Note #9

Hey there,

This week we’re covering Afrocenchix as we’re midway through 🇬🇧 Black History Month.

Afrocenchix - Safe, Effective, Natural Hair Care Products

What

Afrocenchix is a successful UK-based business that specializes in natural hair products tailored for people with Afro-textured hair. The idea for Afrocenchix began in 2008 after co-founder and CEO Rachael Corson suffered from an eczema flare-up triggered by a relaxer. Joining forces with her fellow student at the time and co-founder Joycelyn Mate, the company was officially started in 2010 and has gone on to gain recognition and acclaim for its commitment to providing high-quality, safe, and effective products that cater to the unique needs of this often underserved demographic. Here are a few observations about the business:

Why

Natural and Organic Ingredients: Afrocenchix products are known for their use of natural and organic ingredients. They prioritize using high-quality, safe, and sustainable ingredients that cater to the unique needs of textured hair. Their products use natural, ethically-sourced ingredients in their products, which are free from harmful chemicals, such as sulfates, parabens, and artificial fragrances. Today healthy hair seems like a trend that is about to pick up pace. Rachael and Joycelyn have been way ahead of the curve in this area.

Safety first: Their USP is making safe, effective, and ethical products available to everyone (especially Black women). For their brand, they are playing the long game by avoiding marketing with exaggerated results promised, or a nude package type for the corporate baddies. Afrocenchix’s positioning in the market is clear and they have carved that lane to differentiate themselves from competitors

Community-first: Since its inception, Afrocenchix has consistently focused on engaging its target audience by hosting various activities to bring its customers and potential customers together. From workshops in partnership with Selfridges, book clubs, and brand partnerships, to panels, and talks, the company has grown its community over time by always showing up to meet them locally and scale these events as they’ve expanded.

Raising funds to expand: Afrocenchix has sourced external investment to grow and expand the business. Angel investors include Nalden, the founder of WeTransfer, and VCs including Backed VC, Cornerstone Partners, and lead investors, Impact X; and Nicole Crentsil, Founder & CEO of Black Girl Fest. At the start of 2019, they won the WeWork Global Creator Award in the Business Venture category and received £275k to invest in the business. Later in the year, Afrocenchix was one of 25 companies selected for Backstage Capital’s new global accelerator program! Most recently Google backed the business in its $1.2m seed round naming it one of the “hottest Black-led startups in Europe”.

Textured hair will continue to get attention and Afrocenchix has a very clear position and product-led brand. As new brands enter the market, I see a huge opportunity for this company to double down on the safety of its products that consumers can trust to deliver healthy hair results.

• Fast Company - Tracee Ellis Ross’ Pattern Beauty proves the power of a great product  

• Broadway News - Jaja’s African Hair Braiding Gets 2nd Extensions on Broadway

• KFF Health News - How One Patient’s Textured Hair Nearly Kept Her From a Needed EEG

• The Mercury News - Disciplined over his hair, Black student just wants to resume studies

• Sky Sports - Simi Pam explores why hair can be a barrier for Black women in taking up sport and exercise

• CNN - FDA plans to propose ban on hair-straightening chemical products linked to health risks

• Happi - Hair Searches in the US Change ‘Coarse’ with Growing Demand for Textured Hair Solutions

• Strategy - Mielle hypes its community for its first brand campaign

• BET - Tracee Ellis Ross’ Pattern Beauty Welcomes Christaine Pendarvis As Co-CEO

Untold Stories: Hair on Set

Protect your mind.

Tyesha