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How The CurlMix Co-Founder Turned A DIY Kit Into A Multi-Million Dollar Empire
Black Woman Owned is a limited series highlighting black woman business owners who are change-makers and risk-takers in their respective realms. As founders, these women dare to be bold, have courage in being the change they wish to see in the world, and are unapologetic when it comes to their vision. These black women aren't waiting for a seat, they are owning the table.
Sometimes DIY goes beyond being crafty with items you find around the house or being exceptionally enterprising with a pair of scissors and a glue gun. The "Do It Yourself" mentality can become a foundational ethos for entrepreneurs looking to build something great out of everyday commodities.
This is particularly true for Kim Lewis, co-founder and CEO of CurlMix and Listeners Brands.
Due to her struggles with alopecia, Kim decided to undergo a big chop in her college dorm room in 2010, and she solicited the help of her now-husband, Tim Lewis, to do the job. "[Tim] was like, 'Kim, I'm not gonna cut your hair.' But he left me low on one side of my head so there was no looking back from there," she recalls laughingly. With kid's craft scissors in hand, little did the two know that as one journey was ending with Kim's hair, a new path would soon emerge because of it.
Image courtesy of Kim Lewis
Back then, there was one place on the web you could find a collective of Black women transitioning from their relaxers to embracing their natural textures: YouTube. As Kim navigated the early days of her natural hair journey, she turned to natural hair gurus as a guide to make her own products from her dorm room. As she began growing her hair out and experimenting with different styles, she couldn't step outside without being asked about the secret behind her curls. "Women would flag me down on Michigan Ave. [in Chicago] and be like, 'Oh my gosh, what is in your hair? How do you get it like that?'" Kim recounts. Then something clicked. "I finally got the bright idea to put [the products] in a box and give people a kit to make their own haircare products at home." So in 2015, Kim launched CurlMix as a do-it-yourself subscription box for curly-haired women to develop their perfect wash n' go, straight from home.
Although the kit was well-received among their customers, a star product was rising in the form of their flaxseed gel. Noticing its popularity, Kim remained nimble and pivoted their entire business to solely focus on their bestseller. Her agility paid off, making the flaxseed gel the brand's "hero product," earning them their first million dollars in revenue, and positioning them toward the forefront of the industry.
Today, Kim and Tim are on a mission to build "the Black Procter & Gamble" for underserved markets through Listeners Brand, the parent company of CurlMix, and another of their brands, 4C Only. This spring, the duo launched an equity crowdfunding campaign for CurlMix, inviting their community to become angel investors in the initiative. In just a few short months, the campaign has raised more than $5 million, with more than 8,000 investors contributing.
For Kim, the vision is clear: Build the first black-owned public beauty conglomerate and put the power back into the hands of her people. "I want my community to come up with me. My goal is to help people get a return on their investment and create generational wealth for their families." United by her village, it looks like that dream will come true sooner than she thought.
xoNecole: Your company, Listeners Brands, recently announced an equity crowdfunding campaign that offers shares to the public via crowdfunding. Take us through the vision behind this, especially in terms of building generational wealth?
Kim Lewis: As Black women, we all experience that when we get so excited about a brand, we rally behind it, we go and buy out the shelves in the store, and then, when they sell, we don't get anything for it. It's two things to that: On one side, businesses are in business to make money and to have acquisition. That's just how things go. But then, pair it with Black people being used by the system over time and not being able to keep wealth because people are keeping it from us or not allowing us to get it when we help to create value somewhere and one person gets to benefit from it, even though we all participated. Every time you purchase a product, you're creating value because you're creating revenue for the brand. A brand's evaluation is solely based on its revenue. It's the consumers that build the brand.
So for me, I was like man, if we ever sell our company—if we ever IPO—our customers won't get anything and they're the ones creating this value. And I wanted to open up my investment realm to them instead of making some rich person richer. I really wanted my community to come up with me, so if we make money, you make money.
You were also featured on 'Shark Tank'! We’ve seen other Black-owned businesses on the show who have either walked away from a deal, or investors just didn’t see the vision. What was your biggest lesson from being on the show?
I had a good experience on the show. It was the hardest thing that I've ever done. You're preparing for a long time, changing your pitch multiple times, and you have to go in a room to prove your worth to a couple billion dollars in net worth. That is a lot of pressure. I can see why some people end up just bawling on TV. I practiced so much because I just didn't want to cry.
For anybody who wants to go on the show in the future, I would say, do as many pitch competitions as you can. I pitched in maybe 20 to 30 pitch competitions and never actually won any money. But I got connected with investors. I've met people. So many good things came from it, but I just did not get any checks. So I hope this encourages someone who feels like, dang, I keep doing these and I'm not winning anything. What you win is the practice. And you get better at pitching, so when a Shark Tank comes up, you're ready. When Good Morning America calls you, you're ready. Pitch as much as you can, and practice until you know your pitch in your sleep.
"Do as many pitch competitions as you can. I pitched in maybe 20 to 30 pitch competitions and never actually won any money. But I got connected with investors. I've met people. What you win is the practice. And you get better at pitching, so when a Shark Tank comes up, you're ready. When Good MorningAmerica calls you, you're ready. Pitch as much as you can, and practice until you know your pitch in your sleep."
Image courtesy of Kim Lewis
You’re in business with your husband, Tim. What have been some of the keys to making your business and marriage work when your spouse is your business partner?
I remember talking to a woman who was getting married, but she wasn't sure if her husband should be involved in her business. We got on the conversation of if you had to pick your man or your business, which would you choose? And I was like, "My husband," and she was like, "Really? I would pick my business." And I was like, "Oh no." Our business is important, but our relationship and marriage are the most important. So we can always do this [business] again, but we're not going to find the love of our life again. And we know that the only reason why this works is because we've been together and on the same mission for so long. I would always pick [Tim]. When you realize that you're playing for the same team, you're working towards the same goals, and that you two could get there twice as fast together, it just makes everything work together and it makes for a happier life.
What advice would you give to someone who’s thinking about branching out and taking that leap into entrepreneurship?
One of the things that I did that I don't recommend is I started a business because I hated my job. I think if you hate your job, you should find a job that you love and figure out what you want to do along the way. Then find a problem that actually needs to be solved—like true problems that people are willing to pay you to solve. You really have to be solving a problem that people have and not just go into business because you want to be.
I've done the business where I've spent a lot of money on inventory and tried to fill it later. And I've also done the business where I did pre-orders and sold out before I knew how to make it and preserve it long-term, so those are two different experiences. You can also be self-employed, you're working for yourself and you don't have a whole team of people under you. I think it's important for people to know that they have options and that whether you decide to be self-employed, run a business that's a beast or run a small consulting firm, those are options to you, make sure that you're solving a problem someone is willing to pay your for, not just because you hate your job.
Follow Kim Lewis' journey via Instagram by clicking here. And to learn how you can become an investor in CurlMix, click here.
Featured image courtesy of Kim Lewis
Aley Arion is a writer and digital storyteller from the South, currently living in sunny Los Angeles. Her site, yagirlaley.com, serves as a digital diary to document personal essays, cultural commentary, and her insights into the Black Millennial experience. Follow her at @yagirlaley on all platforms!
How This New Bond Repair Line Transformed One Mother's Postpartum Shedding Into The Ultimate Curl Comeback
This article is in partnership with SheaMoisture
For Crystal Obasanya, her wash day woes came shortly after her son did. The beauty and lifestyle content creator had been natural for years, but during postpartum, she quickly learned about one reality many mothers can relate to experiencing: postpartum hair loss. “Sis had thinning hair. Sis had split ends,” she shared about her hair changes in a Reel via xoNecole.
Over a year into her postpartum journey, Crystal explained she also had dry, brittle hair, noting that keeping it hydrated before pregnancy had already been “a task.” The 4C natural recalled going from thick hair during pregnancy to a thin hairline due to postpartum shedding as “devastating.” When it came to strengthening and revitalizing her hair, the new SheaMoisture Bond Repair Collection was just the thing she needed to elevate her damaged coils to revive and thrive status and get them poppin' again.
SheaMoisture is providing us with the cheat code for transforming dry and damaged strands into thriving and deeply nourished crowns. By unveiling their 4-step hair system, the SheaMoisture Bond Repair Collection is equipping you with the tools to reverse signs of hair damage caused by protective styling, heat, and color and is uniquely formulated for Type 3 and 4 hair textures.
The haircare system revives damaged natural hair by repairing and rebuilding broken hair bonds through a game-changing combination of HydroPlex Technology and AminoBlend Complex, a unique blend of fortifying amino acids formulated specifically for curly and coily hair. Scientifically proven to reduce breakage by 84% and make your hair six times stronger (vs. non-conditioning shampoo), the collection infuses your hair with the nourishment it craves and the strength it deserves.
All five products of the SheaMoisture Bond Collection are infused with natural strengthening ingredients like Amla Oil and fair-trade shea butter. The collection consists of the 4-step breakage-fighting Bond Repair system, as well as the Bonding Oil.
“When trying it out, I quickly noticed that my hair felt revived and renewed, and my curls were so hydrated,” Crystal said while using the Amla-infused Bond Repair Leave-In Conditioner. “I also felt my hair strands were stronger.” So much so that the influencer felt brave enough to get her hair braided shortly thereafter. “I can definitely say that I will be keeping it in my hair wash routine,” she added in the caption of her Reel about her positive experience using the products.
SheaMoisture Bond Repair Collection is making bond-building a key player in your wash day routines and the purveyor of life for thirsty manes. Because who doesn't want stronger, shinier, happier hair?
Step One: Bond Repair Collection Shampoo
Rejuvenate your hair with SheaMoisture Bond Repair Shampoo, your go-to solution for luscious locks. Packed with hella hydration power, this shampoo adds moisture by 60% while removing buildup without stripping your strands. This shampoo gently cleanses impurities while significantly enhancing shine, smoothness, and softness.
The Bond Repair Collection Shampoo is the first step in the 4-step Bond Repair system, all of which are powered by the uniquely formulated AminoBlend, and HydroPlex, SheaMoisture’s technology that rebuilds hair strength at its core.
Step Two: Bond Repair Collection Conditioner
Tailored to repair styling damage, this creamy conditioner locks in 12x more moisture than standard non-conditioning shampoos, boosting damaged hair strength by 1.5x with significantly less breakage. The creamy SheaMoisture Bond Repair Collection Conditioner deeply hydrates, enhances manageability, and leaves your hair looking healthier and shinier.
Step Three: Bond Repair Collection Masque
This Ultra Moisturizing reparative masque is a moisture-rich game-changer for those dealing with the aftermath of hair damage caused by styling. The SheaMoisture Bond Repair Collection Masque delivers 13 times more moisture compared to non-conditioning shampoos, ensuring your hair feels nourished and soft. Designed to repair and rejuvenate, this masque significantly strengthens damaged hair — making it twice as strong while reducing breakage.
Step Four: Bond Repair Collection Leave-In Conditioner
Elevate your curl game with SheaMoisture’s Bond Repair Collection Leave-In Conditioner. Lightweight and hydrating, the Bond Repair Leave-In Conditioner provides 12x more moisture than non-conditioning shampoos and tames frizz with 24-hour humidity control. Designed to define curls and coils, the leave-in conditioner enhances softness and shine allowing you to detangle effortlessly.
Bonding Oil
The SheaMoisture Bond Repair Collection Bonding Oil is a multitasking all-in-one formula that acts as a heat protectant and provides the hair with moisture, strength, shine, damage protection, and intense nourishment. This lightweight oil not only offers 24-hour frizz and humidity control but also fortifies your tresses, making them up to 5 times stronger with significantly less breakage.
Featured image courtesy
10 New Moms Share What They Wish They Knew About Sex Post-Delivery
Back when I was the teen mom director for the local chapter of a national non-profit organization, I decided to become a doula. One reason was that I couldn’t stand how disrespectfully dismissive a lot of doctors were towards pregnant teenagers (how you gonna pre-schedule C-sections in girls who are in their first trimester?). My second reason was to do some healing from my own past pregnancy choices (check out “Why I Named The Children I Aborted”). Over time, another reason was that when a woman has a child, she needs support for more than just birthing her baby.
Take her sex life, for example. Although some women have a pretty thriving sex life throughout their pregnancy and, after their six-month check-up, they resume having sex relatively smoothly then as well, for other women, their experience is quite different. And because sex, post-delivery, still (amazingly) remains a taboo topic on a lot of levels, other (new) moms suffer in silence because they feel like they are alone.
That, right there, is why I decided to sit down with some mothers to have them share what they wish someone had given them the heads up on when it comes to sex after having a child. If you are a mom who’s having some challenges in the bedroom, hopefully, this will assure you that others get exactly where you are coming from. If you’re not a mom (yet), my goal is that you can get an idea of some things that could possibly happen — so that you can surround yourself with the support that you need (i.e., a girlfriend, some other new moms, even a counselor, if necessary). That way, you can do what needs to be done to get your sex life back (or right) to where you want it to be…in time.
*Middle names are used in this type of content so that people can speak freely*
1. Bevelynn. 28. Mom of a Six-Month-Old Daughter. First Child.
“The weirdest thing for me is there are certain positions that can always make me cum that were super uncomfortable throughout most of my pregnancy. So, it felt like I was having sex for my partner instead of with him. Then, after having the baby, my man was so used to hurrying through sex because that’s how I was while pregnant that he felt self-conscious that I was trying to ‘coach him’ through foreplay like he wasn’t a good lover.
"You know how they say that sex, after abstinence, is like riding a bicycle? The hell you say! There was a lot to relearn that it was almost like having sex for the first time again. Pretty much a year of sex being one way and then adjusting to something else will do that to you. We’re still figuring it out.”
2. Embree. 34. Mom to a 11-Month-Old Son. Third Child.
“I never had postpartum depression, thank God. I did go through a long sex lull. I love my babies, Lord knows that I do, but you don’t really get just how much sex creates them until you have them, if that makes sense. Being a mom is fulfilling and draining — any woman who says otherwise isn’t taking her role as seriously as she should. And when you sit and realize that kids can’t exist without sex, you have moments when you’ll avoid having it at all costs because you don’t want to risk what comes from it — another baby. And that’s just the truth.”
3. Gail. 37. Mom to a Four-Month-Old. Third Child.
“Please don’t give your husband a hard time about getting used to your new body and hormonal changes during sex. It might be popular to act like men shouldn’t have a say in giving birth or what comes with it, but science says otherwise, and while they’re supporting you through your changes, they might end up going months without intimacy — no man wants that. The more talks [that] you have about sexual needs and expectations before getting pregnant, the better. Remember that he is a part of all of this, too.”
4. Quincee. 32. Mom to a One-Year-Old Daughter. First Child.
“I was told that I should get a doula before having my daughter, and I should’ve listened because it makes no sense to push out a baby on your back. My friends who had doula assistance learned positions that were way more helpful. Since I didn’t and my daughter, although I love her dearly, has a really big head, I tore pretty badly. The healing process was borderline hell but, more than anything, I had some PTSD about allowing any — and I do mean anything — from going into my vagina.
"I don’t care if it was a penis, a sex toy, or even a tampon, I was traumatized. Get those perineal massages before giving birth, squat during labor, and get a man who loves oral sex, both ways, so that you both can get through the adjusting. That’s the best advice that I can give on it.”
5. Francis. 30. Mom to a Seven-Month-Old. Second Child.
“You might need to see a sex therapist after having children. It might sound crazy, but no one talks about how having a baby changes everything about you — every single thing. My husband has always been able to please me, and he’s not small in the least, but after having our first child, my vagina never felt the same. That kept me from feeling the same pleasure, which made me want to have sex less and even resent him for not being able to please me like he used to.
"We tried to figure it out on our own, but that started to affect his self-esteem, and then we weren’t having much sex. My girlfriends had some of the worst advice, so I spoke with a marriage counselor who referred me to a sex therapist who helped me to understand the transitions of motherhood, sexually. It’s one of the best things that happened to our relationship. My best advice is nothing is fully ever the same after a baby — sex, for me, was on top of that list.”
6. Erda. 25. Mom to a Three-Month-Old Son. First Child.
“Being a mom is hard as sh-t — do you hear me? I am terrified of getting pregnant. I don’t mean any time soon; I’m contemplating being done forever because my pregnancy was difficult, and my son thinks that we all should be up all day and all night long. People keep telling me that this will pass, but until it does, whenever I see my husband’s penis, it’s like ‘enemy #1’ in my eyes. We can do some oral action; I’ve always been about that. But if he wants to put that thing in me, I always want him to put on three condoms — I’m NOT playing.”
Shellie here: As a doula, I’ll be checking back on her in six more months or so. Something tells me that this will have a bit more balance in the narrative. Those first few months can be a mutha, indeed.
7. Laurelle. 39. Mom to a One-Year-Old. Fourth Child.
“Even after having four kids, I never got used to my breasts being available to everyone. Mine, then my husband and mine, and then, for a season, my kids — and then sometimes everyone’s. Our two first children were less than two years apart, so I swear that my husband didn’t get to touch my breasts for like three years straight…and he’s a breast man! I don’t think anyone can fully prepare you for how to be a momand a sexual being at the same time. It’s one of the hardest things about motherhood to date.”
8. Iris. 30. Mom to a One-Year-Old. Second Child.
“Your erogenous zones might change. Mine did. I used to not be a breast person, but I started having orgasms while breastfeeding, which kind of creeped me out but then it made me want my breast played with more than ever during sex with my man. The other thing is my thighs got pulled on a lot during labor, and so, I’m kind of jumpy when my fiancé reaches out for them now — and he’s a thigh man. Having a child isn’t just a miracle because of the baby. Being able to figure out a new normal in the bedroom is a miracle, too, sis.”
Shellie here: If you can relate to what Iris just said about climaxing while breastfeeding, there is no reason to feel embarrassed or guilty.Breastfeeding tends to produce some of the same hormones that come from sexual stimulation — for instance, remember that oxytocin is a bonding chemical.It’s for this same reason that you might produce extra milk when you orgasm after having sex with your partner. It’s natural. It also tends not to last forever. It will usually pass.
9. Hope. 32. Mom to a Four-Month-Old. Second Child.
“The talk about the whole ‘Madonna-Whore’ thing that men may go through — you know, how once you become their wife or mother of their child, they have a hard time seeing you as a sexual being. Some of us go through that, too. I don’t have hang-ups about sex. I’m just not as nasty as I used to be. My body is used for so many different things now, and the fluids get all mixed in together — I dunno. Sometimes, when I’m about to show my porn side, I’m like, ‘Hold up — is this appropriate? I’m a mother now. It’s so complex, honey.”
10. Tateyana. 27. Mom to a Nine-Month-Old. First Child.
“I was told to get a co-sleeper and keep our baby out of our bed. I didn’t listen. I wish I had because now our bedroom is more like a nursery/daycare and it’s harder than ever to keep our son out of our bed — emotionally. My husband is patient; sometimes, he’s the one who wants our son to stay in the bed but we know that sex is an important part of marriage and we certainly didn’t sign up to be co-parents who are roommates. When they say that the bedroom is for sex and sleep only, the sleep part really shouldn’t be your children. They’ve got a room. They’ll be fine in there. We’re trying to wean him off now, so I’m preaching to the choir here. Sex after babies…it’s just so much.”
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Sex after babies…it’s just so much. As you can see, sex, post-delivery can be layered, complex, and sometimes challenging. Still, if you have a partner who is understanding, if you’re patient with yourself throughout your transitions, and if you get that healthy intimacy has a mental, emotional, and spiritual component that can get you through all of the physical “growing pains” that you may be experiencing — sex after having a child can become richer, closer and even better with time.
After all, a new normal? Sometimes, it exceeds what you’ve been accustomed to.
And isn’t that something to look forward to when it comes to post-delivery intimacy? Definitely.
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