Our story is passionately driven by making Black brand visibility in the beauty industry a possibility. Black consumers show an affinity and preference for Black beauty brands and are 2.2 times as likely to conclude that products from those brands will work for them. However, only 4 to 7 percent of beauty brands carried by specialty beauty stores, drugstores, grocery stores, and department stores are Black brands. Given this background, we aspire to do the following:
Be the premier Black brand that produces and distributes quality Afro-natural hair and skincare products that affirm, validate the needs and humanity of global Black aesthetics.
Committed to addressing racial inequity in the beauty industry because it is a $2.6 billion opportunity. Better serving Black consumers and supporting Black beauty brands could lead to greater equity across the entire beauty industry—for shoppers, entrepreneurs, large beauty houses, retailers, and investors.