Start Right Here! Podcast

This week, we feature Rochelle Graham-Campbell, the C.E.O. of Alikay Naturals. Rochelle is an entrepreneurial dynamo who puts her heart into everything she does. And she gives us lessons on building a business strategically.

As a young newlywed, Rochelle was paying her way through school and working three jobs: a C.N.A., a waitress at Olive Garden, and delivering daily newspapers with her husband, Demond. Then, she started doing YouTube videos as a form of creative expression, escaping all the pressure she put on herself to graduate early. The channel she created, Black Onyx, was where she could talk about her natural hair. In 2010, she was one of the original six natural bloggers and the only one that continues today. Through that channel, her haircare brand Alikay Naturals was born.

Although Rochelle isn't a chemist, she learned a lot watching her Grandmother, aka Yaya, in her native Jamaica, who was an expert in plant medicine. As a result, she was the first one people called when they had an ailment. Years later, Rochelle looked to natural ingredients to solve her hair problems and those who were part of her community. Rochelle formulated the brand's first 70 products in the first three years. That's no small feat. The line now has close to 90 SKUs.

Rochelle shares how attending a pitch competition with her last dollars became a catalyst for Alikay to get on retail shelves. She didn't win but left with a connection that led to her presenting to Target. They were sold and wanted the brand in 300 doors. However, Rochelle and Demond decided to ask for 1/3 fewer stores to prove themselves. Preparing to go on retail shelves was costly, but the two also agreed to manufacture their products themselves and started Black Onyx World. And in 2022, Alikay Naturals launched in 1800 Walgreens stores. She's also founded HER by Alikay Naturals, a feminine care line because she saw a dearth in the marketplace.

But Rochelle is an entrepreneur who likes sharing her secrets to success, so she's creating opportunities for others to learn. Through her courses and her book "90 Days to C.E.O.".

As a serial entrepreneur, wife, and mother, Rochelle shares why the Alikay Cares Foundation and philanthropy are essential business elements.

Finally, Rochelle shares some tips on launching a business in an already overcrowded category. Hear about this and so much more in this episode!

You've probably heard the adage that when a woman changes her hair, she changes her life. When Keziah Dhamma Big chopped her hair after moving from Sacramento to Los Angeles, it led to a whole new career. She went from an actress and model to a beauty entrepreneur all because she couldn't find what she needed for her thick, textured natural hair. Since developing her Snappee hair ties, Swirly Curl has become an ever-expanding platform that includes hair accessories, a blow dryer, and haircare products, including a hair growth serum, a book, an educational platform, and a new podcast, Hey Curlfriend. Keziah shares her personal journey, how she built her business, what she learned from trying to patent her design, why it was important for her business to evolve, and why it is important to stay true to her brand. She will also share some key tips for entrepreneurs, so stay tuned until the end!

Products mentioned in this episode: Snappee Hair Ties, Snap Scrunchies, Headbands, Adjustable Bonnet Manga Moringa Moisture Collection, and the Go Grow Curl Elixir (watch the video to see how you can get 15% off your purchase). Visit the website to shop for the products.

The SwirlyCurly Method Book (watch to find out how to get a free copy)

FULL TRANSCRIPT below:

Keziah Dhamma 00:00

So just for entrepreneurs who are listening to this, from many conversations with our lawyer and things like that is that even though it's your design, if another company changes one feature about it, your patent is no longer valid. So I think the most important thing out of everything is first to market, get some market, get in stores get known, there is always going to be someone coming and knocking you off. China loves to do that. But you got to just be out there and be known and you find your customers and they will ride with you.

CC 00:37

Well, welcome to start right here. We're talking to bipod VT pros about breaking into the industry, standing out and defining success for themselves. I'm your host, Karina COVID, our LGBT director, turned consultant, but I'm also adept connected. What does that mean? I love linking and sharing ideas, information, and people so that we can all succeed. And I do this show because I'm an advocate for creating an equitable, inclusive beauty industry. And this shows one way to bring you the information if you want to take a seat at the table, or build one appearance. So let's get into the show. Everyone's heard the adage. When a woman changes her hair, she changes her life. Well, today's guest not only changed your hair, she changed her life and her profession and became an entrepreneur. I'm happy to welcome because I Adama who is an entrepreneur of ever expanding platforms. She is the founder of swirly curly girl College, and the author of the swirly curly method. We're going to hear how she came to be an entrepreneur and the career path that she's taken as a result. So welcome, because I am so happy to have you on the show today.

Keziah Dhamma 02:00

Thank you, Karen, thank you for that introduction. That was lovely. I'm going to have to take that and put that in my bio. And the way you said it all. Yeah, because

CC 02:08

you do have ever expanding platforms. And that's a wonderful thing.

Keziah Dhamma 02:13

Yeah, thank you.

CC 02:15

What's interesting to me is that you started out as an aspiring model and actress. Tell me about following that dream.

Keziah Dhamma 02:22

Yeah. So when I was a little girl, I was always watching TV. And, you know, if you were born in the 80s, you watch TV. Nowadays, kids don't touch TVs, because you know, it's not good for their brain. But I was always watching Mary Kate and Ashley Olsen movies, they were traveling, I love the Travel Channel. And I would see young, I guess you could say actresses, and I thought, You know what, that's something I would love to do. Because their life just seems so exciting to be able to go on a location that's different from their everyday life and film. And so I went to college, I would say I was under the impression like many people, you know, in the 80s 90s, even early 20s. I feel like things have changed now. But where you go to school, you graduate, you got a good job. That was kind of the path most people took. So I went to school, I got my degree in Communication Studies, and I was focusing on broadcast journalism. I wanted to be a news anchor, I wanted to do CNN. So it was kind of close to being an actress, but not really fully going there. I think, you know, I was scared a little ...

We are back with Season 3 of Start Right Here! On this episode, it is a pleasure to welcome Noelly Michoux. She is the CEO and Co-founder of 4.5.6. Skin. And in this episode, we talk about how Noelly and her co-founders have used an international perspective and scientific research to create a groundbreaking line that addresses the skincare needs of 40% of the world's population.

Noelly shares why she moved from the country of her birth, Cameroon, to Normandy, France, and how that impacted her ideas about beauty. After moving to Paris to further her education, Noelly got her first exposure to a department store skincare.

After working in several careers, Noelly took a leap of faith and moved to NYC with her then-boyfriend. Because she didn't have the proper Visa, it took her months to land a job. When she did, she got her first exposure to the beauty industry while working in e-commerce for brands, including BlackUp. While in New York, she had her first child, experienced hyperpigmentation, and learned much about the skin as she sought treatment. She and her family moved back to France when her second child was born.

Still intrigued by the gap in addressing the skincare needs of those with richly melanated skin, Noelly began thinking bout addressing it. Noelly shares her circuitous route, including the journey to France's Cosmetic Valley, stops and starts with contract manufacturers, acceptance to the prestigious LVMH Research Center's program, and meeting her cofounders. Then the hurdles they faced building and launching 4.5.6. Skin.

Follow 456skin on IG https://www.instagram.com/456skin/

Check out the complete product line here: https://456skin.com/

Keren Davy, Senior Manager, Clinical and Luxe Skincare at Sephora has beauty in her DNA, she was raised in her mother's hair salon. First had tea parties, later got to work, and eventually obtained her cosmetology license, yet it was a challenge for her to land her first corporate beauty role. So in this episode, Keren and I explore whether there is such a thing as the "right" school when it comes to getting a job at a big beauty brand. And if that is indeed true, what do you do when you don't fit the criteria?

Keren talks candidly about how a lack of knowledge about internships may have hindered her. But the reality is, although Keren was a scholarship student, she had to work, so she made money in two ways: as a bank teller, and putting her cosmetology license to work. She landed a marketing internship during her senior year and she explains how she turned that internship into a full-time job offer after graduation.

Even with marketing experience, however, beauty brands still weren't interested in her. So Keren returned to school for an MBA. There she got her first taste of skincare, leading a team working on a project for Kiehl's.

But her first position at Johnson & Johnson was working on the Band-Aid and Neosporin brands. But even when she wasn't I'm a beauty role, Keren made her beauty expertise known to her colleagues and was hand-picked for a role in brand management at Aveeno. She shares how she continued to uplevel her skills and the importance of stretch assignments. After being laid off from her role at Aveeno, Keren started a consulting firm with client recommendations from her former colleagues.

For her current role at Sephora, Keren made the decision to move to West Coast. Acclimating to her new role and a new home. Keren shares how important giving herself grace in times of change. She also shares the importance of faith in her career journey. It sustained her as she encountered rejection and disappointment and fueled her as she forged forward, blazing her career path.

In our Starting Five section, Keren shares some valuable tips on blazing a career in marketing, even if you are an outsider.

Kerry Abner is the visionary founder behind Manhattan Grey, a revolutionary haircare line specifically designed for people with grey hair.

As a military brat born in the Bronx, New York, Kerry's upbringing took him on a diverse journey across different cultures, including living in England, Japan, and Florida. This broad exposure nurtured his passion for creativity and a desire to explore unique paths.

With a strong background in marketing, Kerry honed his skills in the music industry, working on global marketing campaigns for music genres like hip hop and R&B. However, it was his personal experience with grey hair that sparked a new entrepreneurial pursuit.

Starting to notice his grey hair at a young age, Kerry initially struggled with feelings of insecurity, which led him to explore various hair products in the market.

Finding a void in the marketplace for products that catered specifically to grey hair's unique needs, Kerry had an "aha" moment. Inspired by the iconic hair grease brand, Murrays, he envisioned a clean, upscale formula that would empower individuals to embrace their grey hair confidently.

As the CEO and founder of Manhattan Grey, Kerry has taken on the challenge of building a brand that challenges the norms and empowers people to embrace their individuality.

With a passionate spirit and an eye for innovative marketing strategies, Kerry is on a mission to make Manhattan Grey a symbol of empowerment and self-expression for generations to come.

In my interview with him, he discusses the challenges he faces, including cash flow and the importance of seeking investment to take his brand to the next level.

Kerry also shares valuable insights into the product development process, including how he utilized essential oils and clean formulations to cater to the needs of individuals with grey hair.

His approach to marketing through influencers and digital platforms provides a valuable lesson in reaching and resonating with a diverse audience.

Additionally, Kerry's determination to challenge societal norms and redefine the narrative around grey hair will inspire entrepreneurs to pursue meaningful ventures that create positive impacts on society.

Listen in to learn more.

Key Takeaways

1. Embrace the long-term game of building a brand, knowing that success takes dedication and perseverance.

2. Challenge cultural perceptions with products and narratives that promote inclusivity and confidence; like Manhattan Grey's impact on attitudes towards grey hair.

3. Conduct in-depth market research to shape your product and address real customer needs, using surveys and feedback to inform development.

4. Leverage digital marketing and influencers to reach a wider audience and build brand awareness effectively.

5. Pursue strategic partnerships and investments to scale your business and expand your product line.

6. Stay authentic and true to your purpose throughout your entrepreneurial journey, knowing that your unique perspective can create a meaningful impact.

Timestamps

[00:01:52] Kerry Abner introduces himself as the founder of Manhattan Grey, a haircare line specifically designed for people with grey hair.

[00:10:34] The shifting cultural perceptions around grey hair; while men are often celebrated for their distinguished grey hair, women may face ageism and insecurity due to societal beauty standards.

[00:14:17] Kerry shares his journey of product development and finding the right formula for Manhattan Grey.

[00:17:16] Kerry’s intentional marketing approach; using surveys to gather feedback from potential customers, leveraging influencers to promote his product, and focusing on a clean, vegan, and upscale image for the brand.

[00:23:11] The importance of being prepared for the long-term commitment of running a product-based business.

[00:24:41] Future plans for Manhattan Grey. Kerry’s plan to seek investment, expand the product line, and potentially entering the retail space by partnering with larger retailers.

Quotes

1. "This is a long-term game. This is not something that you're gonna jump into in the first, second, third year and cash out. Approach entrepreneurship with the mindset that you're going to dedicate a few years of your life into it. This is not a quick fix."

2. "I think men get a little bit more celebrated for a distinguished grey hair, salt and pepper look versus women. And I think that's kind of the catch 22 when it comes to embracing the grey conversation."

3. "I felt like all the stars aligned with my idea and I got very excited and motivated to pursue my entrepreneurship dream."

Connect with Kerry

Website - https://manhattangrey.com/

Instagram -