Joy Hankins, Founder and CEO
The Joy of Curls is a plant-based hair and skin care company, specializing in multi-use formulas that nourish a variety of textures and skin types. Founded by Joy Hankins, an educator and child advocate, this Iowa-based, mission driven company uses a portion of proceeds to donate products to kids in foster care. In addition to manufacturing premium products, The Joy of Curls also provides customized training. Joy created the course “Curls, Care and Culture” to assist government agencies, healthcare facilities, and foster care organizations in training staff on the intricacies of textured hair care and cultural competency. Inspired by her grandmother who was a foster parent, the brand is centered on catering to the needs of the most vulnerable among us.
Our Success
The Joy of Curls is nationally recognized for community impact and non-toxic hair and skincare solutions. Products include shampoo, leave-in conditioner & styler, hair and scalp oils, body oils, serums and whipped shea butters. Featured in “Fostering Families Today”, ABC, NBC and CBS news affiliates, our story resonates with those seeking inclusive, effective personal care products with a purpose.
Our effectiveness in formulation has also earned industry recognition –Glamour Magazine named our Pumpkin Curl Care Oil “Best for Curly Hair” in 2024. After winning the grand prize in the Hy-Vee Opportunity Pitch Competition, our products are now available in Iowa at Hy-Vee, expanding to new locations in 2025.
“There is a gift planted in you that is meant to be shared. Never look around and say there is enough of ‘this’ already. There is a contribution to the world that can only come from you.”
