Atlanta-based hair brand Young King Hair Care launched in December 2019, shortly before the COVID-19 pandemic. As the pandemic negatively affected many businesses, the young brand was able to thoughtfully revise its go-to-market strategy, tested various social and digital campaigns, and partnered with engaged bloggers and influencers in the community.
This pivot led not only to better than expected sales results but also landed the brand in Target and Walmart, two major national retail chains, within its first year.
Founded by Atlanta-based Cora and Stefan Miller, Young King Hair Care is a multicultural beauty brand for young men
The couple fashioned plant-based and vegan hair collection after their experiences with doing their young son’s own hair, appealing to young boys to encourage a daily grooming regimen that promotes textured hair health and growth.
According to Cora Miller, “We are here to shake up the beauty industry by redefining self-care and grooming for the next generation of Black and Brown men, giving them the confidence the need to be their best selves everyday.”
The Miller’s entered the market with a 3-step styling regimen: leave-in conditioner, essential oils and curling cream.
The line was so successful, they followed up in November 2020 with a shampoo and conditioner, bringing the number of single product sku’s to five.
Having the attention of Target as an alum of their 2020 Takeoff Beauty Accelerator Program, the retailer approached the Miller’s with an offer to enter both online and in-store.
Walmart soon followed, and as of last month, they can be found in a combined total of 1200 doors, as well as online in both retailers in addition to their own website
As a result of their early on pivoting and testing, Young King exceeded initial forecasts and achieved 394 percent growth in the second half of 2020 vs the first half of 2020 within the first full year of business, driven by 94 percent of sales from new customers.
According to Selig Center for Economic Growth, Black spending was at in excess of $1.4 trillion in 2020. Sales of multicultural hair care products rose 15 percent through February 2020 from a year ago.