responded: “These kinds of trends tend to fade away quickly, so it makes no sense to invest in new products.” As time has passed we can proudly say that the interest in bringing out the natural beauty of hair has only grown.

We are super happy that our Sweet Rosemary Balancing Scalp Oil is nominated for the Natural Beauty Awards 2022! It’s made 100% of natural ingredients. Sweet Rosemary Balancing Scalp Oil balances and soothes an irritated scalp. Antiseptic rosemary oil, tea tree oil, and neem oil effectively soothe and treat an itchy, irritated, and flaky scalp promoting overall health.

“After a few weeks of use, the scalp feels moisturized and the hair feels healthy. Wonderful product!” 

“I use the product weekly to treat my husband’s rash, which is on the scalp, face, and chest. The skin looks better all the time and the rash comes back less often.”

These reviews reflect well what we wanted to achieve with this product – a natural oil treatment that really promotes a healthy scalp and hair.

Welcome to follow our journey!”

Get to know Sumilayi even better on their website at and follow the brand’s curly journey on Sumilayi’s Instagram account >

Photos with models – credit: Photos by Bleumonde

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