Haircare Brand

The first ever line of salon professional hair care products for children and pioneer of the children’s haircare retail category.

The Challenge

An unintentional business was born when a NY-based kids salon owner created a line of haircare products for use. Soon after, parents began buying and retailers started calling. From this, we identified a clear white space opportunity to establish a premium brand in FDM channels and establish a new category in the massive personal care space. Lacking expertise, a roadmap, requisite resources, and experience with brand management, channel strategy, operations and more to fully capitalize on this potential, we partnered with the salon owner and co-founded this thriving brand sold across major omnichannel retailers.

The Outcome

Created a new category in the multibillion-dollar personal care market and new value for retailers, customers, and shareholders alike.

CASE STUDY |

OWNED ASSET & VENTURE PARTNER / CAPITAL

Haircare Brand

Why We Engaged

Though the business was challenged by a lack of experience and operational resources, the brand has gained distribution in over 200 points of sale nationally from top apothecaries to kids salons and became a repeat-order business with little support. This initial proof of concept, along with the fact that there were limited options for parents for their kids illuminated this major opportunity in the multibillion dollar global haircare market.

Results

REVENUE

+300%

TIMELINE

3 Years

DISTRIBUTION

10k doors

EXIT

2019

Scope

Brand development and strategy, fundraising, corporate strategy, PR, marketing, omnichannel distribution and retail management, international distribution, backoffice, finance, and operational management, customer service, business advisory, financial modeling, business strategy, advisory.

Strategy

● Led brand reposition, development, marketing, and strategy, overseeing execution of all brand and business initiatives, US and international sales, operations, distribution, e-commerce, business planning, strategic relationships, public relations, and more.
‍
● Developed a strategic roadmap and conducted a comprehensive brand, product, and business audit to create a positioning strategy that was required prior to initiating the planning and execution of the US re-launch.
‍
● Developed multi-year strategic roadmap including budgets, financial models, marketing and distribution plans as well as investor documents including projections, investor deck, PPM and business plan to support financing activities.
‍
● Oversaw execution of all brand and business initiatives and implemented an outsourced operating structure to enable scale on an international basis.
‍
● Successfully planned and executed a true omnichannel distribution model including DTC, live TV shopping, prestige retail, and more.
‍
● Recruited key management and implemented a fully outsourced operating structure.
‍
● Evolved the company’s cost structure and model with changing global economic and retail climate.

Results

● Grew sales profitably from $50,000 to over $15,000,000 in 3 years - 300% growth.
‍
● Created the children’s haircare category initially in partnership with Target.
‍
● Successfully raised growth financing from HNW and PE investment partners.
‍
● Commercialized from 1 salon outlet to over 10,000 retail doors including Target, Amazon, HEB, CVS, Walgreens, Buy Buy Baby, and more.
‍
● Expanded SKU portfolio including new categories.

● Exited the business in 2019.