This update is a little more personal.
Yesterday I shared tactical things that are happening in the business. (see below)
And I share these details because 9,000 of you invested your dollars into CurlMix.
But I think many people want to know how I feel...personally.
This is the question I get most often as I see many CurlMixers out and about in Chicago.
As we wrap up the first quarter post 'Protect CurlMix'...
I have some thoughts.
'Protect CurlMix' reached millions of people and started lots of conversations.
It was the raw reality of a brand that has been around for a decade, publicly struggle and fight to exist.
Turns out, I wasn't alone.
- Founders like Diarrha Ndiaye-Mbaye is the founder and CEO of Ami Colé
- Anifa Mvuemba founder and creative director of the luxury fashion brand Hanifa
- Dame Pat McGrath, founder of Pat McGrath Labs
- Pinky Cole of Slutty Vegan
- Fawn Weaver of Uncle Nearest
and many more had a similar struggle.
After that level of exposure and public critique,
I've spent more time alone than ever.
On purpose.
Fame was never something I desired.
And to be everyone's coffee conversation in the midst of my biggest failure...
Yeah...not very fun.
Lately I’ve been reflecting a lot on this pivot that CurlMix is experiencing.
And if I’m honest,
Part of me has felt embarrassed.
Ashamed even.
For not being “more successful” by now.
When I first started, I wanted to be like Olaplex.
In 2021, they were publicly traded and valued at $15 billion.
And recently… they sold for $1.4 billion.
But what I'm learning is that
Times are changing for everyone.
And somewhere along the way, I realized…
My story is different.
And there's beauty in that.
My story is rooted in grass roots and community.
CurlMix surviving this long is nothing short of a miracle.
In 2024, when we crowdfunded again and didn’t hit our full goal…
Multiple people told me we should shut it down.
And from a purely capitalistic perspective…
they weren’t wrong.
Side Note: We did turn our first profitable quarter but cash is still tight.
We're making changes to improve cash flow.
- Getting leaner
- Moving to a Black woman owned manufacturer in Chicago
- Reducing the number of products we offer
- Launching more innovative products
We’re taught that the only reason a business exists
is to make money.
And if it doesn’t…
It shouldn’t exist.
But I don’t believe that.
That's a Western-World point of view.
That's like saying, if farmers aren't profitable,
They shouldn't exist.
Well then, we would have no food!
Some businesses are necessary,
For the nourishment of the body and the soul.
Eating is important, but so is my hair LOL!
When I visited Tanzania in Africa 10 years ago,
I learned that businesses were not more valuable than the people in it.
Some places refused innovation, to keep their neighborhood employed.
People like to ask me where the money I raised went…
Besides running:
- A 30,000 sqft manufacturing facility
- An e-commerce business
- And a shipping fulfillment center
3 businesses in ONE!
I tell them this:
Over the last decade, we’ve invested over $10 million in salaries…
Into Black and Brown communities.
Right here in Chicago.
And to me…
That impact matters.
That’s real.
That’s bigger than any exit that would have made me personally rich.
Most people start businesses for freedom.
For independence.
For themselves.
But if I’m being honest…
This journey has felt more like community service.
Built for the community.
Built with the community.
Funded by the community.
Standing for the community.
And I won’t lie to you…
This past year tested me.
The Protect CurlMix campaign brought in support.
But it also brought in HATE!
Being called a “scammer.”
Being called a “coon.”
Even more explicit insults...
Reading those messages…
It was hard to stomach.
People harassing me online.
But in those moments, I had to remind myself:
Who I’m here for.
Who I serve.
I’m here for the CurlMixers who trust us with their hair.
I’m here for the people who believed in us early.
And I’m here for YOU!
So thank you.
For staying.
For supporting.
For standing with us, even when things weren’t perfect.
We’re doing it with more intention than ever.
This isn’t just a business to me.
It has never been.
And I’m still here.
Because you are.
👉🏽 10 for $10 Summer Bundle Ships Starting June 1st
The price is going up on this bundle. so hurry.
Helps support hair growth clinically backed by science
We're eliminating 150+ products. Click above to see what stays.
This is mostly sold out.
Jasmine Caviar Hair Mask is my absolute favorite.
P.S.
Here are 3 big BUILD updates:
#1 – Here are the ship dates on the 10 for 10 📦
Spring Bundle Shipping Starts April 15th
- Everything is made, most items are bottled and labeled. We just have to label and fill a few batches but we're so close to finishing.
👉🏽 Summer Bundle Ships Starting June 1st
- The price is going up on this bundle. so hurry.
#2 – We launched something that took over a year to create.
Over 600+ of you said YES and ordered!
And that meant everything.
So many of you have seen amazing hair growth results from the tonic!
The next batch ships next week.
Get it before we are completely sold out.
#3 – We’re making hard decisions about what stays and what goes.
This part hasn’t been easy.
Because every product holds a memory.
This next chapter is about:
Fewer products, but better ones
Faster shipping
A leaner, stronger team
More communication directly from me
Less noise.
P. P.S. What you don’t see behind the scenes…
Lately, our team has been working harder than ever.
We’re small, but every single person wears multiple hats.
There are days we’re in strategy meetings…
And nights we’re packing orders side by side.
And I mean that literally.
Some of the smartest, most talented people I know…
Taping boxes, labeling products, making sure your order gets out.
No complaints. Just commitment.
And standing there with them, it reminds me why I started this in the first place.
Not to chase trends.
Not to be like everyone else.
If you’ve been rocking with CurlMix for years, thank you.
If you’re new here, welcome.
You’re coming in at a really special time.
We’re getting back to who we really are.
And I’m really excited about where we’re going.
With love + grit + gratitude,
Kim
CEO & Co-Founder, CurlMix
CEO & Co-Founder, CurlMix
2 comments
Dear Edna, believe me IT’S A PROCESS ‼️ First you have to learn HOW to use the Products. You have to realize that not everyone has the same hair type or will get the same results. Like Kim taught us we were used to using a LOT OF PRODUCT to get that perfect polished Straight Hair, but with Curl Mix a little goes a long way. I can honestly tell you when I first started back in 2022 after doing the Big Chop, Lord knows I was messing with my hair everyday ‼️ My Husband used to just shake his head and laugh. But now I’m a bonfire, satisfied Curl Mixer and my hair is downright GORGEOUS 😍 JOIN the group on Facebook, watch all of the videos on U tube, experiment as my Mom used to say Practice makes Perfect ‼️
Here and before I got the complete set of Curlmix 4 steps and didn’t do as I expected. I was very disappointed. I’m tired of trying and no good results. Please help if you can!!!
Leave a comment