When it comes to purchasing beauty products, many people are looking for brands that are owned and operated by people of color. One of the most popular hair care brands for curly hair is Curls, which has been around for over a decade.
However, one of the biggest questions among customers is whether or not Curls is a Black-owned company.
So, is Curls black owned? CURLS is a 100% Black owned company founded by entrepreneur, author and TV host Mahisha Dellinger. With an extensive range of products, it is one of the most popular beauty brands among consumers across the globe. CURLS is also known for its generous donations to charities that help women around the world.
When it comes to marketing, companies usually have two main objectives – to increase their customer base and promote themselves. The goal here is to get people to buy more at one time or regularly.
Our article on African Pride dives into the brand’s history and whether it is actually black-owned.
COMPANY OWNERSHIP
Dellinger worked on product formulations, gathered feedback from stylists and artists, sourced raw materials. Today the company is based in a 100,000 square foot warehouse in Bedford Park near Midway Airport.
Its products are available in more than 4,500 salons and spas around the world and online.
CURLS has won several awards, including Best of Natural Hair (Beauty Launchpad) and CEW Beauty Insiders’ Choice Award for CURLS Curl Cleanser. CURLS was also featured on the Emmy Award-winning series “Mad Men” in 2009.
The CURLS Company Overview
The CURLS company was founded by a group of businesswomen who had a vision of an international beauty care empire. CURLS currently has more than 20 thousand employees and is one of the most powerful companies in the world.
CURLS focuses its attentions on women’s needs, with a range of products that focuses on the hair and skin. CURLS has won multiple awards for its customer service, quality standards, environmental protection initiatives, philanthropy work, ethical practices, and other areas where CURLS is committed to being a leader in both social responsibility and economic development.
CURLS is also known for its generous donations to charities that help women around the world. Nowadays CURLS has stores in over 9 countries and CURLS products are sold in more than 100 countries worldwide.
For those interested in the history of black-owned hair care brands, our article on Mielle is a must-read.
COMPANY HISTORY
CURLS is the brain child of entrepreneur, author and TV host Mahisha Dellinger, CURLS Chief Executive Officer.
Mahisha Dellinger launched CURLS in 2002 after becoming frustrated with the lack of options she had for her curly hair. Mahisha says “I know I wanted to get involved in business because I didn’t see anyone like me doing business. CURLS was created out of pure frustration.”
CURLS has grown to be a nationally recognized brand. CURLS is the winner of Black Enterprise’s 2011 Best in Beauty Award for ‘Hair Styling’ and has been featured on TV shows including Oprah, Good Morning America. CURLS & Company aims to increase its customer base and promote itself through a range of products.
One way CURLS & Company does this is by offering an example to customers of how they can use the products, such as giving useful tips for hairstyles with curly hair.
This encourages people to buy them so that their own look will be similar.
CONCLUSION
CURLS & Company uses marketing to increase its customer base, promote itself and differentiate itself from competitors.
CURLS & Company offers online purchasing, free samples and subscriptions for its customers who include women of color. CURLS & Company is involved in social media marketing by talking about current events that are relevant to CURLS & Company.
CURLS & Company is also involved in public relations, special events and press conferences. CURLS is a company that manufactures and sells beauty products.
Today, it is one of the most popular beauty brands among consumers across the globe.
