Newsletter 38: Straightening Textured Roads to Success💸
HEY CONVERSION QUEENS 💸👑
Ever wondered how a haircare brand could redefine textured haircare for a modern audience?
This week, we’re exploring Texture Crush’s journey, diving into how founder Teneya Gholston transformed unmet needs in textured haircare into a thriving business. By blending versatile products with vibrant branding and educational outreach, Texture Crush shows us the power of authenticity, community engagement, and niche-focused innovation. Let’s break it down!
SIS, LET’S CATCH A CASE
STRAIGHTENING THE PATH TO SUCCESS
Texture Crush, the textured haircare brand, was founded by Teneya Gholston, a former marketing executive at Creme of Nature, with a mission to redefine care for curls, coils, and waves. Drawing from her deep industry experience and personal understanding of the natural hair movement’s evolution, Teneya created a brand centered on versatile, moisture-focused products that celebrate textured hair. Texture Crush offers innovative solutions, like the Silk Me Out Bundle, designed to balance heat styling and protection, addressing the unique challenges of textured hair with care and creativity.
Targeting individuals embracing textured hair and seeking versatile, results-driven products, Texture Crush leverages a marketing strategy rooted in community and authenticity. The brand engages its audience through salon pop-ups, influencer collaborations, and relatable storytelling on platforms like Instagram. By showcasing real transformations and hosting educational events, Texture Crush builds credibility and fosters meaningful connections. Additionally, its bold, eye-catching packaging paired with purse-friendly pricing positions the brand as both accessible and premium.
Texture Crush’s ability to resonate deeply with its niche audience underscores the importance of clear, authentic brand positioning. In a saturated haircare market, the brand stands out by embracing textured hair’s diversity and providing tailored solutions that empower its customers. Teneya’s vision combines education, community engagement, and high-quality products to establish Texture Crush as a leader in the natural haircare movement, proving the power of niche branding and thoughtful storytelling.
POSITION YOUR BRAND TO WIN
1. 💸👑 Cater to Evolving Consumer Needs with Versatility: Texture Crush recognized that textured hair consumers want products that offer both versatility and protection. By providing solutions like the Silk Me Out Bundle, the brand addressed the desire for heat styling while maintaining hair health. This focus on meeting specific needs ensures a dedicated customer base that feels understood and valued.
2. 💸👑 Leverage Community Engagement for Deeper Connections: Texture Crush thrives by building strong relationships with its audience through salon partnerships, influencer collaborations, and educational events. These tactics foster brand loyalty and create a community-driven approach, making customers feel part of a larger movement celebrating textured hair.
3.💸👑Differentiate with Thoughtful Design and Value: Texture Crush combines vibrant, high-end packaging with affordable pricing, appealing to its audience's desire for both style and substance. This strategy creates a premium yet approachable feel, helping the brand stand out in a crowded market where many competitors lack this balance.
BRANDS THAT MADE OUR SH/T LIST
JCPENNEY BRAND CEO ON FOCUSING ON PETITE SIZES AND THE VALUE-CONSCIOUS CUSTOMER
The Bold Elements x Ally Brooke collection aims to put a special focus on petite sizes—something the brand has offered for over 50 years—but also features pieces in standard and plus sizes.
SPENT $25,000 TO BUILD A $795 MILLION BUSINESS
Would you quit your job to start a business?
ERLY IS GIVING SEPHORA KIDS AN ALTERNATIVE TO DRUNK ELEPHANT
It was created to aim at Gen Z consumers!
1. 💸👑 The Awesome Foundation offers $1,000 micro-grants monthly to individuals and groups with creative, impactful ideas. Applications are open year-round, with no strings attached, allowing recipients full creative freedom. Apply here!
2. 💸👑Start.Pivot.Grow. offers a $2,500 quarterly microgrant to support small businesses. This non-dilutive funding allows entrepreneurs to receive financial assistance without giving up equity in their companies. Apply here!
3. 💸👑 The Idea Cafe Grant offers a $1,000 grant to small business owners and aspiring entrepreneurs to support innovative ideas. To qualify, applicants must register as an Idea Cafe Regular and submit a short application—no business plan required. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
