Meet Michelle Fontaine-Jones | CEO/Founder

We had the good fortune of connecting with Michelle Fontaine-Jones and we’ve shared our conversation below.

Hi Michelle, what do you attribute your success to?
The driving force behind the success of Curls & Potions is purpose. This brand was born from grief, built with love, and rooted in a mission to serve a community that’s often overlooked. I didn’t just create products—I created solutions. I know the struggles firsthand: breakage, scalp issues, slow growth, dryness, and the constant search for clean, effective ingredients for textured hair.

Every formula I created was born from real need and inspired by global cultural traditions. It’s not just a trend—it’s a carefully quilted blend of unorthodox ingredients crafted to solve real pain points.

What’s kept us going is consistency, transparency, and a deep commitment to listening. My goal has never been just to sell—it’s always been to educate, empower, and build trust. That authenticity is why our customers stay loyal.

But above all, this brand is a story of resilience. Curls & Potions has weathered personal loss, divorce, rising costs, and economic shifts—yet we’re still here. Still Black-owned. Still independent. That strength is the foundation of our success.

What should our readers know about your business?
Curls & Potions is more than a haircare brand—it’s a healing space disguised as a product line. We specialize in clean, Ayurvedic-inspired formulas designed to address the real issues that people with textured hair face: from scalp care and breakage to moisture retention and growth. What sets us apart is our ingredient integrity and our intentionality. Every product is thoughtfully formulated with herbs, oils, and nutrients rooted in ancestral practices from around the world. We don’t follow trends—we follow purpose.

I’m most proud that Curls & Potions has remained 100% independently owned, Black-owned, and woman-led. We’ve been in business for over a decade with a loyal customer base and global recognition—without investors, without compromising our vision, and without watering down our message.

Getting to this point wasn’t easy. I started this business out of grief, after losing my mother and later my stepfather, and it became a way to turn pain into purpose. I’ve faced burnout, financial struggles, rising manufacturing costs, and all the challenges that come with being an entrepreneur and a single mom. But I kept showing up. I learned how to pivot, how to lead with transparency, and how to build a brand that people trust.

The biggest lesson? Stay true to your why. It’s easy to get distracted by what everyone else is doing, but what makes Curls & Potions special is that we’ve always centered the needs of our community—especially those who are often ignored by the beauty industry.

What I want the world to know is: this brand was built with love, resilience, and intention. It’s not just about hair—it’s about healing. And every jar, bottle, and spray is a reflection of that.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend was visiting Atlanta for the week, oh we’d be outside—but in the Black-owned excellence kind of way! Atlanta is a whole vibe, especially when you know where to go to support the culture, eat good, and have fun.

Day 1: Welcome to the A
We’d kick things off with brunch at Toast on Lenox—because nothing says “ATL welcome” like crab cake benedict and mimosas. Then we’d stroll through Atlantic Station for shopping and people-watching, before catching some art at The High Museum. That night, dinner would be at Twisted Soul Cookhouse & Pours—Chef Deborah’s food is Southern comfort on a whole new level.

Day 2: History + Culture
We’d visit The National Center for Civil and Human Rights and Auburn Avenue—there’s so much Black history to soak up. Afterward, coffee and vibes at Black Coffee ATL (because yes, they’re that good). We’d grab dinner at Busy Bee Cafe—iconic soul food spot—and maybe sneak in a dessert run to Slutty Vegan for their banana pudding (don’t sleep on it).

Day 3: Self-Care + Retail Therapy
We’d hit up The Village Market if it’s open—supporting small Black-owned brands is a must. Then off to IWI Fresh Farm-to-Skin Spa for facials or massages. That night, we’d keep it chill with a sunset dinner at Lake & Oak BBQ in East Lake—Black-owned, bomb food, and great vibes.

Day 4: Creative Energy + Hair Love
A trip to ATL wouldn’t be complete without visiting a local beauty supply store or salon that carries indie Black-owned products—including mine! So we’d stop by any retailer that stocks Curls & Potions and make a moment of it. Then off to Trap Music Museum to tap into the creativity and culture Atlanta helped birth.

Day 5: Girl’s Night Out
We’d glam up and start the night with dinner at Rock Steady ATL—Afro-Caribbean food, DJ spinning, and sexy vibes. Afterward, drinks and dancing at Suite Lounge or Opium for a little nightlife magic.

Day 6: Nature + Mindfulness
After all that running, we’d wind down with a nature walk through Cascade Springs Nature Preserve or Piedmont Park. Then grab smoothies from Juiceheads ATL and maybe swing by a yoga session at Sacred Chill {West}, a Black-owned wellness space.

Day 7: Farewell Feast & Chill
Before they head out, we’d do one last ATL-style brunch at Milk & Honey or Breakfast at Barney’s. We’d sit, eat good, reflect, and toast to friendship, Black excellence, and everything ATL has to offer.

Atlanta has so much soul, and when you lean into the Black-owned gems, you don’t just have a good time—you feel seen, fed, and inspired.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Without a doubt, I want to give a huge shoutout to my daughter, Kayla Jones. She’s not only my heart, but my inspiration. Kayla is a self-published author and the owner of Fontaine Publications, and watching her fearlessly build something from the ground up let’s me know she is a better version of me. She reminds me every day that purpose has no age limit and that creativity runs deep in our bloodline.

Her hustle, her vision, and her ability to bring stories to life has motivated me to keep going, even on the hard days. Being her mother is one of my proudest titles, and seeing her thrive as a young Black woman in business gives me hope for the future—not just for her, but for our whole community. She deserves every bit of recognition for the ways she’s inspired and supported me on my journey.

Website: https://www.curlsandpotions.com

Instagram: https://www.instagram.com/curlsandpotions/#

Twitter: https://x.com/CurlsPotions/status/1857068689599746547

Facebook: https://x.com/CurlsPotions/status/1857068689599746547

Youtube: https://www.youtube.com/channel/UC1e7u_7WP9AUceocp_CBvCA