The bigger the dream,
the bolder the vision
Brand experiences, festival production and cultural activation for the hair, skin and beauty market.
We run Curls and Fro's, the Benelux's largest natural and textured hair community, and The Bigger Dream, the agency built around it. Six festival editions. +8.000 visitors per edition. +17.000 community members. +3,6 million influencer reach.
Trusted by Curly Secret, Camille Rose, Les Secrets de Loly, REF Stockholm, Innersense, nH Hotels & Resorts and Nespresso.
LAILA ALAOUI
I started Curls and Fro's in 2017 because the community I was looking for didn't exist yet in the Benelux. Nearly a decade later, it's the largest natural and textured hair platform in the region, and the foundation for everything we do at The Bigger Dream.
My team and I work with beauty, skincare, haircare and lifestyle brands across Europe. We design brand experiences, produce festivals and events, and build activations that work because we know the room, not just rent it. Our clients include Curly Secret, Camille Rose, Les Secrets de Loly, REF Stockholm, Innersense and Activilong, alongside lifestyle partners like NH Hotels & Resorts, Hotel Indigo and Nespresso.
Based in Antwerp and Malaga, working internationally. For brands that want to move with culture, not against it. For brands that understand the difference between showing up in a community and being welcomed into one.
"We don't sell access to a community. We share a room we've spent a decade building."
Everything your brand
needs to be experienced.
For beauty, skincare, hair and wellness brands that want substance, not just visibility. We design and produce the full brand moment, from first sketch to final report.
Brand Experience Design
Pop ups, brand worlds, product launches and retail activations that brands remember three years later. Concept, design, production, all under one roof. Built to be felt, not just seen.
Event & Festival Production
Six festival editions delivered. +114 partner brands hosted in a single edition. +8.000 visitors per festival. We produce branded events and multi day festivals end to end. Venue, programming, talent, logistics, production. You focus on your brand. We run the room.
Community Activation
Acces to a community no media plan can buy. Workshops, education programs, grassroots experiences inside the Benelux’s largest natural and textured hair community. Real belonging, real conversion, no manufactured engagement.
Launch & Visibility Strategy
For brands entering a new market or relaunching a product. We map the narrative, the community and the activation that builds equity for three years, not thee weeks. Used by international brands launching in the Benelux and Europe for the first time.
Education & Masterclasses
Professional training for stylists, consumer workshops for end users, brand education for sales teams and educators. Backed by a decade of community knowledge and the only certification track focused on textured hair in the Benelux and Europe.
Retained Brand Partnership
For brands that need senior creative and operational direction over 12 months longer. Strategy, execution, continuity. The model used by our long term partners who treat us as their internal Benelux/Europe team.