Tiara Lee’s journey in beauty began with a hands-on love for hair and has grown into a career defined by strategy, innovation, and a commitment to elevating professional haircare. As Global Director of Integrated Marketing, Sales, and Customer Experience at Afam, she guides how brands connect with stylists, retailers, and clients—combining expertise, education, and vision to shape the industry. Tiara shares insight into the legacy of Hawaiian Silky and the evolution of its Curl System, offering beauty supply owners and stylists alike a closer look at professional curl care, product innovation, and the knowledge that helps customers achieve healthy, defined curls.
OTC Beauty: Can you start by telling us your role at the company and what inspired you to work in the beauty industry?
Thank you for taking the time to connect. As the Global Director of Integrated Marketing, Sales, and Customer Experience, I have had the privilege of shaping experiences and strategies across the beauty industry for over 21 years. My journey began at the age of 14, fueled by a love of doing hair, and that passion continues to inspire me every day. I am committed to bringing creativity, dedication, and innovation to everything I do, helping to elevate the beauty experience for professionals and clients alike.
OTC Beauty: What is the story behind the Hawaiian Silky brand, and how did the Curl System come to life?
The Hawaiian Silky brand was created 30 years ago with a clear mission: to provide professional stylists with classic, high quality hair care. Building on this legacy, the Hawaiian Silky Curl System was developed to help stylists gently and safely give clients more manageable, beautifully loosened curls without compromising hair health or causing breakage.
OTC Beauty: What makes the Hawaiian Silky Curl System unique compared to other curl care products on the market?
The Hawaiian Silky Curl System stands apart because it was crafted specifically for professional stylists who value both results and hair health. Its unique blend of innovation, safety, and professional grade quality empowers stylists to deliver exceptional results that clients can trust making every curl beautiful, manageable, and healthy.
OTC Beauty: Who is the ideal customer for the Hawaiian Silky Curl System, and what hair concerns does it address most effectively?
The ideal customer for the Hawaiian Silky Curl System is anyone with natural curls who wants more manageable, beautifully defined hair without compromising its health. Designed with professional stylists in mind, it addresses common curl concerns such as tight or unruly curls, dryness, and breakage, providing a gentle, lasting solution that leaves hair healthier, softer, and easier to style.
OTC Beauty: Can you explain the key ingredients in the Hawaiian Silky Curl System and how they help maintain healthy, defined curls?
The Hawaiian Silky Curl System is formulated with key ingredients like Jojoba Seed Oil, which nourishes and strengthens hair while promoting softness and shine.
OTC Beauty: How do you recommend beauty supply owners educate their customers about using the Hawaiian Silky Curl System for best results?
We recommend beauty supply owners take advantage of our product knowledge training presentations, designed to equip them with the expertise to guide their customers confidently. By understanding the Hawaiian Silky Curl System inside and out, owners can educate clients on proper usage, highlight the benefits of healthy, defined curls, and ensure every customer achieves the best possible results. Empowered with knowledge, beauty supply owners become trusted advisors, helping clients transform their curls with care and confidence.
OTC Beauty: Are there specific curl types or textures that benefit most from this line?
While the Hawaiian Silky Curl System is designed to work beautifully on all hair types and textures, it is especially transformative for clients with naturally tight, coarse, or unruly curls. Its gentle, professional grade formula helps loosen and define curls, reduce breakage, and enhance manageability, allowing every curl type to look healthier, softer, and more effortlessly styled.
OTC Beauty: What are the hero products from the Hawaiian Silky Curl System, and why should every beauty supply store carry them?
The key products in the Hawaiian Silky Curl System are the Hawaiian Silky Curl Reconstructor, Hawaiian Silky Neutralizing Solution, and Hawaiian Silky Curl Booster. Together, these products create more manageable curls and waves, enhancing styling versatility. Every beauty supply store should stock these essentials, as they enable stylists to deliver beautiful, healthy, and defined curls.
OTC Beauty: Can you share a success story or example of a customer or stylist achieving amazing results with the line?
Recently, an 81-year-old hairstylist went viral on Instagram and TikTok for her long-time use of the Hawaiian Silky Curl System, a product she continues to rely on today. This remarkable story showcases the brand’s enduring quality, professional grade results, and its ability to maintain healthy, beautiful curls throughout a person’s life. It is a testament to why stylists and clients around the world trust Hawaiian Silky for consistent, exceptional curl care.
OTC Beauty: Has Hawaiian Silky collaborated with stylists, influencers, or salons recently?
Hawaiian Silky has a long history of collaborating with professionals and brand ambassadors to showcase its products. The brand’s official social media channels actively invite partnerships and opportunities for brand ambassadors, encouraging stylists and influencers to demonstrate how the system promotes healthy, defined curls and offers expertise in textured hair care. Connect with us on all social media platforms using the handle @HawaiianSilkyUS
OTC Beauty: What advice would you give beauty supply owners to confidently sell the Hawaiian Silky Curl System to new or returning curl care customers?
The Hawaiian Silky Curl System is highly regarded by professional stylists around the globe, making it easy for beauty supply owners to sell with confidence. My advice is to focus on educating customers by sharing the proven results of the system. By empowering clients with the right knowledge, beauty supply owners can build trust, inspire loyalty, and help each customer achieve beautiful, versatile curls.
OTC Beauty: Are there any exciting new products, innovations, or expansions coming to the Hawaiian Silky Curl System line that store owners should know about?
Absolutely! In addition to trusted favorites like the Hawaiian Silky “Do It Anyway You Want It” Cream Moisturizer Curl Activator, which contains essential proteins to keep curls free of tangles and knots while enhancing manageability, body, and shine, beauty supply owners can look forward to ongoing innovation within the Hawaiian Silky Curl System.
