For centuries, haircare has been a game of trial and error, riddled with consumers, particularly those with textured hair, spending thousands of dollars in search of the right products. Myavana, the Atlanta-based beauty tech company founded by Candace Mitchell, is rewriting that narrative.
At the heart of Myavana is a data-driven ecosystem designed to take the guesswork out of haircare, providing consumers with hyper-personalized product recommendations powered by artificial intelligence (AI). The business model fuses beauty and technology, transforming the way consumers approach hair health and setting a new standard for innovation within the beauty industry.
A Vision Born from Frustration
Like many entrepreneurial ideas, Myavana was born out of necessity. Mitchell, a Georgia Tech graduate with a background in computer science, struggled to find the right products for her natural hair while in college. “I was using my roommate’s curl pudding, and it was drying my hair out,” she told BeautyMatter. “It got to the point where I didn’t even want to go to class because I didn’t like how my hair looked. That’s when I knew I needed a solution,” she continued.
Leveraging her technical expertise, Mitchell conceptualized an algorithm that could match a person’s unique hair type to the products best suited for them. “I was in a database structures class, feeling disconnected, and I immediately thought of creating a hair product database instead,” said Mitchell. That prototype became Myavana, an AI-powered hair product recommendation system, which has since evolved into a full-scale beauty-tech platform with global ambitions.
At its core, Myavana operates through a comprehensive system that includes consultation, analysis, recommendations, and education. Customers can engage with the brand in three primary ways. First, they can use the company’s HairAI on its website, where they upload a photo of their hair, answer a few questions, and receive a customized list of recommended products. “If you have specific hair challenges, we offer AI-powered HairScopes at select salons, which conduct a detailed scalp and hair analysis to create a full healthy haircare plan,” Mitchell explained. The next method of engagement is through Myavana’s retail partnerships, where beauty supply stores and salons integrate its technology to offer on-the-spot consultations and product recommendations.
The company has expanded beyond just providing recommendations, into becoming a full-fledged retail force. “The final piece of the blueprint was to transform our recommendation system into retail,” said Mitchell. “Once we recommend products, the next question we get is, ‘Where can I buy them?’ That’s why we integrated with retailers to make those purchases seamless,” she continued.
Understanding Myavana’s Unique Approach to African Expansion
While many beauty brands prioritize expansion into traditional Western markets, Myavana has taken a different approach by choosing Uganda as the launchpad for its global retail footprint. The decision was deeply personal for Mitchell, whose work in the entrepreneurship ministry first brought her to the country in 2019. “I hosted a boot camp for entrepreneurs, and the first thing women asked me was if my hair was real and what products I used,” she recalled. “That’s when I realized Myavana had a market there.”
Uganda may not be the first African country that comes to mind for beauty industry expansion in the continent, as brands often prioritize Nigeria, South Africa, Kenya, or certain countries in Northern Africa. However, Mitchell, who very much aligns with her Christian faith, sees a long-term vision. “Through prayer and discernment, Uganda kept coming up as a rising economy,” she said. “We want to be part of that transformation and contribute to its growing beauty industry.”
Located in Kampala’s Arena Mall, Myavana’s first-ever physical retail store—the Myavana Hair Lab—opened in early 2024. This flagship location serves as both a retail space and an education hub, providing on-site consultations and a curated selection of products tailored to local hair needs. “We’ve spent the past year testing sales, training associates, and building an ecosystem that can sustain long-term growth,” said Mitchell.
Beyond Uganda, the company has plans for further African expansion. “This is a franchise model, so we’re welcoming business partnerships across the continent,” Mitchell revealed. “We already have South Africa and Senegal in motion. Think of Myavana as the Apple Store for beauty—technology-driven and experience-focused,” she added.
Overcoming Challenges while Disrupting the Industry
Building Myavana has not come without its obstacles. One of the biggest hurdles, as with every entrepreneur, has been securing capital as a Black-owned business. “Raising money for a visionary idea like this has been tough,” Mitchell said. “Investors either didn’t understand it or weren’t investing in beauty tech. There were minimal investments in beauty within venture capital, especially when we started.”
Despite these hurdles, the company has persevered. Press coverage has played a critical role in Myavana’s success, helping to drive brand awareness and educate the public about its innovative approach. Additionally, strategic partnerships with industry giants like Ulta Beauty, which carries Myavana’s technology across its 1,400 retail stores, provide valuable distribution opportunities in the United States. Ulta is building on its relationship with Myavana, serving as its lead investor in a $5.9 million raise, which included participation from Amazon, Reform Ventures, and New Age Capital.
The Future of Myavana
Looking ahead, Myavana is focused on scaling its subscription-based model and expanding its physical footprint. “Our next phase of growth is about getting as many people as possible subscribed to Myavana and starting their personalized hair journey,” Mitchell stated.
The company is also refining its marketing approach. Historically, Myavana has relied on trade shows, industry events, and partnerships with platforms like the Essence Festival to connect with consumers. However, Mitchell is eager to explore new digital marketing strategies and culturally specific campaigns—especially as the brand deepens its presence in Africa.
Another key initiative for the company is strengthening its franchise model, ensuring that all new partners align with Myavana’s core values. “We’re looking for people who believe in innovation, empowerment, and wealth-building,” Mitchell emphasized. “We want partners who understand the impact of what we’re doing and can carry our vision forward.”
With its AI-powered approach and commitment to global expansion, Myavana is pioneering a new era of haircare—one rooted in technology, data, and inclusivity. As a Black woman-led company in a tech-driven industry historically dominated by men, Myavana is breaking barriers. By blending science with beauty, and business with social impact, Mitchell is proving that the future of haircare lies in innovation.
