Only Curls Discount Codes

Only Curls: pricing and positioning

Only Curls is a UK-based curl-care specialist that has carved out a genuinely coherent niche: everything on the site is formulated for wavy, curly, and coily hair, which means you are not wading through a general hair-care catalogue to find the three products relevant to your texture. The range covers cleansers, conditioners, styling creams, diffusers, and accessories - a tightly edited assortment rather than the sprawling SKU inflation that plagues mass-market beauty retailers. Checkout is straightforward; no membership gate, no mandatory quiz. The buying experience is functional if unremarkable.

Pricing sits in the accessible-premium tier. Individual products cluster around £12-£18, and a typical two-to-three product basket - cleanser, conditioner, styling gel - lands at an AOV of approximately £42. That is meaningfully cheaper than prestige curl brands like DevaCurl (which prices similarly in USD but adds import friction and shipping cost for UK buyers) but more expensive than supermarket own-label curl lines from brands like Cantu or Pantene Curl, where a comparable basket costs roughly £15. Only Curls is essentially pricing at the upper boundary of what the mid-market curl consumer will pay without demanding salon-brand credentials to justify it.

The discount architecture currently listed on this page is more generous than you would expect from a brand at this positioning. There are 7 active voucher codes and 41 deals live right now, with discounts spanning 5% to 50% off. The most common discount is 20% off, which on a £42 basket saves approximately £8.40 - enough to cover standard delivery with a pound or two left over. Four of those codes expire within the week, so urgency is real rather than manufactured.

Competitive position is that of a focused challenger. The UK curl-care market is dominated by US imports (SheaMoisture, DevaCurl, Cantu) distributed through Boots and Amazon, plus direct-to-consumer specialists like Bouclème. Only Curls differentiates primarily on editorial clarity - the brand explains curl typing and product selection in a way that reduces decision anxiety - rather than on ingredient innovation or price aggression. That is a defensible moat for customer acquisition but a thin one for retention, since the educational content depreciates once a customer knows their routine.

The weakness is distribution concentration. Only Curls sells almost exclusively through its own site. That keeps margins healthy - no wholesale haircut - but it also means zero discovery via Boots, ASOS, or Amazon, where the majority of UK hair-care spend actually occurs. Market share is modest: in a UK curl-care segment worth an estimated £80-100m annually, Only Curls is likely capturing well under 2% by revenue.

The verdict: a well-positioned specialist that serves its audience competently. If you have curly hair and want a single-stop shop that will not confuse you, it earns its price point. If you are purely price-driven, Bouclème's trial kits or Amazon's Cantu listings will undercut it.

Only Curls vs the competition

The three most relevant comparators are Bouclème, SheaMoisture (UK distribution via Boots), and Cantu.

Bouclème is the most direct rival: UK-founded, curl-specific, DTC-first, and priced almost identically (£14-£22 per product). Bouclème edges ahead on formulation transparency and has stronger stockist distribution via Cult Beauty and John Lewis. Only Curls counters with a broader accessory range and more aggressive discounting - Bouclème rarely goes beyond 15% off outside of Black Friday.

SheaMoisture, distributed through Boots and Superdrug, prices 20-30% lower per unit and benefits from footfall-driven discovery. Quality is broadly comparable for wavy-to-curly textures, though SheaMoisture's range is wider and sometimes less focused. The trade-off is that Boots loyalty points effectively add another 4% discount that Only Curls cannot match.

Cantu is the budget option - products averaging £6-£8, widely available in supermarkets and on Amazon Prime. Cantu wins on pure cost-per-wash; it loses on formulation sophistication and is less suited to fine or 2B/2C curl patterns.

Only Curls wins on curation and customer guidance. It loses on physical availability and, outside of active discount periods, on outright price. If you know exactly what your hair needs and want it delivered efficiently, Only Curls is competitive. If you are still experimenting, starting with a SheaMoisture or Cantu trial at Boots costs you less if the product turns out to be wrong.

Is the Only Curls newsletter worth it?

The newsletter signup typically delivers a first-order discount - commonly 10% off - which on an average basket of £42 is worth approximately £4.20. That clears the bar for signing up. Beyond the welcome offer, the emails tend to be product-focused: new launches, seasonal promotions, and the occasional flash sale. You are unlikely to receive unique codes unavailable elsewhere, but subscribers do get advance notice of sale events, which matters given that four current codes expire within the week. There is no formal loyalty programme at the time of writing. If you are a regular buyer - say, restocking every six to eight weeks - staying subscribed is worth the inbox clutter. One-time purchasers can unsubscribe after using the welcome code without losing much.

How to get the best deal at Only Curls

Start with the voucher codes on this page. With 7 active codes and 41 deals currently listed, the hit rate is reasonable - test the highest-value code first, then fall back to a free-delivery code if the percentage discount does not stack. Only Curls, like most DTC beauty brands, does not permit stacking two percentage-off codes simultaneously, but combining a discount code with a free-delivery threshold is typically allowed and worth checking at checkout.

Cashback sites are an underused route here. Quidco and TopCashback both list Only Curls periodically at 3-6% cashback. Combined with a 20% off code, that is a meaningful saving on a £42 basket - approximately £10 total.

There is no confirmed NHS or student discount programme, but it is worth checking the site directly or emailing customer service, as smaller DTC brands sometimes offer these informally without advertising them widely.

Timing matters. Black Friday is the most reliable deep-discount window for this category - expect 25-30% off across the range. The other useful window is post-January, when curl-care brands discount winter-launch stock. Avoid buying at full price in October and November if you can wait for Black Friday.

Finally: add to basket and walk away. Abandoned-basket emails from DTC beauty brands typically fire within 24-48 hours and often include a modest discount - 5-10% - to recover the sale. It is not guaranteed, but the expected value of waiting 24 hours before completing checkout is positive.