Preston haircare brand FYC secures Alexandra Mardell partnership

Preston-based haircare brand FYC For Your Curls has partnered with award-winning actress Alexandra Mardell as it targets further international growth.

The Coronation Street and Smoggie Queens star joins the business as both a commercial partner and brand ambassador, helping introduce the brand’s products for mixed-textured curls to a wider global audience.

Alexandra, a long-time advocate for natural hair, was already a loyal FYC customer before discussions began about a deeper collaboration with the business. The partnership marks a significant milestone for the Lancashire-founded brand as it looks to strengthen its presence in key international markets.

FYC was founded in 2020 by entrepreneur Rob Binns, inspired by his experience caring for his daughter’s hair. Created specifically for mixed-textured curls, the brand has since built a growing customer base across the UK and internationally, alongside earning multiple industry accolades.

FYC was created specifically for mixed-textured curls and was founded in 2020 by entrepreneur Rob Binns, inspired by his experience caring for his daughter’s hair.

Rob said: “Alexandra joining FYC isn’t about putting a famous face on a label - it’s about authenticity and connection.

“She already understands the need for what we’ve built, and her voice will be instrumental in helping us reach more people as we continue to grow internationally.”

Alexandra said: “I’ve spent years trying to make products work for my hair that were never really designed for it. For people with mixed-heritage curls, that struggle is incredibly common.

“What drew me to FYC wasn’t just the products, it was the purpose behind them.”

Since launching, FYC has earned multiple industry accolades and built a fast-growing customer base across the UK and beyond.

The brand is now entering its next phase of growth, with a focus on expanding its presence across key global markets.

Rob is also chief executive of Preston’s Cotton Court Group, director of Preston’s Towns Fund Board, and a Lancashire chair of Downtown In Business.

FYC The FYC range is designed to be simple, effective and accessibly priced, with products including shampoo and conditioner, a refresh and detangle spray, and a leave-in conditioner.