Launched: 2012

Key Executives: Candace Mitchell, Founder + CEO

2025 Full Year Expected Revenue Range: $10 to $20 million

Primary Category: Haircare

Other Categories: Tools and Devices, Technology/SaaS Platform

Key Markets: Atlanta, Los Angeles, New York

Retail Partnerships: Ulta Beauty, Nordstrom

Primary Distribution Channel: Prestige

Other Distribution Channels: Department Store

Funding Rounds: Seed

Total Funds Raised: $6.2 million

Notable Investors: Ulta Beauty, Prisma Ventures

Myavana helps consumers with textured hair identify the products that are optimal for creating a healthy haircare routine by utilizing its proprietary HairAI technology. There is definitely a lack of truly personalized haircare in the market, especially for the textured hair category.

Insights provided by Candace Mitchell, Founder + CEO

Key business initiatives for 2025?

MYAVANA recently launched in the Metaverse under MYAVANA TV. This will be a huge area of focus in 2025. Additionally, we plan to build out our professional programming: MYAVANA Salon Success Academy and MYAVANA Certified Cosmetology Course. More to come on those initiatives soon!

What fuels your competitive advantage?

Our focus on technology and innovation, fueled by my computer scientist background, in addition to a personalized approach vs. one-size-fits-all is what truly sets us apart.

Insight on the future of the beauty industry.

Everything is headed towards personalization.The cool thing is that personalization can spread across every beauty category: skincare, makeup, fashion, health. At MYAVANA, we are really focused on this, especially with a focus on personalizing the retail experience through our partners.

What is the best piece of advice you’ve been given?

Don’t hire skillsets, hire mindsets. Lara Hodgson, President and CEO of NOW Corp., mentioned this on a business panel, and it’s stuck with me ever since. It doesn’t mean the absence of the necessary skillsets, but more so the decision factor in a candidate that has the credentials and experience must also have the right mindset and alignment with values, culture, and vision to truly be an asset to the company.

What is the best mistake you've ever made and what did you learn?

The funniest mistake I made was when I first started pitching MYAVANA and exuded so much passion about the natural hair movement, scientific analysis of hair strands, and hair products, immediately thinking I nailed it. I looked at the judges panel of old, bald white men who had no clue what I was talking about. I quickly learned that I have to have the right approach for the right audience to be impactful. What piqued their interest was the multibillion-dollar market opportunity, which I could have framed better as an introduction, then explained what is driving this growing industry.

What advice would you give to someone contemplating launching a beauty brand?

Begin with the end in mind. It’s easy to get bogged down with the day-to-day challenges of business building, so it’s important to keep your vision at the forefront of your mind and work smarter, not harder by being strategic in achieving milestones that will get you to your goals faster.