About Us

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

Meet John Felder

The Father Behind Sir Flax

Sir Flax Products was born from a father’s love and determination.

The founder — an attorney and former professional singer — watched his curly-haired son suffer allergic reactions from products designed for textured hair. Determined to find a safer, gentler solution, he went back to the basics and began crafting his own formula, powered by real flaxseed and clean, nourishing ingredients.

Then came the moment that changed everything.

After his son was teased about his curls, his little one came home heartbroken and discouraged. What started as a mission to protect sensitive skin transformed into something much greater — a commitment to restore pride, confidence, and self-love in children everywhere.Today, that mission continues and grows.

Now blessed with another curly-haired child, his daughter, the purpose behind Sir Flax is stronger than ever.

Sir Flax Products is more than curly hair care. It’s a movement.

A movement that celebrates curls.
A movement that empowers kids to love who they are.
A movement created by a dad, for his children — and for yours.

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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