Photo: Provided by Mimi E Mina
Emerging brands find success by responding quickly to customer demands. For example, hairstylist Mimi Kohn launched her hair brand Mimi E Mina and its signature hair and scalp oil treatments because of customer dissatisfaction at her salon. “Our customers are overwhelmed and unsure about which products are best for them. It’s great to have choices, but if they aren’t educated about what choices to make, , leading to confusion and frustration,” she says.
The advantage of being small is that we can quickly adapt formulations and develop new products. “Textured hair formulations require high moisture content to soften and add shine, and they also need to be slippery for the purpose of detangling the hair during washing. This is why we What’s important to me is that our ingredients are used continuously in every step of the wash. They’re not just an add-on,” says Julian Addo, CEO and Founder of Adwoa Beauty. says. Ruka Hair and The Renatural are just two of the brands on the market that offer textured hair extensions according to consumer needs.
Small investors and incubators are reflecting new brand narratives. “Angel investors should add value to beauty brands by providing networking, mentorship, and support to early-stage founders. For founders to grow, connections with key contacts are critical. It’s important,” says Nicole Krencil, angel investor and founder of brand-building platform BlackGirlFest. The consultancy partnered with Glossier to create the Black Beauty Grant program. Among the companies receiving grants in 2024 is hair care brand Airfro, which is using the funding to expand its retail store size and product offering.
Investors are gaining interest, but there is still work to be done. “[Incubators and investment companies]need to take a different approach to the textured hair care sector because it has been underserved for far too long,” said the director of the British Beauty Council. says Nenna Onuba, founder of 100 Allies, an initiative aimed at improving women’s diversity. Beauty committee room. “They need to provide comprehensive support, including membership, capital, an effective distribution network, and advanced research and development.” Once mentorship is integrated with capital, emerging brands have the tools to grow. You can lay the foundation.
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