July 28th 2023.
Mahisha Dellinger is a true pioneer in the beauty industry. With the lack of natural haircare products for curly-textured hair, Dellinger noticed a void in the marketplace and sought to provide an effective solution for other naturalistas. In 2002, she left her corporate post and launched CURLS, a brand that has since proven its staying power and has a presence on store shelves from Target to Sally Beauty, Walgreens, and Walmart.
It was not an easy journey, however. Initially, white corporate buyers did not believe in her brand, and she faced constant rejection. But 20 years later, Dellinger has not only built a multimillion-dollar brand but has also created "Black Women Making Millions Academy," an MBA-style program to help other business owners tap into millions worth of free resources to help scale their brands for long-term success.
When asked what the foundation of her success has been, Dellinger advises to start with a business, marketing, and strategy plan - "failing to plan is planning to fail." She also recommends transitioning out of a corporate job only once the side hustle has become legitimately the main hustle, and has the ability to sustain growth and investment back into the company.
Marketing is a crucial part of any e-commerce success, and Dellinger has implemented strategies to ensure seamless branding and establish an emotional connection with her customers. Connectivity is essential, and by being transparent, accessible, and touchable, she can bring a piece of herself to the brand and better connect with her customers.
Dellinger's goals for the future are twofold: to leave a legacy for her family and children, and to show other young women that they can also achieve success if they are willing to reach deep and make it happen. She believes that nothing in this world can hold them back if they don't allow it to.
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