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April 12, 2021
April 12, 2021
Peculiar Roots

Continuing the legacy of supporting female-owned brands, Sally Beauty Holdings launched Cultivate – For Women by Women in 2018 as a business accelerator program empowering female entrepreneurs and providing them with the tools needed to grow their businesses.

“We have always recognized a need for female entrepreneurs to have a platform to effectively expand their businesses,” said JC Johnson, Group Vice President, Digital Strategy and Innovation, Sally Beauty Holdings. “We are proud of the four incredible brands and are excited to be part of their journey. We look forward to partnering with many more emerging brands and female entrepreneurs in the future!”

This year’s finalists consisted of four female founders whose products uniquely fill current gaps in the market. As part of the retailer’s commitment to invest in emerging brands, the retailer rewarded the Cultivate Cohort brands with business grants worth a combined total of $60,000 and exclusive access to a virtual 4-week retail readiness boot camp that culminated with a pitch presentation. In addition to distribution, Sally Beauty will be putting marketing support against all of the brands through its social, digital, e-commerce, and in-store channels, where applicable.

  • UniQurl: Registered Nurse Alexis Stanley developed UniQurl to serve kinky curls a hair type that has traditionally lacked options. Each product is designed to maintain and nourish naturally kinky hair to reveal its unique curl patterns.
  • Peculiar Roots: Tara Darnley was driven by her passion to see consumers with locs and natural hair receive the pampering and care they deserve. The buildup-free haircare collection conditions, cleanses, and moisturizes the hair and scalp with a flake-free formula.
  • Pattie Yankee Products: Celebrity nail artist Pattie Yankee, one of the most sought-after nail experts in the industry, is taking DIY nails to the next level with her line of quick nail extension solutions. The clear and natural nail extensions serve as a blank canvas suitable for any nail polish, gel polish, or nail art.
  • True + Pure Texture: Celebrity stylist, natural hair expert, and salon owner Pekela Riley created a luxury collection of natural-looking hair extensions specifically designed to blend in with multicultural hair.

By participating in the 2018 Cultivate program, Curlanista and PuffCuff grew by 3,771% and 88%, respectively, since joining the program.


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