This article was written for our sponsor, Gig East.
The United States is home to the largest cosmetics market in the world, with Americans spending hundreds each month on makeup, hair care products and skincare products. While the industry is significant, there are many people who still struggle to find cosmetic products that fit their wants and needs.
Even for those who are able to find products that work, many feel uncomfortable using makeup or hair products that have a laundry list of ingredients and may have a negative impact on the environment.
At Samora Naturals and Kinky Tresses, founder Shawna Moses is using her background in laboratory science to create clean cosmetics for niche markets using simple, healthy ingredients.
“I was working in the healthcare field for about 10 years, but I was making little formulations on the side for my family, because my son has sensitive skin and I have naturally curly hair that tends to be very dry. I would make concoctions for him and myself, then towards the end of my career as a medical laboratory scientist, I started to take more interest in doing something on the side,” said Moses. “That was what really blossomed into a business, because that market is so underserved. People took to it and wanted more of what I was making, so it was a great opportunity for me to transition into entrepreneurship.”
Kinky Tresses started in Moses’ house as an e-commerce business, but soon the boxes started to take over her home. Recognizing she needed a place that could accommodate her growth, she contacted Wilson’s downtown development team and inquired about available spaces.
“I knew I wanted the building that we moved into to house a little storefront that we could offer things that were geared towards a wider demographic,” said Moses. “It was time for me to take those things I was only making for my family and make them available for everyone else, so that we have something for everyone available.”
In learning how to effectively grow, Moses took part in the RIoT Accelerator Program at the Gig East Exchange, a 12-week guided program aimed to help early-stage startups. While participants of the RAP Wilson program are usually able to use space in the Exchange during the program, the pandemic forced Moses and her cohort to attend online.
Fortunately, the RAP Wilson program also provided Moses and her fellow entrepreneurs with resources to help weather the storm.
“When COVID hit, no one knew what was going to happen or know how our businesses were going to survive. I was able to tap into some of the experts at the RAP Wilson program and have conversations and meetings that helped me figure out how to deal with customer expectations amidst all of the changes going on,” said Moses. “I was also able to bounce ideas off of a few experts as far as transitioning online in order to stay in operation. Based on their advice and conversations that we had, I was able to put some of those products up and sell both the haircare and skincare products on the website.”
Since participating in RAP Wilson, Moses has been able to double her annual revenue and hire additional help. Currently, she has two full-time employees and three part-time contractors and hopes to hire additional employees in the near future.
Since Wilson boasts a thriving small business scene, Moses also hopes to enter into a few partnerships with other businesses in order to increase reach and traffic. In doing so, she hopes to see Wilson solidify its reputation as a hub for innovation.
For other entrepreneurs starting on their journey, Moses sees Wilson as the perfect launchpad.
“We’re a very small town, but we dream big over here. Wilson has a spirit of innovation and entrepreneurship,” said Moses. “I would advise new entrepreneurs to get out into the community and let people know what they’re doing. There are so many people out there that are willing to help, but they can’t help you if they don’t know what ideas you can bring to the table.”
This article was written for our sponsor, Gig East.
