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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If you follow Dreka, then you’re familiar with her holistic lifestyle, as she’s no stranger to promoting wellness, self-care, and holistic living. She even lives part-time on a Mississippi farm, not far from her grandmother and great-grandmother’s farm, where she spent some summers as a child.
While her grandmother and great-grandmother have passed on, Dreka reflects on that time in her life and how having a farm as an adult is her getting back to her roots. “So the farm was purchased back in 2017, and it was like, ah, that'll just be a place where we go when we're not touring or whatever,” she said.
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Watch below as Dreka talks more about her business, her wellness tips, breaking toxic cycles, becoming a doula, and more.
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As far as the dating apps that led to some type of long-term success, a survey from The Knot says that Hinge leads the pack (with 35 percent) followed by Tinder (with 25 percent). Then, if you take into account a Lovehoney survey of 2000 people, which revealed that 60 percent of men and 42 percent of women have admitted to having sex on the first date — uh-huh, now do you see why a piece like this is both relevant and necessary?
Virtual dating isn’t going anywhere any time soon, and although “first date sex” used to be somewhat taboo, clearly, that isn’t even close to being the case anymore. So, since both are a big part of our culture, let’s explore how to approach merging the two (if you’ve been wondering if you should…that is).
What’s the Purpose/Agenda of a First Date?
GiphyOkay, so let’s start by laying a bit of foundation because, personally, I am a big believer that when we don’t know the purpose of something, it’s almost guaranteed that on some level and in some way, we are going to either misuse or abuse it — dating is no exception. And what’s the purpose of a first date?
To get to know if there is more of a connection than just an initial attraction or surface-level chemistry (check out “What's The Difference Between Chemistry And Compatibility?”). And honestly, that’s why all of the social media debates about women expecting a $200 date off the rip and men expecting sex in return if that does indeed go down are nothing short of nauseating to me. ON BOTH SIDES, all it sounds like is a transactional hustle.
Nothing about that type of motive says, “I’m trying to see if there is something real here;” both are about nothing more than how much juice is in the squeeze (and that’s putting it politely — SMDH).
Although there are dozens of reasons why I think dating has become so chaotic for a lot of people these days, here are two of the main ones as it relates to this article in particular:
1) More people need to remember what author M. Scott Peck once said, "Until you value yourself, you won't value your time. Until you value your time, you will not do anything with it." When it comes to first dates, specifically, that’s why I don’t get what all of the drama is behind coffee dates. While TikTok is telling you that agreeing to those means that you are settling, if you value your time, you absolutely aren’t — especially if there have been no real conversations prior to the initial meet-up.
A coffee date or drinks after work doesn’t say, “He’s cheap,” so much as, “If there’s something here, then we can build on that. If there’s not, you got 30 minutes of my time; no harm, no foul.” Time is something that you can never get back, so why waste it? Besides, if you feel the need to brag about going on an expensive dinner, go out with some of your girls, and y’all split the tab.
At least you’ll know that you’re going to have a good time because you actually know those people (by the way, if that triggers you, that already reveals a lot, as far as your motives are concerned). No one should need a date to validate them — especially a first date. If they do, there’s some stuff going on that a date, a man nor a relationship is going to fix (just sayin’).
2) Talk to the long-term couples who are 50+ (if they’re 50, that now means they were in college in the early 90s, by the way). Ask them about what dating was like when they were younger and single. I’m wiling to bet that, for one thing, expensive ass first dates weren’t even on their radar, and two, it was rare that they went out with someone before talking to them, at least a couple of times on the phone.
Yep, as semi-antiquated as it may sound in the world that we live in now, it was pretty standard that if you saw a stranger who caught your attention, you would get their number, talk on the phone to see how the two of you vibe and then some successful conversations down the line, if you both believed that something was there between the two of you, you would mutually decide to go on a date.
And because some type of foundation was already laid, if the first date did end up going beyond just coffee or drinks, it was because the two of you had already invested time — you already knew that you wanted more. And honestly, to me, that is one of the benefits of virtual dating or talking on the phone for a couple of weeks before going on a first date — you can actually get to know someone…beyond what you can get out of them.
“Sex on the First Date” Has Levels to It
GiphyAnd when you take into account all of what I just said, it seems to me that there are two kinds of “sex on the first date” scenarios that should be pondered. One is the kind where you meet someone, text each other about a place to meet up, get to know each other for 1-2 hours max, and then go back to somebody’s place to get it in. The other is when you meet someone and, whether online or by phone, you both decide to ease into things by talking first…for a while. Then, after an awesome first date, sex comes naturally to both of you.
And how long is a while? I mean, because this platform is for women — until you feel safe. Until you have asked the kind of questions that make you feel like you want to spend more time with him on a deeper level. Until you get that his intentions aren’t just shallow…or physical. Until you know that you aren’t just attracted to him — you know that there are things about his personality and character that you actually like. Until you want to go on a first date.
And unless the two of you are talking for 2-3 hours a day, every day, for a week straight, you can’t really come to this kind of conclusion in record time. It may take a few weeks or even a few months — and that is perfectly fine. Someone who wants to know you for you is going to be okay with communication being set as the foundation of the relationship that the two of you are potentially building anyway, so…by the time that you both decide to meet up for a first date, it will be the icing on the cake.
And, because you actually like him for him, the kind of date that he plans, you won’t be grading it based on nothing more than the price tag; it’s a win for all parties involved.
Okay, so if you do decide to go the route of a “slow build,” you do take your time before a first date, and then you do decide to have sex with him — does it constitute as “first date sex”? I mean, technically, probably. However, the reputation of first-date sex is someone is getting to know everything about you (you know what I mean) without knowing much about you at all. On the other hand, when you opt to communicate for some time before a first date (and the sex that follows), it’s not so casual…and yes, that makes it — different.
3 Questions to Ask Yourself Before Sleeping with Anyone New
GiphyNow that I hope I’ve brought some peace of mind to if it’s a standard “sex on the first date” type of situation if you’ve been virtually hanging out with someone for a while, let’s talk about some of the main things that you should consider before having sex with anyone who you are beginning to interact with on a physical level.
What is the energy like?
One day, I’m going to write about how true it is that energy is exchanged during sex. A big part of the reason is that we are sources of energy — and honestly, the kind of energy that you experience with someone when you’re not in their physical presence vs. when you actually are? It tends to be quite different.
Therefore, it’s a good idea to intentionally “tap in” to see what kind of vibes are exchanged when you’re around each other before deciding to take it there because there is a possibility that how you feel about someone in person may be different than how you do online or over the phone.
What type of sexual accountability conversations have you had?
One of the biggest mistakes that people make is thinking that real life is a soap opera or a rom-com — for instance, you can have sex, and there be no real consequences. Chile, please.
Don’t ever put yourself in the position where you think that the two of you connect so well that you shouldn’t talk about how often you both get tested, what your approaches are to birth control, what your sexual deal-breakers are, and what your sexual expectations may be.
And listen, if all of this seems like too much for a first date, then you already have your answer about if you should have sex after the first date…RIGHT? Because how is it that you don’t want to get into his mind, yet you’re okay with him getting inside of you? Nope. Uh-uh. Nada.
What would sex on the first date accomplish?
Back when I used to mentor teen moms in public schools here in Nashville, I would always call them out whenever they told me that unprotected sex “just happened.” NO. IT. DOES. NOT. There are so many steps involved, from calling the person, setting up a plan, meeting up, pulling off clothes, etc. — all of us have plenty of opportunities to rethink what we are doing. Same goes for first-date sex.
Listen, no matter how much you are feeling the guy from communicating before the date and even more once you meet him, take the time to ask yourself, “What will sex right now accomplish?” An accomplishment is something that brings about credibility. An accomplishment is something that makes you feel fulfilled. An accomplishment is something that causes you to believe that you achieved something great.
That said, if all you’re after is a good time and maybe an orgasm, perhaps sex on the first date will be an accomplishment for you. However, if after starting off solid with this new guy, if you’re not sure what sex will accomplish, in the grand scheme of things, pause until you know. There is absolutely nothing wrong with that — and the right guy for you will agree.
____
Bottom line, if it’s a first real date and you do have sex after it, yes — you just had sex on a first date. Although, when there has been a foundation built prior to it, via healthy communication…it’s less risky and something that you (typically) can feel more confident about — especially if you take all of what I just said into (serious) account.
Sis, when it comes to giving any of yourself to someone new — online or not — please make sure that you do.
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