Imagine a world where every curl and coil is celebrated, and searching for the perfect hair care product becomes a journey of love, discovery, and legacy. This is the world Briana Davis, CEO of Ooume, envisioned as she embarked on a deeply personal quest to craft gentle, natural hair care solutions for children with curly hair. The genesis of Ooume was not just an idea but a maternal call to action, inspired by the delicate curls of her son, Amir, and the lack of suitable products on the market.
Briana faced the challenge of nurturing Amir’s sensitive curls, which were combatted by the harshness of adult products and the inefficacy of baby shampoos. Her journey is a testament to the power of maternal intuition and the extraordinary lengths a mother will go to protect and care for her child. During a moment of shared vulnerability during bath time with Amir, she was led to a pivotal epiphany, setting them on a path that would forever alter their lives.
Named after Amir’s curious cooing, which translates to ‘great’ in Japanese, Ooume is emblematic of more than a brand. It represents a legacy, echoing the homemade hair concoctions of Briana’s great-grandmother. It is a labor of love dedicated to offering non-toxic, nurturing products for every child’s curls.
In an industry often overlooking the uniqueness of curly hair, Ooume shines as a beacon of hope and innovation. As a Black-owned curly hair care brand specifically for kids, Ooume transcends the ordinary business model, embodying a mission fueled by Briana’s personal experiences, dedication, and an in-depth understanding of the nuanced needs of curly-haired children and their families. During our conversation, we explored the depths of Ooume’s foundation, from its inspirational beginnings to the challenges faced and the aspirations for its future.
Join us in exploring Ooume’s mission, where we unveil Briana Davis’s resilience, passion, and unwavering determination. Through this narrative, we invite you to discover a story richly interwoven with love, legacy, and curls, culminating in the creation of something profoundly remarkable.
Table of contents
Product Ideation and Development
What key factors did you consider when developing Ooume’s initial product lineup, and how did you ensure it met the specific needs of curly-haired babies and their parents?
When developing Ooume’s initial product lineup, several key factors guided my decisions to ensure they met the specific needs of curly-haired babies and their parents. Firstly, I prioritized using clean ingredients. I firmly believe our babies deserve the best from the start, free from harsh chemicals or toxins. Additionally, I wanted the products to be gentle on the eyes. As someone who has experienced the discomfort of shampoo or conditioner getting into their eyes, I know firsthand how unpleasant it can be. So, I ensured that Ooume’s products would not cause any stinging or irritation if they accidentally came into contact with the eyes.
Another crucial consideration was fragrance. I discovered through research that synthetic fragrances in many baby products can contribute to issues like eczema and overall skin irritation. To address this, I opted to make Ooume’s products fragrance-free to minimize the risk of skin sensitivities or reactions. Hydration was also a primary focus, as I recognized that traditional baby shampoos often strip hair of its natural oils, leaving it dry and prone to damage. So, I formulated Ooume’s products to provide a gentle cleanse and ample hydration, which is particularly vital for babies with curly hair.
Moreover, I was committed to ensuring that Ooume’s products were vegan. As someone who follows a mostly vegetarian diet and often opts for vegan alternatives, I understand the importance of choosing products that align with personal values and beliefs. By opting for vegan ingredients, I aimed to create products that were not only effective but also ethically sourced and cruelty-free.
Lastly, I prioritized non-toxic formulations. Pregnancy can bring about changes in skin sensitivity, and I wanted Ooume’s products to cater to the most sensitive skin types. During pregnancy and after pregnancy, my body started to develop body acne and other skin issues, and I could no longer use body products that I once did. Sensitive skin-friendly products were key for me to avoid skin issues. By selecting natural, nature-based ingredients for Ooume, we aim to provide a safe and gentle option for babies and parents alike without compromising efficacy.
The Journey from Concept to Launch
Launching a brand is no small feat. Can you walk us through the journey from the moment you realized the gap in the market to the official launch of Ooume? What challenges did you face, and how did you overcome them?
The journey from concept to launch of Ooume has been both exhilarating and challenging. It all began when I noticed a glaring gap in the market for hydrating products designed specifically for babies with textured hair. As a mom, I struggled to find products that hydrated my son’s curls without leaving them dry and frizzy. This realization sparked the idea for Ooume.
One of the primary challenges I faced was securing funding for the brand. As a full-time entrepreneur, I had to rely on my resources to kickstart Ooume. There were moments when finances were extremely tight that caused me to change my son’s & my lifestyle just so we could make ends meet while also trying to fund Ooume. Nonetheless, I remained steadfast in my belief that this vision would come to fruition. Through perseverance and faith, I kept moving and stayed active in my pursuit of this brand, and when I did, I was blessed with the necessary funds to move forward with the launch.
Another hurdle was establishing Ooume’s visual identity. I encountered difficulty finding diverse imagery that resonated with the brand’s message of “Curls & Love.” Unable to find suitable inspiration on platforms of Black motherhood, curls, and products, I took matters into my own hands and conducted a photoshoot with my son and me, capturing the essence of the brand through our bond.
Additionally, sourcing packaging materials proved to be a complex endeavor. I encountered logistical challenges with suppliers, such as having to stay up past 2 AM many nights due to time differences and navigating through various packaging options to find the perfect solution. I went through countless samples to achieve the perfect bottle for Ooume.
Image Source: @weareooume
Perfecting the formula was perhaps the most arduous task. I dedicated countless hours to research, experimentation, and refinement to develop formulations that met my high effectiveness and safety standards. My first formulation took me almost 5 hours, and it was only 4 ounces. I flunked and flunked some more.
But I would always write down how I could do better the next time and wake up the next day to achieve just that. Once I felt like I had the perfect formula, I allowed friends, family, and people on social media followers to help me finalize Ooume’s products before our official launch.
Community Engagement and Feedback
How has community feedback influenced Ooume’s product development and brand philosophy? Can you share any memorable stories or feedback from parents who have used your products?
Community feedback has played a pivotal role in shaping Ooume’s product development and brand philosophy. Throughout the development process, I actively engaged with over 20 moms who graciously volunteered to try Ooume’s products. Initially, I shared my journey with Ooume on social media, inviting moms to share their babies’ hair concerns and offering them the opportunity to try our products in exchange for feedback.
The response was overwhelming, with moms reaching out to me to express their interest in Ooume and their eagerness to address their babies’ hair care needs. I requested that each mom complete a survey to provide detailed feedback on their experiences with Ooume, including their current hair care routines, concerns, and thoughts on our products.
Image Source: @weareooume
One particularly memorable story came from a mom who shared that her son had eczema and would frequently scratch his scalp. She noticed a significant improvement after using Ooume on his coils – her son stopped scratching, and his scalp became visibly healthier. The hydrating properties of Ooume’s products provided relief and hydration to her son’s coils, bringing comfort and joy to both mom and baby.
Another heartwarming testimonial came from a mom who loved the transformation of her son’s hair after using Ooume. She was delighted to see his curls becoming more defined and vibrant, compared to other baby products that would make his ends completely straight without additional oils or products in the days following wash day. These testimonials reaffirmed Ooume’s mission to provide gentle, effective, and hydrating hair care solutions for babies with textured hair, and they serve as a source of inspiration as we continue to innovate and grow.
Educational Initiatives and Support
Education seems to be a core pillar of Ooume. How does the brand plan to support and educate parents on caring for their children’s curly hair beyond just providing products?
Education is indeed a fundamental aspect of Ooume’s mission. Beyond providing products, we are committed to empowering parents with the knowledge and resources to care for their children’s curly hair effectively and confidently. Our educational initiatives extend beyond hair care to encompass broader topics such as ingredient awareness, natural hair care tips, and self-love advocacy.
One of our primary objectives is to raise awareness about potentially harmful ingredients commonly found in hair care products. Through educational content on our website, social media platforms, and future live workshops, we aim to educate parents about toxic ingredients and empower them to make informed choices for their families’ well-being.
In addition to online resources, we plan to host natural hair workshops in our local community and collaborate with adoption agencies to guide on caring for natural curls and coils. These workshops will serve as interactive learning experiences where parents can receive hands-on instruction and personalized advice from experts in the field.
Image Source: @weareooume
Furthermore, we recognize that many parents may struggle with their own natural hair care routines, which can impact their ability to care for their children’s hair effectively. To address this, we will offer workshops and social media live series focused on natural hair styling techniques, hair care practices, and the importance of using clean ingredients. By equipping parents with practical skills and knowledge, we aim to foster a positive and supportive community where everyone feels empowered to embrace their natural hair.
In line with our commitment to supporting parents during the postpartum period, we are in the process of launching a nonprofit organization dedicated to providing resources and support for new parents. This initiative will focus on navigating maternity leave, accessing postpartum resources, and promoting mental and emotional well-being.
Our private mom group chat also offers a safe and inclusive space for mothers to connect, share experiences, and seek guidance on various aspects of motherhood and entrepreneurship. Through this community-driven platform, we hope to foster meaningful connections and provide valuable support to moms at every stage of their journey.
Navigating the Beauty Industry as a Black-Owned Business
The buying power of Black consumers is significant, yet the beauty industry often overlooks their needs. How does Ooume aim to address this gap, and what challenges have you faced as a Black-owned business in this space?
Ooume is committed to addressing the gap in the beauty industry by prioritizing Black consumers’ needs and preferences. We understand the importance of representation and inclusivity in the beauty space, and we strive to amplify the voices of our community through active engagement and listening.
Our approach to addressing this gap is simple yet powerful: we prioritize customer feedback and actively seek input from our community on their hair care needs and preferences. By listening attentively to our customers and incorporating their feedback into our product development process, we ensure that our offerings truly meet the diverse needs of Black consumers.
Image Source: @weareooume
Additionally, we prioritize authentic representation in our marketing and branding efforts, ensuring our imagery reflects our community’s natural beauty and diversity. By showcasing a range of hair textures, skin tones, and identities, we aim to celebrate the beauty of Black hair in all its forms and empower individuals to embrace their natural selves.
Navigating the competitive landscape of the beauty industry as a Black-owned business presents its own set of hurdles. Limited access to resources, funding, and visibility opportunities has posed significant challenges and made it difficult to compete on a level playing field. My efforts are making a meaningful impact, as evidenced by the attention we’ve received from larger, non-Black-owned beauty brands in the industry.
Future Plans and Expansions
What are your future plans for Ooume? Are there new products or initiatives we can look forward to?
I am incredibly excited about Ooume’s future! One of my key priorities is expanding our distribution channels, and I am thrilled to announce that we’ve been invited to sell on Amazon. This will allow us to reach even more families and provide them with our gentle, natural hair care products. Additionally, we’re planning to introduce several new products to our baby care line so that we can continue to meet the evolving needs of our community.
Looking ahead, we’re passionate about expanding into adult and kids’ hair care, focusing on providing the best products for curly and coily wash and styling days. As part of our long-term vision, I aspire to establish partnerships with retail giants like Ulta Beauty and participate in beauty accelerators to further enhance our knowledge and expertise in navigating the beauty industry. I can’t wait to continue this journey and bring our customers even more innovative and inclusive products!
Advice for Aspiring Entrepreneurs
What advice would you give to other aspiring entrepreneurs, particularly those looking to create impactful, community-focused brands?
I advise aspiring entrepreneurs, especially those aiming to create impactful, community-focused brands, to persevere. Building a strong community around your brand is paramount. Transparency and relatability are key; share your journey openly with your audience and cultivate genuine connections.
In today’s business landscape, traditional sales tactics are no longer as effective as they once were. Instead, focus on nurturing a community of engaged supporters who resonate with your brand’s mission and values. Most importantly, pursue something you’re truly passionate about and enjoy. For me, creating hair care products is not just a business venture; it’s a source of tranquility and fulfillment. When you’re passionate about what you do, it shines through in your work and resonates with your audience on a deeper level.
Personal Reflections and Achievements
Looking back on your journey so far, what are you most proud of achieving with Ooume, and what lessons have you learned along the way?
Looking back on my journey with Ooume, my proudest achievement is undoubtedly the act of launching the brand itself. There were countless moments when I felt overwhelmed and ready to give up, especially during the challenging process of finalizing packaging details and working on formulas my community would love.
At times, the stress became so intense that I experienced insomnia and persistent headaches. However, I persevered because I knew that once I launched, I would no longer have to endure the hardships of the pre-launch phase. Since the launch, things have certainly become easier in some respects, but new challenges have also emerged.
Nevertheless, I approach these challenges with a different energy and perspective, knowing I have already overcome significant obstacles to bring Ooume to life. It’s all worth it in the end.
Conclusion
Reflecting on Briana Davis’s journey with Ooume reveals a powerful narrative of resilience, innovation, and maternal love. Her drive to provide gentle, natural solutions for kids with curly hair has filled a significant market gap and highlighted the importance of inclusivity and understanding in product development.
Through challenges and triumphs, Briana’s story exemplifies the profound impact of pursuing a passion and the transformative power of a community-focused approach. Ooume’s future looks bright, promising to extend its reach and continue to celebrate the uniqueness of every curl and coil.
Briana’s advice to aspiring entrepreneurs underscores the value of perseverance, passion, and building a brand with heart. Ooume is more than a brand; it’s a movement toward embracing natural beauty and fostering a supportive community for parents and children alike.
