Well, with the new wave of love for the curly girls, Fredrica Antwi, Founder and CEO of Locks of Curls, came up with the idea for curly girls to try new and exciting products without breaking the bank. We caught up with her (she’s super busy being a senior at University of Maryland and a CEO!) to find out more about her service and her hair.
Can you briefly describe how Locks of Curls works for the subscriber?
Locks of Curls is a customized subscription service of hair styling products designed for people with naturally curly hair.
When the customer first signs up for the subscription, they fill out a customer hair profile which allows them to input characteristics of their hair, such as curl pattern, hair length, and typical issues they face with their hair. This allows us to create a custom box of hair products recommended just for that customer.
What prompted you to start?
When I first went natural, I would spend several hours a week trying to figure out what products would work for my hair. I would spend so much money purchasing products, but at the end of the day, they would end up in a cabinet somewhere unfinished.
I wanted to come up with an exciting way for people to experiment with hair products without having to shell out too much money, while also being able to find the products that worked for their hair.
How does your education in accounting and finance figure into your business?
With a background in accounting and finance, planning a budget and figuring out revenue and expenses came easily to me. I was able to figure out the ideal price point to cover my expenses and receive a profit. In general, being in the business school has allowed me to think logically and rationally when it comes to the logistics of Locks of Curls.
What brand names are featured in the subscription?
Currently we have samples from Mixed Chicks, Oyin Handmade, and are awaiting shipments from a few other companies. We are currently looking for more suppliers, from large companies to startups. We strive to help the customer find the best products and help the suppliers get their name out there.
What do you think are the biggest benefits to the subscribers?
By using Locks of Curls the customer is receiving products that we recommend especially for them. We analyze their answers in the Customer Hair Profile to make sure they’re receiving products that we believe will work best for their hair. Men and women have different hair characteristics and hair needs and we desire to cater to those needs.
We will also be selling monthly subscriptions in which the customer can get full-sizes of their favorite products from the sampling subscription sent to their home on a set schedule.
What makes your subscription service different and unique from other services?
Unlike other subscriptions, Locks of Curls is centered around the customer’s unique needs, which is why we have a Customer Hair Profile. We want to make sure the customer is getting a unique and fun experience from using our product.
Where would you like to see Locks of Curls go in five years?
In five years I would like to see Locks of Curls opening a storefront and salon in which customers can get their hair done as well as sign up for the Locks of Curls monthly box. The customers will then be able to address their hair needs on a consistent basis as well as continue to have a healthy hair journey.
Tell us about your hair journey and hair regimen!
I first inadvertently went natural in winter 2011 after using weaves as a protective style. Since I went from weave to weave, I did not bother relaxing my hair. I soon realized that my hair was growing and in August 2012 I stopped relaxing then big chopped in January 2013. Since then, I’ve had setbacks especially dealing with figuring out what my hair needed and understanding my curls. I protective style with wigs and braids quite often and make sure that I don’t use products high in sulfates, parabens, and petrolatum. I love being a naturalista!
Check out Locks of Curls here: