CurlyCoilyTresses®️ founder Angela Fields has set out to disrupt the textured hair space with innovative, clean, fragrance-free formulas. BeautyMatter spoke to Angela about the identification of the white space and developing a brand and products to fill the void.
What was the opportunity you saw in the marketplace that compelled you to launch a brand?
Almost 20% of the general population is sensitized to at least one allergen, and studies find that fragrance is one of the most frequently identified substances causing allergic reactions. Fragrance allergy affects 2-11% of the general population. This translates to tens of millions of people affected by fragrance ingredients. Women are disproportionately impacted by fragrance allergies, and the rates in children have been rising dramatically in the last few decades.
A whopping 96% of shampoos, 98% of conditioners, and 97% of hair styling products contain fragrance, according to Secret Scents from Women’s Voices For The Earth!
More than 80% of women with curly and coily hair say they purchase products specifically for textured hair rather than general market products, according to the 2018 Texture Trends Report From NaturallyCurly.
An estimated 65% of the USA population has textured hair, which includes those with curly, coily, or wavy hair, with a growing percentage of textured-haired women embracing their natural hair. More than half of textured-haired consumers buy hair products at least once per month and more than one-third of curly and coily consumers purchase hair products at least twice a month. Indeed, women with textured hair are more likely to seek or avoid specific ingredients in their haircare products than are straight-haired or chemically relaxed shoppers.
Less than 20% of the haircare shelf space at most food, drug, and mass retailers is dedicated to products for texture, according to Lisa Brown, president of Lolique, a multicultural retail consulting firm. Textured-haired consumers spend considerably more than their straight-haired counterparts—an average of $205 a year, versus $130 a year, according to the 2018 Texture Trends Report. Among all curl types, curly consumers spend the most, $247 per year. That’s 78% more than their straight-haired counterparts!
CurlyCoilyTresses®️ seeks to disrupt the beauty industry status quo by offering innovative, clean, fragrance-free, and effective textured haircare options!
What was your vision for the brand and the plans for the business when you launched?
Our Mission: Crafting moisturizing and hydrating textured natural haircare products with clean, carefully curated, minimal-ingredient, fragrance-free formulations for the chemically sensitive and allergenic. Products are backed by a 100% satisfaction guarantee.
Our Vision: We are a leading, cutting-edge beauty brand already exceeding USA legislative requirements. We actively ban ingredients we feel harmful, source our ingredients responsibly, incorporate organic ingredients, and are transparent to our customers. We want our customers to know why we use the ingredients we use—and why we avoid the ingredients we avoid.
Clean formulations embrace both “natural” and “person-made” or synthetic ingredients, putting focus on safety over source. Not all “natural” ingredients are safe and not all synthetic ingredients are unsafe.
What is the formulation philosophy behind your product?
CurlyCoilyTresses®️ creates nontoxic formulations that are ageless and genderless and made without ingredients we deem unsafe including fragrances, essential oils, masking agents, harsh preservatives, drying alcohols, non-water soluble silicones, dyes, sodium lauryl sulfates (SLS) / sodium laureth sulfates (SLES), and unnecessary chemicals. All ingredients used by CurlyCoilyTresses®️ must provide a direct benefit to product effectiveness.
What is your distribution strategy for the brand?
Direct-to-consumer is our core business model. We actively seek to engage textured natural consumers with moisturizing and hydrating products for the chemically sensitive and allergenic. We provide exceptional customer service to exceed customer expectations.
Would you share how you’ve funded the business to date?
We feel our unique product offering and exceptional customer service will make CurlyCoilyTresses®️ a market differentiator and disrupter. Our launch and subsequent impressive development has been entirely self-funded. We are now seeking beauty industry-focused investors to expand our product offering with cleansing, conditioning, detangling and styling options and to expand our global reach.
What advice would you give to someone thinking about launching a beauty brand?
Our advice to new brands is to be open to revising and revamping business strategies as needed to accomplish brand goals.
What’s your vision for the future of the brand?
Going forward, CurlyCoilyTresses®️ will expand our manufacturing, fulfillment, and customer service teams, invest in micro-influencers, and enhance our product offering to optimize our direct-to-consumer strategy. We will also expand our business-to-business distribution strategy by partnering with both walk-in and e-commerce solutions. We intend to become a global beauty brand within 3 years.
What excites you about the future of the beauty/wellness industry?
Personally, I am excited by the exceptional growth and unlimited opportunities in the clean beauty arena. Consumer awareness and knowledge result in informed and intentional purchase decisions. CurlyCoilyTresses®️ will continue educating our customers to ensure they truly understand the value of quality ingredients and quality products.
Content Created in Partnership with Unfiltered Experience.