Black-owned businesses are not a monolith, nor are hair care brands catering to natural hair.
For Black women everywhere, hair care is reminiscent of a sacred activity. There is an obsessive but warranted need for the perfect combination of products to create the perfect style. However, the strategy that comes with learning what natural hair needs varies by person, and the journey can be very costly.
According to market research on the Black Hair Care Market, Black women “spend more time and money on hairstyles and hair care products compared to women of other ethnicities.” In 2022, the Black hair care market was worth $2.9 billion and is expected to increase to $4.5 billion by 2032.
Pioneers in the natural hair care industry, such as Cantu, Shea Moisture, and Miss Jessie’s, set a standard for how brands should cater to the beauty of Black women. When formally Black-owned companies, like Cantu, decide to sell, it creates a rift between the Black woman consumer and the brand.
When Mielle Organics joined P&G Beauty, it caused an uproar in the Black beauty community. Founder Monique Rodriguez released a statement saying there were no plans to change formulas but to better meet the needs of their increased demands.
Although selling, whether for the benefit of the company or its founders, isn’t enough to keep Black women from trying new products, it does signal a need to invest in upcoming Black-owned hair care brands that are looking to usher in a new sustainable era in the Black beauty industry.
NaturallyCurly spoke with six budding Black-owned beauty brand owners about the biggest lessons they’ve learned throughout their entrepreneurship journey. Here’s what they had to say:
1. AfroUnicorn
Image Source: @afrounicorn_hair
As a person who is championed for their entrepreneurial spirit, what tips would you give another hair care line-owner on expanding their brand while maintaining their core values of catering to Black women with natural hair?
April Showers, the founder and CEO of Afro Unicorn, was inspired to start the brand after a friend called her a “unicorn” for her ability to balance her multifaceted and demanding life. She also noticed that her favorite emoji, the unicorn, was only available in white and lacked representation.
Showers wanted to create a more inclusive brand for children of color to celebrate their uniqueness, divinity, and magic. When children use Afro Unicorn Magical Tresses, I want them to feel like they’re putting on the power of their unicorn mane. You can’t say anything about my hair because it smells good and it looks good. Our hair care collection celebrates individuality, curated out of love and respect for every unique hair texture.
What advice would you give another business owner who is trying to crowdsource and earn grants to jump-start their business?
My advice would be to focus on four key areas: a strong brand story, a great product, a capable team, and demonstrable traction in your market. When crowd-sourcing or applying for grants, it’s important to communicate these elements to show potential supporters why your business is worth backing. Additionally, research to find funding opportunities that align with your mission. Building relationships with funders who understand and support diverse entrepreneurs can make all the difference in securing initial and long-term success.
2. Bomb Ass Fro
Image Source: @supersydnayyy
Bomb Ass Fro was started in 2022; what has the journey been like developing your brand from inception to the New Orleans Entrepreneur Week pitch competition up until now? Is entrepreneurship what you expected?
Bomb Ass Fro was launched in 2021, and the journey from inception, to NOEW, up until now, has been a ride! Entrepreneurship isn’t all that I expected. I knew that launching a company would be hard work. But I thought it would be all the hard work I enjoyed. I soon learned that there are parts of business that you may not necessarily enjoy doing that need to get done.
As time goes on, I’m learning that there has to be a balance between working on the parts that you love about your business to keep you fueled and doing the necessary administrative things (that you may not enjoy) to keep your business afloat. If you can master balancing the two, you’ll be successful.
In the next five years, what do you see Bomb Ass Fro growing into in the future? What are you hoping to contribute to the Black beauty industry?
Image Source: @bombassfro
In the next five years, I see Bomb Ass Fro being on the shelves globally! I want to continue to cultivate a community of Black women and men and give them the confidence to rock their bomb ass fros. It’s more than products; we’re building a movement. We’re on our way to the top.
3. CurlDaze
Image Source: @robynatwater
Curl Daze has been around for almost ten years. What has been the most fulfilling part of your journey transitioning from a hair influencer to a small business owner with a hair care line?
CURLDAZE has recently celebrated four years as a small-owned business. It is very rewarding to assist this company as a brand manager and educate consumers about how to care for their hair properly. I love interacting with naturals who are frustrated with their hair journey, and it’s like we meet at the perfect time because I come in to encourage them not to give up on their hair.
With products that are sulfate-free, alcohol-free, and help manage your hair, it makes the hair care process a breeze. Ultimately, that is what CURLDAZE is all about: helping everyone embrace their hair, one strand at a time.
What advice would you give to other hair care business owners struggling to build an audience for their brand?
Image Source: @curldazehaircare
We live in a world where consumers want something in their face briefly. We scroll on social media and our phones very frequently. The key is to ensure your brand is in the face of many very often. You have to hit the streets and showcase what you have to offer. Even if you don’t see the views you are looking for, don’t give up! You never know who is watching.
4. Frizz & Co.
Image Source: @themltgirl
Frizz + Co. was created to help people embrace their natural hair textures. What was the thought process behind creating a community solely for women with natural hair? How did solidifying your target audience help build your brand in the long run?
The thought process behind Frizz + Co.’s community aspect was about the resources I wish I had when managing my curly hair. While the product started the business and was incredibly important, it wasn’t enough. I wanted to create an ecosystem that filled the gap I was seeing beyond finding the right product for my curls, like connecting with like-minded individuals and sharing resources and education around curls.
As I got to know my curls, I felt frustrated. But in connecting with other women in this space, I realized that we all had similar frustrations and texture trauma. It’s so much more than just hair; it’s also a journey of self-discovery and self-acceptance, and I felt that those experiences were a powerful connector.
I also believe that community is essential for people to get a better feel for the brand, making it a key differentiator. People don’t want to be “sold to”; they expect more. They want a genuine connection with the brand they choose to buy into.
What is the meaning behind your slogan ‘Sunday curls every day of the week’, and how does that slogan influence your brand’s aesthetic?
