
The Power Of The Pivot: How CurlMix Plans To Reach $10 Million In Sales This Year

Kim Lewis, CEO and co-founder of natural hair company CurlMix, describes herself as "relentless."
CurlMix, which she and her co-founder husband Tim launched in September 2015, is growing fast, but the company has had to reinvent itself along the way.
In 2017, the couple decided to switch from a "do-it-yourself" subscription model to focus solely on ready-made product. Through a series of "learnings" that could have devastated any other founder, Kim was determined to keep going and pivot when necessary. (Before CurlMix, Kim founded a social media network for natural hair. The company "failed" but the insights and connections Kim made while building it, lived on.)
Having passed $1 million in sales in 2018, the brand's 2019 goal is $10 million and Kim's pretty confident it will happen.
"Entrepreneurship is one big game of chess and Monopoly. It's about having fun in the process. When you play games [and you don't win], it's not about, 'I want to stop playing games forever,'" she told xoNecole. "Losing is a part of winning. I don't mind it because at some point, I'm going to win."
Here's how Kim plans to reach this audacious goal and the lessons she's learned scaling CurlMix from a small DIY startup to a growing and profitable company.
1. Figure out what people really want
Courtesy of Kim Lewis
Sometimes in order to become profitable as a business, you have to learn the power of the pivot. "The best entrepreneurs and athletes have a short memory. If it's not working, do something different. A lot of times fear holds people back and keeps them doing the same thing over and over for longer than they should be doing it."
After accepting the company's declining sales in 2017, Kim and Tim realized they'd have to do something different in order to stay in business. An advisor whom they met through being a portfolio company of Backstage Capital - a venture capital firm founded by Arlan Hamilton - asked the money-making question that would change their business forever: "What's your best-selling box?" It was their flaxseed gel box. "Make that."
Kim and Tim didn't believe it was possible. They thought flaxseed would be difficult to scale and that manufacturers wouldn't make it. Their advisor responded with a firm, "Figure it out."
Kim, who was seven months pregnant at the time, spent all of September 2017 making fifty different batches of flaxseed gel, perfecting a recipe that was stable, and more importantly, scalable.
Pivoting the business model actually made sense.
Margins for subscription boxes can be low, while standalone ready-made product margins are significantly higher. Also, while people loved the idea of being provided raw ingredients to make their own products, most people didn't have the time. Kim admits some of CurlMix's best customers were stacking up their unused monthly boxes at home. "I failed enough to know that I wasn't going to make something that people didn't actually want. We did pre-orders for the flaxseed gel on our website. We launched in October 2017 and sold hundreds in a few hours. We tried again the next day. They bought hundreds more."
2. Make the pivot
Kim and Tim knew that they were on to something so they committed themselves to embracing a pivot, though doubt was present. By February 2018, CurlMix made $8,000 in sales. By March, CurlMix had a $30,000 month. A few months later, revenue jumped to $60,000 a month. The company's highest grossing 2018 month reached $240,000 in sales.
"We realized we needed to scrap the whole business and just do this. This is what people want."
Kim and Tim decided to discontinue the DIY product and threw out six months worth of already scheduled content. "I'm glad that [we made the pivot] because I would have wasted money on things that hadn't found product market fit," she explained. "When you start throwing gasoline on a fire and have no product market fit, you're wasting a lot of money."
3. Target, target, target
Courtesy of Kim Lewis
Social media ads became part of CurlMix's recipe for success. By working with a Facebook ads manager, Kim was able to capitalize on wash and go search trends and target potential customers appropriately.
"We targeted people searching for wash and go [styles]. That's where our product performed...People were searching for flaxseed gel but not getting real solutions.The ones that were out there just added flaxseed oil (synthetic gel) to product. People were making it at home but didn't have a ready-made solution. My challenge was going to be figuring out scaling and manufacturing of the flaxseed gel."
By investing in large scale manufacturing of their own flaxseed gel, CurlMix was able to ramp up to making 1500 units of gel a day. This became their unique marketing offer opening up their ability to quench the market demand for a flaxseed gel product that worked.
4. Understand your levers
"I feel like CurlMix is a million-dollar machine. I can turn certain levers and make more money. Before I didn't have that concept."
As the head of sales and marketing, Kim's formula for increasing revenue includes: increasing the average order value (through bundled offering), increasing customers (via increased product specificity and SKU variance), and increasing purchase frequency. She claims, "If you increase all a little, you can triple your revenue in a year."
A $25,000 investment by Backstage Capital in February 2018 helped the company invest in key marketing assets such as new labels, content, and product photos, which ultimately helped fuel company growth.
This mix seems to be working. According to Kim, CurlMix has gotten to the point where they'll be making $40,000 monthly from Amazon alone.
5. Invest in what’s personally important
Courtesy of Kim Lewis
Zuri, Kim and Tim's one-year-old son, is the light of their lives.
"Before, I thought being a mom was going to ruin my chances of being successful as an entrepreneur. I was terrified. However, my husband and I knew that we wanted to have a family. We knew that when we were 50, we wanted to be on vacation with our kids. It's funny but I said, 'When does that happen, when do I actually have the kid? When do I have the time to raise the kid and vacation with them in 20 years?' That's why we decided to become parents."
"I thought maybe I'm not just cut out for entrepreneurship. I credit a lot of our success to my son to providing me with strength and focus."
And Tim? He's Kim's most valuable player on her ever-moving chessboard.
"[Tim] quit and came to work full-time [and manage Operations] for CurlMix in March 2018. He used to make $250,000 as an IT contractor. He really believes in CurlMix and gets so much fulfillment out of it. He told me, 'We can do it.'"
"I picked my husband as a partner because he's brilliant, not because I love him. It matters because it means he can give me solid advice - period. Whether we're together or not, his advice is going to be excellent. That's important because when investors meet us and say, 'Oh, your spouse is your co-founder', my response is, 'Because he's brilliant, not because I love him.'"
6. Keep learning
The road to $10 million is teaching Kim alot about what it takes to be a long-term player in the business. She's had to invest in an human resources consultant to help with the hiring CurlMix needs in order to sustain growth. She's also learning to vet opportunities with a more discerning eye. Kim believes that if you want to succeed in the online world of beauty commerce, getting out of the "ivory towers" is crucial.
"People are doing things that they are comfortable with. They feel like they've gotten bigger and they [don't] talk to customers. I'm in a private Facebook group with our customers. I go live every Wednesday and they watch me do my hair in my shower. They get to know me and I get to know them on a first name basis. A lot of us rush into retail because we want to get that big order from Target or Walmart. That's not the way to build a long-term business in this industry."
Kim cautions other small businesses to learn more about venture capital, too. "We're told that it's bad to sell. It's important to know your options as a company and business person. Understand investments and the other side of the industry that Black folks don't usually have access to." She recommends reading Angel: How To Invest in Technology Startups by Jason Calcanis and Venture Deals: Be Smarter Than Your Lawyer & Venture Capitalist by Brad Feld.
She's also learned to be a better negotiator and explore risk management, something many small business owners struggle with. "Whoever speaks first provides the anchor and has more power. It made me more comfortable with saying what I want first versus waiting to hear what someone will offer me... As a small business, we don't think anyone will come and steal our information. We don't think about having cameras in our offices or small things that exist at big companies. 5% of revenue at every company is gone because of fraud."
Yet, it's about more than just money, admits Kim. "It's not that we made a million dollars. What feels amazing is walking into an office and seeing that you're able to employ ten people. You're able to provide health insurance [and w-2s] for people that look like you. [CurlMix] is a place where [our employees] enjoy working. Those things are so much more rewarding. It's about the people who I work for every day."
There are few more power moves that Kim plans to put into action this year. In early February, the brand introduced its first shampoo and conditioner to market. Additionally, CurlMix's episode on Shark Tank aired on March 3, 2019.
"I've failed quite a bit in entrepreneurship and could have given up in any of those moments. I'm willing to bet on me even if no one else is. I'm willing to sacrifice. I'm going to be successful. It's just a matter of time."
For more on Kim Lewis and CurlMix, visit @kimandtimlewis and @curlmix on Instagram.
Images courtesy of Kim Lewis
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Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host of Dreams In Drive - a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Instagram @rainshineluv or @dreamsindrive.
From '106 & Park' To Prime Time, Rocsi Diaz Is Still That Girl
Rocsi Diaz is no stranger to the camera. From her iconic run on 106 & Park to interviewing Hollywood heavyweights on Entertainment Tonight, she’s been at the center of culture for years. Now, she’s back in the hosting chair alongside none other than Deion “Coach Prime” Sanders for We Got Time Today, a fresh talk show exclusive to Tubi.
The show is exactly what you’d expect when you put a media pro and a sports legend together—a mix of real talk, unfiltered moments, and guest interviews that feel like family kickbacks. As the duo wraps up their first season, Rocsi sat down with xoNecole to talk about teaming up with Deion, the wildest moments on set, and why streaming platforms like Tubi are shaking up the talk show world.
Scoring the Gig & Clicking Instantly with Deion
Photo by Paras Griffin/Getty Images for Essence
Deion Sanders had been dreaming of hosting a talk show, and when Tubi came calling, it was only right he made it happen. But before he found the perfect co-host, he held auditions with different women for the spot.
Lucky for us, Rocsi threw her hat in the ring, and the connection was instant. “You just can’t buy chemistry like we have,” she tells us. “We are legit like big brother, little sister—fighting, cracking jokes, telling each other off. When you watch the show, it’s like watching family.”
Mixing News, Culture & Sports—Minus the Snooze
With We Got Time Today, Rocsi and Deion cover everything from the latest headlines to celebrity tea and, of course, sports. But instead of stiff, rehearsed segments, the show keeps it loose and unpredictable.
“We’re not breaking the mold—it’s not rocket science,” Rocsi jokes. “We just bring our own flair, our authenticity, and our personalities to it. Deion has firsthand experience in sports, so when we talk about athletes, he brings a different perspective.”
And the best part? Unlike traditional talk shows that rush through quick interviews, We Got Time Today actually takes its time. “A lot of shows might give you one or two segments with a guest,” Rocsi says. “With us, we actually sit down and have real-life conversations.”
Her Top Guests (So Far!)
From music icons to relationship experts, the show has already had some unforgettable guests—but a few stand out for Rocsi.
“Ice Cube was our first guest, and he’s just legendary,” she says. “Kirk Franklin had us cracking up when he broke into a full choir freestyle for our Christmas special. And anytime we get Dr. Bryant on to put Deion in the hot seat? That’s my favorite!”
And of course, there’s Nick Cannon. “Nick was amazing,” she adds. “You already know he’s going to bring the energy and say something wild.”
Tag-Team Hosting with Deion: The Inside Scoop
While Deion Sanders is best known for his football greatness, Rocsi says he’s also one of the funniest people she’s ever worked with.
“He’s goofy—like, really goofy,” she laughs. “A lot of people didn’t know that side of him, but now they do. He can crack a joke, and if you’re too sensitive, good luck, because he will go in. But the best part? I throw it right back at him! Sometimes we just look at each other like, ‘Okay, that was a good one.’”
But beyond the laughs, she admires his insane work ethic. “Watching him juggle everything he does is just super admirable,” she says.
How "We Got Time Today" Brings That "106 & Park" Energy
Photo by David Livingston/Getty Images
For those wondering if We Got Time Today feels like 106 & Park 2.0, Rocsi says it’s a whole different vibe.
“The only comparison I’d make is that it’s a destination for the culture,” she explains. “It’s a platform where our people can come, feel safe, and have real conversations. But other than that, this is Deion’s world—we’re just having fun in it.”
The Talk Show Shake-Up: Why This Show Hits Different
Unlike traditional networks, We Got Time Today lives exclusively on Tubi, proving that streaming platforms are changing how we watch talk shows.
“Tubi is giving more people opportunities and making content more accessible,” Rocsi says. “Deion is a huge Tubi fan—he literally loves Black cinema—so it just made sense for him. And honestly? He’s got me watching it too!”
Real Ones Only: Women Holding Each Other Down
Rocsi credits her best friend, Chantelle, for always keeping her grounded. “She kept pouring into me, reminding me of who I am,” she shares. Even Deion Sanders makes sure to give her flowers, often calling her “the hostess with the most.”
In the industry, she’s built lasting bonds with women like Julissa Bermundez, Angie Martinez, and Angela Yee. “Julissa and I still kick it—her house is basically Sephora, so I just shop there,” she jokes. She also cherishes her friendships with Melyssa Ford and Robin Roberts, who have offered unwavering support. “Robin has always been there for me,” Rocsi says, reflecting on the wisdom she’s gained from the legendary journalist.
With the show’s first season wrapping up, Rocsi is grateful for the experience and excited for what’s next. “We’re having a good time, and the audience can feel that,” she says.
And if you haven’t tuned in yet? Well, Rocsi and Deion got time—so you might as well make some too.
Catch We Got Time Today now streaming on Tubi!
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They say bodies are made in the winter, but if you’re the type that waits a few months before the summer because “you work well under pressure” or you just enjoy moving your body altogether, then keep reading.
With the summer quickly approaching, there are so many ways to stay active and have fun doing it. There’s hiking, biking, or just simply walking around the neighborhood. However, there are way more things you can do and it’s free too.
I live in Atlanta and I have discovered a variety of free fitness activities that can help you burn calories, get in touch with your inner child, and maybe even make a new friend.
These activities range from roller-skating to Pilates to dancing. Check out a few of these places below:
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Thompson Hotel
Located in Atlanta’s posh Buckhead district, Thompson hotel offers complimentary yoga classes on Saturday and free Pilates classes on Sundays. Both classes are on the hotel’s rooftop, so you’ll get a good sweat while taking in the gorgeous views.
Atlanta Beltline
The Atlanta Beltline is a 22-mile path throughout the city that traverses trails, parks, and many neighborhoods. It recently announced its line-up of free fitness classes in different locations on the beltline. These classes encompass a diverse range of activities like tennis, roller-skating, Zumba, HIIT, and many more.
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Atlantic Station
Atlantic Station is also offering free fitness activities through its Wellness Wednesday program. Every Wednesday, you can explore various fitness class like dance, self-defense, bootcamp and more.
The Battery
The Battery, home of The Atlanta Braves stadium offers free yoga on Mondays as part of its Wellness Series.
Atlanta isn’t the only city that offers a range of free fitness classes. Make sure to check out your city’s social media pages or search TikTok or Google, and type in “free fitness classes in insert city.” Alternatively, join different Facebook groups that highlight events throughout the city.
Check these out and have fun.
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