Soon after launching as a DTC brand in December of 2019 with the fast moving global pandemic that followed, Young King Hair Care thoughtfully revised their go-to market strategy, tested various social and digital campaigns and partnered with engaged bloggers and influencers in their 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 their first year.
Founded by Atlanta-based Cora and Stefan Miller, Young King Hair Care is the first multicultural beauty brand for young men. Having first hand experience with their own young son, the couple set out to create a grooming line that is not only plant-based and vegan, but that was also 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 DTC 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 https://youngkinghaircare.com/
As a result of their early on pivoting and testing, Young King exceeded initial forecasts and achieved 394% grow in 2H 2020 vs 1H 2020 within the first full year of business, driven by 94% 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% through February 2020 from a year ago.
SOURCE Young King Hair Care
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