BEHIND THE BRAND: COURTNEY & SHELBY OF SUPERCRUSH

Supercrush is a small business, founded by a mother/daughter duo in 2018, on a mission to create hair accessories that make doing your hair actually fun! 

Walk us through the journey that got Supercrush to where it is today.

Back in 2018, Shelby and I started sewing scrunchies in her kitchen as a fun little creative outlet from our corporate jobs. We shared them with family and friends and pretty soon strangers on the internet started wanting to buy them! After a few months we started building our team of local sewers and after a year we quit our full-time jobs. 

Since then, we’ve launched new product categories (including claw clips and dry shampoo) and have been featured in major publications such as Allure, Elle, and The Today Show. We’re also carried in ~50 independent boutiques and salons across Canada. 

Although much has changed in the last 6 years, a lot of things have stayed exactly the same: Our obsession with quality, our dedication to producing all our products responsibly, and our commitment to giving back.  

We’re so grateful for how far we’ve come and having the opportunity to navigate this journey as a mother/daughter duo has been such an unexpected blessing. 



It’s so heartwarming to see your connection and strong bond reflected through the brand – how has your mother-daughter relationship evolved over the years and since starting Supercrush together?

Our dynamic works because we have different strengths but the same values, which keeps us aligned.

It’s felt pretty seamless since the beginning because we’ve always been super close. But tackling challenges and relying on each other in a business setting has really grown our mutual respect and admiration for each other. 

We have a lot of fun together! It’s cool to experience the amazing synchronicity we’ve developed after 6 years - a lot does not need to be said because we can predict what the other is thinking. 



What is your favourite part about working together?

The time spent together! What a unique opportunity we have to get to share so much quality time together during studio days (with Courtney’s two kiddos in tow) or getting to travel together (like we just did to California to shoot our new collection). 

What are some ways that you incorporate sustainability and responsible practices within Supercrush? Why are these aspects important to you?

With a new generation literally growing up before our eyes we realize that we must use resources responsibly and care for the planet in small, everyday ways. One example is packaging, which is a necessary evil. Firstly, we try to repurpose what we receive by reusing it as crush or for storage. Also, we use minimal but effective packaging to ship orders and still maintain some excitement in the unboxing experience. Another example would be choosing a 100% compostable option for our Super Powder Dry Shampoo … a product that conserves water in and of itself by extending your style and helping you go a day or two longer between washing.



What is each of your favourite piece within your newest collection?

Shelby: Catalina Red anything! Finally a bold colour that seems to be tempting even our neutral girlies. 

Courtney: I really love the Silk Hair Ties! The colours are SO fun for summer and there are endless styling options. 

Who are your hairstyle icons?

Shelby: Annika von Holdt, Paulina Porizkova, Luisa (the Silver Lining)

Courtney: The first that comes to mind is Rachel Green, haha. But I’m constantly inspired by creators like @roralovestrand @goodhaircarrie and our California Dreamin’ co-designer @caitregan. 



Summer days are soon upon us! What harly jae piece are you most excited to wear throughout the summer?

Shelby - the Poésie Top you see me wearing in the shots. So comfortable and the colour will go with all my whites and blues. 

Courtney: My Girlie Skirt for sure. I love how you can dress it up or dress it down and the oatmeal colour pairs so effortlessly with all my other fave Harly Jae tops.