When Floor Roskruge founded Erabella, it was more than just the start of a haircare brand; it was the beginning of a movement to help women feel confident, supported and seen. Born out of her desire to support women facing hair concerns like thinning and postpartum hair loss, she set out to offer clean, effective solutions. Erabella is a New Zealand-owned company with a mission rooted in “women supporting women”. With a growing collection of natural, cruelty-free products and a heartfelt commitment to empowerment, Floor is helping redefine what it means to care for your hair, and yourself. Here she talks to The Natural Parent Magazine about the passion behind her business, how she balances work and family life, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
Erabella began from a desire to empower women dealing with hair concerns – especially those struggling with thinning or postpartum hair loss. I want to help women feel confident again by offering clean, effective, cruelty-free solutions. Erabella‘s tagline is all about “women supporting women”, which perfectly reflects that passion.
The launch: How did you start out in the beginning?
Erabella started as a small, New Zealand-owned company focused on haircare products made with natural and effective ingredients. The first launch included Our Hair Growth Collection – shampoo, conditioner and oil – all formulated locally here in New Zealand with cruelty-free, vegan, paraben- and sulphate-free ingredients.
The innovation: What was the biggest breakthrough for you with your business?
The biggest breakthrough for us was our Hair Growth collection featuring biotin and saw palmetto – a targeted blend proven to support growth and thickness. Women were seeing real results – thicker, healthier hair – and this made it a total game-changer for us.
Yin and Yang: How do you balance work and family?
I have a family of five – my husband, our two stepsons and my daughter – and we’re very much a team. Everyone chips in where needed, which makes a big difference. I’m a stay-at-home mum, so my focus is first and foremost on the kids, and then the business. It’s a busy juggle, but having that support at home allows me to give my energy to both my family and Erabella.
