February 24th 2024.
Kim Lewis, the fearless CEO of CurlMix, has never been one to shy away from change. Whether it's standing up to intimidating investors or adapting her business model, Kim has learned that success comes from trial and error. And with the recent launch of her new product line at Ulta stores nationwide, her willingness to take risks has paid off. Kim is also the CEO of Listener Brands, which includes CurlMix and her specialty hair care company for 4C hair types, 4C ONLY. She has made numerous changes in order to elevate her businesses, resulting in over $32 million in lifetime revenue. However, she continues to find new ways to engage with her customers and drive innovation in the hair industry.
One of Kim's core values as an entrepreneur is to share the wealth, which is why she opened up a community equity crowdfund. She hopes that her customers will have a stake in the profits of her company. This inclusive mindset also led to the creation of 4C ONLY, where women with kinkier hair textures are not only the focus but the heroes of the story. Kim's goals for her brands may seem lofty, but her commitment to involving her customers as partners will help her build a successful empire. In an interview with BLACK ENTERPRISE, Kim shares her journey and insights as she steadily climbs to the top of the hair care industry.
When asked about the most crucial factor in getting her business off the ground, Kim explains that she initially started as a DIY box for curly hair. She wanted to offer something unique to the market, something she herself would want to use. However, the market had different plans and demanded ready-to-use products. This shift in focus from her own desires to what her customers wanted was a game-changer for CurlMix.
Kim's story on her personal website mentions several pivotal moments in her business journey. When asked about the wisdom and courage it takes to make such changes, she credits her determination to succeed and her ability to adapt. For instance, when she was offered a deal on the TV show "Shark Tank," she chose to walk away because she knew she would have to live with the consequences of that decision. She also interviewed 50 entrepreneurs who had previously been on the show to gain insight into their experiences. In the end, she decided to seek funding from angel investors in her community rather than the "sharks" who may not have understood her industry. This decision has proven to be a wise one, as her company has since received over $30 million in investments.
Kim also draws inspiration from other Black entrepreneurs, whom she refers to as her peers. She mentions Tracey Pickett, the CEO of Hairbrella, as someone who is deeply involved in the day-to-day operations of her business. Kim also shares how a $25,000 investment from Arlan Hamilton at Backstage Capital in 2018 helped her scale up production of her flaxseed gel, a product that has become a best-seller for CurlMix.
The conversation then shifts to Kim's brand, 4C ONLY. She explains that the idea for this line came from the numerous comments on her ads asking if her products worked on 4C hair. While her products were suitable for this hair type, Kim realized that these women wanted a brand that catered specifically to their needs. And so, she created 4C ONLY, with 4C women as the focus and heroes of the brand.
Kim also shares her passion for involving her customers in the growth of her business. This led her to create a community equity crowdfund, where her customers can invest in her company and share in the profits. She believes in sharing the wealth and is determined to provide a return on investment for her customers.
When asked about working smarter instead of harder, Kim emphasizes the importance of being your own marketing engine and staying focused on product development. She also mentions the power of her customer Facebook group, which has over 20,000 members and has become a hub for feedback and engagement.
As for her long-term goals, Kim's main focus is on providing a return for her crowdfund investors and achieving $10 million in annual revenue for both CurlMix and 4C ONLY. She is dedicated to creating products that her customers love and pushing boundaries in the hair industry. And, according to Kim, the ultimate sign of success is when her customers form a community of their own, even if her brands were to disappear.
In conclusion, Kim Lewis of CurlMix is a fearless and innovative entrepreneur who is not afraid to pivot in order to succeed. Her commitment to her customers and her community is at the core of her business, and she is determined to continue growing and innovating in the hair industry.
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