![Quantcast](http://pixel.quantserve.com/pixel/p-GS-HF4BKvzCmv.gif)
![The Power Of The Pivot: How CurlMix Plans To Reach $10 Million In Sales This Year](https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8xOTIyNDc4NC9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTc4MDMxNDYxNH0.utWPIue8HzqAkFLLM6o_6BFgtGRc0JpUtRlCUrGDtNw/img.jpg?width=1200&height=600&quality=90&coordinates=0%2C865%2C0%2C2721)
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
- Our Founders – CurlMix ›
- CurlMix Offers DIY Subscription Service - Essence ›
- Interview with Kim Lewis, Co-Founder of CurlMix - Frolicious ›
- Side Hustle Pro: Ep 48: CurlMix Founder Kim Lewis on How to ... ›
- Ep. 51 - Pivot or Quit? Kim and Tim Lewis of CurlMix Share How ... ›
- CurlMix (feat. Kim + Tim Lewis) | Backstage Capital ›
- CurlMix Founder Kim Lewis on How to Market Your Physical Products ›
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.
These Newlyweds Found Love Thanks To A Friend Playing Matchmaker
How We Met is a series where xoNecole talks love and relationships with real-life couples. We learn how they met, how like turned into love, and how they make their love work.
Jason and Elise Robinson’s union is a reminder that kind people still get their happily ever after. The pair had their first date in October of 2021 and tied the knot on June 15, 2024. Both of them have dedicated their lives to celebrating and supporting Black culture so it was only fitting they get married in what's considered the Black Hollywood of America during the Juneteenth celebration weekend. From the florists to Elise and Jason's gown and suit designers to the table signage and so much more, everything was Black-owned. It's no wonder their love for Black culture was the jumping-off point for their love story.
When they met, Jason had just moved to Atlanta for a new job opportunity, and Elise was living happily in her career and had put dating on the backburner. But luckily, a mutual connection saw something in both of them and thanks to a yoga-themed baby shower and a chance text message, they found their forever. Check out their beautiful How We Met story below.
I’ll start with the easiest question. Can you both tell me a little bit about yourself and your background?
Elise: Sure, my name is Elise. I’m actually from Atlanta, GA – not a transplant. I grew up here and left right after college to pursue my career. Now I’ve been back going on eight years, and I’m in my early 40s.
Jason: And I’m Jason. I’m originally from Racine, Wisconsin. I went to school at Florida A&M University, so I am a rattler. I went back to the Midwest for a period of time, in Indianapolis. Now, I’ve been in the Atlanta area for a little over two and a half years.
Jason and Elise Robinson
Photo by FotosbyFola
Wow, that’s nice because Atlanta gets a bad rap when it comes to relationships. So you have to give us the deets. How did you two find each other?
Elise: So I work in TV and I was on-air for a number of years and then transitioned into being a producer and then a manager. As a producer, I’d always have guests on. And there was a woman who came on frequently named Rosalynn (@Rosalynndaniels, often referred to as The Black Martha Stewart), and we connected instantly. Anyway, she got pregnant right before COVID and invited me to a “modern-day yoga baby shower.” I came to support, but was also just curious about that theme.
I had an amazing time. And when it was over a few of us stuck around and convos got personal. She ended up asking me the infamous ‘Are you dating’ question. When I told her no, she decided to set me up. So I should tell you, in both of my only two serious relationships, I was set up – so I was like no.
But she pointed at her husband, who was folding up chairs, and said that another friend set her up with him. Sometimes, it takes people outside of us to see what we need. A few months later, she reached out and said she had family relocating and thought I’d really like him. So she gave him my number, and I reached out with a text. He responded with a call, and that night, we talked for about 2-3 hours. So that’s how we met. I was a little nervous because me and Rosalynn were starting a friendship, and here I was, talking to her family!
Jason: It was new for me too. Remember, I was new to the area, and I had heard so many “stories” about how people have been done wrong in the dating world. Whether it’s by theft or scamming (laughs). Plus, I had just got a new job and wanted to focus on that. But I did want to be able to date someone in a more personal way and see where it led. I felt like who better than someone who I trust to connect me. Rosalynn knows I’m private, about business life, and my personal life is important to me.
So let’s get into your courtship. What was your first date like?
Elise: We had our first convo on a Monday, and he asked me out the next day. I didn’t have any plans, but I still said no. I was just playing hard to get (laughs). But we were talking every day, and he told me he wanted to take me somewhere I’ve never been. And I’m like, you’re in my city! But he sends me three options, and sure enough, two of the places I hadn’t gone to. So, our first date was October 1, 2021, and somebody was 45 minutes late.
Now Jason, why were you 45 minutes late?
Elise: It was me – in my own city. I just got turned around, and the traffic was horrible. I kept calling him and giving him permission to leave. Full transparency: I probably wouldn’t have waited if the shoe was on the other foot. But this was my first sign of what I now know and love the most about him. It’s his patience. When I got there, I was frazzled and everything, but he was just super calm. It ended up being a great first date.
Jason: I remember just waiting and being concerned for her well-being. Because I know how traffic can be, especially when someone is rushing. I was just scrolling through my phone and looking through the menu. It was cool.
Elise and Jason Robinson
Courtesy
That’s beautiful. Now let’s talk about the “what are we” convo? Did you have one of those and if so, who initiated it and how was it?
Elise: I initiated it. Jason was dating me – and still does. But by this time, we had been on a number of dates. We were on our way to a winery, and we had a bit of a drive. So I decided to state my intention. We were just a few weeks in, but we were spending a lot of time together and we are people of a particular age. So I told him, I know Atlanta can be a Black man’s playground. There’s so many beautiful professional women here. But I’m dating with intention. I don’t want to kick it or hang with a good guy even though he’s not my person. I was done with all of that. So I’m “laying down the law” in my eyes, and he didn’t flinch. He let me finish and basically let me know we were on the same page. He was not trying to sow his royal oats.
Jason: Yeah, I was not trying to be Prince Akeem. But also, it was more so about setting a tone and goal for myself. My mama always told me to set my goals. And having a family was always one of mine. I think the biggest thing of it all, was I felt blessed – in terms of moving for work and meeting Elise, now being married. There’s victories being placed in my life.
I love that you both shared that because sometimes I get feedback on these stories and it seems like sometimes we’re afraid to really voice what we desire, no matter what that looks like.
Elise: Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
Jason: I think her sharing those values resonated with me, and hearing her “lay down the law” was fine because I was there, too. I would say to millennial women, don’t be afraid to tell a mate what you want. You never know what that would lead to. Time is a precious commodity. Elise saying that early on showed me that she values both of our time. It showed her heart, character, and integrity, and I was drawn to that and the mature conversation. In the social media world, we don’t have those pointed conversations face-to-face. I would challenge readers to have those conversations in person, and you would get more from that convo than any post or reel. Because you see body language reactions and have deeper communication.
Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
You both have mentioned time, family, and integrity. I’m curious what other core values do you both share?
Elise: Early on, our faith. Not just do you believe in God. It had to be deeper in that. I needed someone who would lead me, our home, and our family. I didn’t want to be in a push-and-pull relationship about prayer, church, or have conversations about being better people. Also, we discussed finances. That doesn’t just mean going to work. We chatted about ownership and what it looks like for us. How do we support each other individually and together? I know I like having my hands in a few different pots, and I needed someone who was supportive of that and likewise.
Jason: My background is that I was raised in the church. My father is a deacon and my mom is a deaconess. They've been married for 55 years. Faith was very important to me and it was crucial that my wife have that relationship as well.
Elise and Jason Robinson
Photo by FotosbyFola
Can we talk about challenges? Big or small, what are some things you had to grow through together?
Elise: I have never lived with anyone – not a roommate, a sister, friend, boyfriend or anything. Now, I’m in my 40s and I'm living with someone. When you’ve been by yourself for so long that was a challenge for both of us. We weren’t pulling each other's hair out but I’m a bit extreme. Things are color-coded in my closet. For me, working in news is chaotic so I want my home to be peaceful and organized.
Jason: I’m a man, and she’s a woman. That dynamic alone adds a flair to it. She wants things a certain way. She’s a Capricorn. But just in terms of how she wants to keep a home was a big adjustment for me. It took time.
On a smaller level, what are some of the things you disagree about day-to-day?
Elise: Cleanliness and systems. Like, he recycles and I do not. But sometimes I just have to decide if it really needs to be a thing or if I can just take care of it.
Jason: This is where my organization takes over (laughs).
What are your love languages? Do you know?
Elise: Jason’s is an act of service which works because I love cooking for him. It doesn’t feel like a chore to me. I love when I’m out, picking up his favorite juice. The other day I saw he needed t-shirts while folding clothes. So I just like doing small things for him that he doesn’t expect. He’s very much that guy that will ask to help so it doesn’t bother me.
Jason: I’d say Elise is all of them, but physical touch would probably be the biggest one. I had to get used to that. She’s taught me it in a number of ways. I remember we actually talked about love languages, and I sent her this song called “More Than Words” by Extreme. That explained to her how I felt.
Finally, can we end with the proposal? Tell us everything!
Jason: It was at a restaurant. And again, I was trying to find somewhere she hadn’t been. Also, I didn’t want to do it on our anniversary because that would have been too obvious. I contacted one of the restaurant’s staff and decided to change up the dessert menu. Each item was something special to us.
Elise: We go on so many date nights, so I just thought it was a regular night. We had finished eating, and I had to go to the bathroom. They had a nice mirror, girl. So I’m in there taking videos and stuff.
Jason: While she’s in the restroom, I’m getting everything in place with the waitress.
Elise: So as I’m reading the menu, I realize it’s telling our story and he eventually proposed. It was so special; I actually had the menu framed! It was so beautiful and thoughtful.
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Feature image by FotosbyFola
This Is How To Make Essential Oils Your Ultimate Nail Health Hack
Something that I will forever back until the end of time is essential oils. One reason is that they are all-natural (essential oils are basicallyplant extracts). Another reason is that the (proven) holistic health benefits that come with using them (consistently) aredamn near endless. And lawd, don’t even get me started on how wonderful many of them smell — and how they tend to last longer than a lot of the perfumes and colognes that are out there. Definitely, for as long as essential oils are in existence, I’ll be singing their praises.
Today, the lane that I’m gonna be in is how you can apply certain essential oils to your nail care regimen. Since it should be the goal of all of us to be intentional about doing what we can to havestrong and healthy nails, I’m going to share with you 10 oils that are proven to help you reach that very goal (just make sure that youmix them with a carrier oil like apricot, grapeseed or jojoba first; essential oils are way more potent than they are oftentimes given credit for).
The Best Essential Oils for Nail Health
Getty Images
1. Tea Tree Oil
Believe it or not,nail fungus is pretty common.Some studies say that 1 in 10 people will experience it; that number jumps to 1 in 2 for individuals over 70. When it comes to this, signs to look out for are nails that look white, yellow, or brown, nails that seem to rise up from your nail bed, nails that are cloudy-looking in areas, and/or nails that easily break or split in more than one spot. Depending on how serious the fungal growth is, your doctor may prescribe an oral medication, a prescription-strength topical one, or even try a laser treatment of some sort.
However, if what you’re going through is minor, you might only needsome tea tree oil to get everything under control. Since it’s the type of essential oil that contains potent antifungal and antiseptic properties, applying it to nail fungus can significantly reduce fungal growth in a relatively short period of time without over-drying your nails in the process.
2. Myrrh Oil
Since myrrh oil contains so many powerful antioxidants and is able tokill harmful bacteria quickly, that already makes it a great essential oil for nail care. Also, since it contains properties that help to keep your skin healthy, it’s also a wonderful cuticle oil (especially if you mix it with a carrier oil like sweet almond oil, plum oil, or sesame oil). Another thing to keep in mind is if you’ve recently injured your nail(s) in some way, myrrh oil contains properties that help to reduce swelling at a pretty accelerated pace.
3. Juniper Berry Oil
An essential oil that has a good reputation for both healing as well as protecting your skin is juniper berry oil. In fact, if you’ve got a bit of foot odor going on or you’ve noticed some nail fungus creeping up, if you apply the oil to your feet (or nails) while you’re in the shower, it can help to eliminate the smells and speed up the healing process.
Another bonus about this particular oil is it has astringent properties that can help to keep your nails nice and clean.
Getty Images
4. Lavender Oil
Another oil that’s ideal forfighting nail fungus is lavender oil. In fact, in Healthline’s article, “Can You Use Essential Oil for Toenail Fungus?” lavender is on the list. That’s not all. If you happen to havenail eczema,the properties of lavender oil have the ability to soothe and heal the symptoms that come along with it, including nail softness and shedding. It’s also a good idea to keep in mind that if you want to addmoisture to your nails or cuticles, lavender oil is one that can hydrate your nails without a ton of residue.
5. Clove Oil
Since clove oil is considered to be an antimicrobial oil, it’s another one that is able to kill bacteria. Something else that’s cool about this oil is it can bring quick relief to pain and discomfort if you’ve broken a nail or you’ve got a hangnail that’s getting on your last nerve.Two other big wins about clove oil are it can help to even out any skin discoloration that you may have around your cuticles and it can help to keep your nails and hands looking youthful too (because, yes,nails do age).
6. Sage Oil
Sage oil also has some pretty impressive antibacterial properties in it. It also has the ability to condition your skin as well as your nails. This means that if you happen to struggle with brittle nails or nails that seem to peel, applying this oil to it can help to naturally reverse those issues. Also, if your nails seem to look a bit on the dull side, sage nails can give them a natural sheen if polish isn’t (really) your thing.
Getty Images
7. Geranium Oil
An essential oil that’s great at fighting off all types of infections isgeranium oil. What I especially like about it,as far as nail care is concerned, is that it’s got a solid reputation for moisturizing your nails so that they’re able to grow stronger and longer. Since it’s an oil thatcontains anti-aging properties, geranium oil can help to keep your hands (and feet) younger-looking for a longer period of time as well.
8. Lemon Oil
Hangnails are the absolute worst. Typically, those annoying things come as the result of having dry cuticles or constantly picking (or biting) the skin around your nails. If you make a cuticle oil out oflemon oil, not only can that help to nourish your cuticles and nails, but it can also repair any tissue damage that you may have as well as deeply cleanse your nails too. This, as a direct result, can help your nails to become stronger over time (plus, it doesn’t exactly taste the best, so it can help to keep your mouth off of your nails…which is a good thing).
9. Eucalyptus Oil
One of the most potent ways to treat a nail fungal infection is toapply some eucalyptus oil to it. In fact, one of the best things about taking this particular all-natural approach to a nail infection is it can kill the fungi without totally drying out your nails in the process. Also, if you’re looking for an oil that will protect your all-natural nails frompotential environmental damage, eucalyptus oil totally has your back as far as that is concerned.
10. Vanilla Oil
Now,I’m definitely preaching to the choir when I say that you should take a break from nail polish every once in a while. Just like your skin needs a mini-vacation from cosmetics and your hair needs one from the product (build-up), your nails need time to breathe on occasion, too; otherwise, the chemicals in the polish can lead to breakage, peeling, and weak nails overall. And while you’re on the break, try applying some vanilla oil to your nails and your nail beds.The antioxidants in the oil can help to speed up the healing process of your nails as well as reduce inflammation (if you’ve got any of that going on). It can also help to nourish your nails as they prepare for another few months of nail color.
___
I’m telling you, although there are all kinds of nail products on the market, if you get your hands on a few staple essential oils, you can feel confident that you’re giving your nails some chemical-free, holistically beneficial oils that will get your nails right in so many ways. I’m looking at my nails as I’m typing all of this out, and I can certainly attest to it. Try it — ain’t no way that you (and your nails) won’t like it!
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image by ozgurdonmaz/Getty Images