About Us

How Sir Flax started with a father's love and dedication.

Meet John Felder

The Father Behind Sir Flax

As an attorney and proud father to a curly-haired child, I realized that caring for my son's multi-textured curls was about more than just finding the right products – it was about building his confidence and helping him embrace his unique identity. 

I tried countless options, but many products that defined his curls contained harsh chemicals that irritated his sensitive skin.

Frustrated but determined, I set out to create a solution that would not only nurture his curls but also inspire self-love.

The Power of Flaxseed

After experimenting with organic oils and natural ingredients, I discovered a formula that brought out the best in his curls, while being gentle and safe. All products are made with fortifying Flaxseed oils or our proprietary Sir Flax Flaxseed Extract.  

I developed a kid-first routine, and prepared it for production. That’s how Sir Flax was born.

Our Mission

Build curl confidence at home.


Since Sir Flax began, my family has grown and now includes a curly daughter who keeps the mission close to home.

Between school runs and bedtime stories, I’m building Sir Flax to help families everywhere raise curl confidence – with science-backed products and empowering stories.

Parent-Founded

Natural Ingredients

For Waves, Curls & Coils

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