Can you believe a whole decade has passed since Fleur East wowed us as an X Factor finalist in 2014. And so much has changed since. She’s now a presenter on Hits Radio, has launched her own haircare brand, Kurl Kitchen, and this year, she welcomed her first child, Nova. We sat down with Fleur to chat about how she’s balancing music, motherhood and ensuring little Nova grows up embracing her culture. She gives us exclusive insight into her life, from juggling her busy career to the joys of being a new mum. And trust us, she’s handling it all with style—because who else could do it all whilst rocking the most iconic afro in the entertainment industry?
"I think having a village around me has made all the difference—my mum, mother-in-law, auntie, husband, and sister all come together to help. Culturally, in African traditions, when someone has a child, that child is seen as everyone’s responsibility. It’s typical for the whole family to chip in and help raise the child, making them a part of the larger family unit. From the moment Nova was born, my grandma, mum, and aunt were all there, surrounding her with so much love. I honestly don’t think I could manage everything without that support," explains Fleur.
Sisterly love and hair style goals
When we catch up with Fleur in London, she's hosting a hair event open to the public. Trained stylists are on hand, demonstrating how to style and care for Afro-Caribbean hair. As always, Fleur looks effortlessly glamorous, and her iconic curly afro is styled to perfection.
Fleur and her sister, Keisha East, launched Kurl Kitchen this year, and we’re already obsessed! It’s a game-changer for families and our go-to product for kids with curly hair. It offers a sustainably made, organic range that’s perfect for Afro-Caribbean hair. The ingredients are sourced from Ghana, which is a beautiful nod to Fleur’s heritage on her mum’s side.
"During the pandemic, my sister and I sat down together not long after we had lost our father. We felt reflective and knew how much our dad had always wanted us to work together as sisters. So, we asked ourselves, ‘What can we pour our passion into?’ Hair felt like the natural answer because it was something authentic to us. Our dad had always encouraged us to embrace our natural hair, especially during the days when we were straightening and perming it. So, exploring that felt like the right thing to do."
Fleur’s iconic curls have always been a key part of her identity. In fact, she still smiles when she remembers Simon Cowell telling the X Factor team, "Don’t touch her big curls!" Now, with Kurl Kitchen, she’s helping others embrace their natural hair, too.
Fleur chuckles, "For me, my hair is like my armour—it’s an extension of my personality. I think when you can walk into a room as 100 per cent your authentic self, it’s powerful. I remember when I was going into the I’m A Celebrity jungle, people kept asking, ‘What are you going to do with your hair? Are you going to braid it?’ And I was like, ‘No, I’m just going to wear my natural curls out.’ While some people bring pillows or teddy bears as their luxury item, mine was my curl cream!"
Leading by example
Fleur grew up in a mixed-heritage household, with her mother from Ghana and her father from England. She recalls the struggle of figuring out her hair and embracing her heritage as a child, often frying her locks with straighteners just to fit in.
Now, with that confidence firmly in place, she’s on a mission to help her seven-month-old daughter, Nova, fully embrace her own roots from the start. No straighteners required!
"I believe I’m setting an example for her. From the moment she entered the world, she’s always seen me with my natural hair, and I will always encourage her to embrace hers. Thankfully, we’re in a great time. We have a brand we created specifically for natural hair—something we can start using from age one," she said.
Fleur shared that her daughter Nova is diving into her weaning journey and has developed a taste for African cuisine. Embracing her African heritage has always been part of Fleur and her husband, celebrity fashion designer Marcel Badiane-Robin's, game plan for their little one.
"Nova has already tried some Kenkay and fish, along with a bit of my mum’s yam. At just seven months old, she’s pretty much tasted it all! To my surprise, she really loves the Kenkay and peppers, which caught me off guard—I was worried it might be too spicy for her."
In addition to her musical talents, Fleur has established herself as a vibrant television and radio presenter, winning over audiences with her charm and charisma. Recently, she’s been busy interviewing guests for Black History Month on Hits Radio, and her chat with Angellica Bell about race went viral. Many listeners commented on the impact both women have made on the entertainment industry.
"I sat down with Angelica for a heartfelt conversation that has since gone viral. It truly highlights the importance of representation. While some people might think it’s just a buzzword, it goes far beyond that—it plays a crucial role in building confidence. If you can't see something as possible, it’s hard to believe it for yourself; you might even shut the door on your dreams before you’ve had a chance to explore them," says Fleur.
Fleur has always championed the voices of Black women, but she now emphasises that it’s more important than ever to amplify these conversations. With her wit and passion, Fleur is not just entertaining the nation; she’s inspiring the next generation.
Hannah Carroll is our Senior Digital Writer. In her capacity, she curates top-notch listicles, crafts insightful how-to guides, and delivers expert product reviews. As a mother of three, Hannah draws upon her comprehensive understanding of all facets of family life to bring true insight into all the products that make running a home easier.