Indie Beauty Profile
Nickie Nougaisse, Curls Dynasty
Like many beauty entrepreneurs, Nickie Nougaisse started by creating products that meet her own needs; but given current hair trends, Curls Dynasty is just the sort of brand consumers are looking for. Natural hair is becoming common again as more and more people opt to wear curls, textures, and styles that don’t rely on chemical straightening. In fact, according to data shared by SSI Consults (a strategic marketing firm based in Chicago), “natural hair care represents 50% of multicultural hair care sales.” Here, Nougaisse shares a profile of herself and the Curls Dynasty brand.
Name: Nickie Nougaisse, Founder and CEO
Indie Beauty Company: Curls Dynasty
Launched: incorporated in 2014, officially launched February 2016
Headquarters: Margate, Florida
Cash flow: I own 100%. I do not have investors, nor have I received crowd funding yet.
Indie how? To me indie beauty means passion. Most of the indie beauty brands I know came from the owner’s personal experience / struggle; they are family operated, and run on pure passion and determination to help solve a problem, as most of the owners do not start out with huge amounts of funding.
Team work: 3 full-time, 2 part-time, a few volunteers and contractors
Distribution: Curls Dynasty products reach customers worldwide via curlsdynasty.com, at select Target stores an d target.com, and a multitude of vendors and beauty supply stores internationally.
Years in beauty: 5
Years at Curls Dynasty: 5
Entrepreneurial experience: Curls Dynasty is my first company.
The business: Curls Dynasty is proud to offer amazing products made with essential ingredients that allow women with textured hair to experience hair freedom and reclaim their crown. Products are made with simple yet extremely natural ingredients we know and trust.
The wow-factor: Curls Dynasty’s current line of products, the Moisture Infusion Collection, is the only one of its kind to offer a full range of products from washing to styling that infuse moisture and allow the user to retain that moisture longer. Our customers no longer struggle with dryness; they experience less shedding and breakage and spend less time manipulating their hair. Not one single product in the line with leave the hair feeling hard, crunchy, or flaky. The products are an absolute hit with folks like me that have very kinky and dry textures.
The consumer: My target consumer is anyone with textured hair that is still experiencing frustration with their hair due to dryness – which can affect how the hair looks and feels.
Milestone moment: The brand’s recent launch in Target still has me doing backflips and cartwheels every time I think about it!
Advice for fellow beauty entrepreneurs: Please be patient and trust the process. Have a listening heart and a teachable spirit so that you may learn and avoid some unnecessary and costly mistakes. Read books on entrepreneurship, follow and learn from people who have accomplished goals similar to yours to help you stay motivated.
Just one: Asked about her go-to product, Nougaisse says, it would have to be lip balm. I use it throughout the day and even at bed time.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.