Here’s how Naturalicious is navigating the health risks of common hair care ingredients. Insights from Founder Gwen Jimmere

Popular hair care products often contain harmful chemicals linked to serious health risks amongst females, like uterine fibroids, breast cancer, and early onset of menstruation in young girls. At the same time, safer natural alternatives frequently lack effectiveness, leading to frustration, especially for those with textured hair. 

Despite growing awareness of these issues, the market has been slow to respond with comprehensive solutions. However, amidst this compromising landscape, innovative startups are emerging to bridge the gap between safety, efficacy, and convenience in textured hair care.

One such company making waves in this space is Naturalicious. 

We spoke with Naturalicious’s founder to better understand their solution and its potential impact on the textured hair care market.

This interview is part of GreyB’s Scouted series, where we bring you inside stories from some of the most exciting startups out there. We sit down with founders to uncover how their fresh ideas and solutions are set to shake up industries and solve real-world problems. If you’re curious to see what’s next in innovation, check out all our interviews here.

I think that people don’t leverage IP enough, honestly, in the beauty space.

– Gwen Jimmere

Overview: Naturalicious’ Multi-Tasking, Natural Hair Care Approach

Naturalicious offers hair care products designed to address the needs of textured hair, with a focus on natural ingredients and multitasking formulations. Their key product, the Moroccan Rhassoul 5-in-1 Clay Treatment, incorporates Rhassoul clay from Morocco’s Atlas Mountains, combining cleansing, moisturizing, strengthening, and detangling in a single product. 

This self-preserving formulation avoids synthetic chemicals while providing a streamlined hair care routine. Naturalicious’ approach targets efficiency and safety in hair care, catering to consumers seeking natural and multipurpose solutions.

Highlights from the conversation

How do you handle sourcing natural ingredients from raw and wild environments as your business grows? Does scaling pose challenges in maintaining this integrity?

Sourcing natural ingredients is manageable with solid supplier relationships. As we’ve grown, our suppliers have scaled with us, allowing us to transition from small purchases to bulk orders, lowering costs and benefiting both parties. However, growth can bring challenges, like finding new suppliers when the original ones can’t meet larger demands, especially after unexpected surges. Negotiating better deals has become easier as we’ve gained leverage. The biggest challenge remains ensuring consistent quality, which can vary between suppliers. Maintaining a reliable supplier relationship is essential.

How do you identify the next innovation that will offer personalized experiences to your customers?

Building and maintaining a strong community around your brand is crucial for creating personalized touches as your business grows. In a competitive market, simply having a great product isn’t enough; you must foster customer loyalty and connection.

Adding personal touches like handwritten notes was initially feasible but became impractical as Naturalicious scaled. Instead, I kept the connection alive by going live on social media, allowing customers to see my passion and get to know me personally.

To stand out, establish yourself as a friend, expert, and someone your customers admire by authentically sharing your journey, educating your audience, and consistently engaging with them. This approach keeps the personalized feel scalable as your business grows.

Have you received any acquisition offers or interest from potential buyers?

Yes, I’ve received acquisition offers from large conglomerates and venture capital firms. While I haven’t pursued any exits, I’m open to the right opportunity.

A key factor for me is the well-being of my customers. I’m committed to keeping the company’s mission intact and helping people feel confident. I know that some companies might compromise product quality after an acquisition, which could harm our customers, especially those who’ve struggled with self-image.

If I were to sell Naturalicious, I’d likely stay on during the transition to ensure the new owners maintain the brand’s integrity. Preserving customer trust is extremely important to me.

What does the future hold for Naturalicious? Are there any new product lines or challenges you’re planning to address?

Naturalicious’s future is focused on expanding into the body care market while maintaining our strong presence in haircare and skincare. We’re currently testing body care products to offer a comprehensive range of personal care from head to toe.

We’re mindful of post-COVID challenges, such as shifting customer habits and high supplier costs, which have strained many businesses. Thankfully, our loyal customer base and subscription model provide stability.

Our immediate focus is maintaining our current lines while carefully expanding into body care, ensuring we meet customer expectations despite supply chain challenges.

How have you safeguarded your brand through intellectual property, and are there any plans to license your technology?

Intellectual property (IP) is vital yet often overlooked in the beauty industry. At Naturalicious, we’ve protected our brand with trademarks for our name and logo and secured a patent in 2015 for our Moroccan Rhassoul 5-in-1 Clay Treatment, making me the first African-American woman to patent a naturally based haircare product.

This patent shields us from competitors and opens up licensing opportunities. While we haven’t licensed the product yet, it’s an option we’re considering. A patent offers future flexibility, whether through continued ownership, royalties, or other ventures, providing long-term strategic value.

Meet our Interviewer – Vikas Jha, AVP, Solutions at GreyB

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Authored By: Ridhima Mahajan, Marketing