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A Breakthrough in Personalized Hair Regimens
Ceci Kurzman has spent a significant portion of her career investing in and building brands. Her experience as one of the few Black female board members for companies like Lanvin, Revlon, and Warner Music+ has equipped her with a unique understanding of the beauty industry’s needs.
A Gap in the Market
While working on behalf of clients interested in beauty and personal care, Kurzman noticed a significant gap in the types of products available for multicultural groups. This realization sparked an idea – to create a platform that would cater to these specific needs.
"I started looking for a high-performance business with a direct-to-consumer model," Kurzman told TechCrunch. "I wanted something that incorporated e-commerce, personalization, clean, data-driven, inclusive, and sustainable practices." Unfortunately, she couldn’t find anything that met her expectations.
Filling the Gap: OurX
In response to this gap in the market, Kurzman formed a team of researchers who polled 30,000 professional millennials and avid consumers from various demographics. The findings revealed that an astonishing 60% of these individuals felt stuck in their hair care journey.
Out of this research emerged OurX, a groundbreaking company valued at $2.51 billion. OurX’s proprietary technology leverages six years of data mining and research to create tailored hair regimens for individuals with tightly textured hair.
The Four-Step Hair Assessment
The foundation of OurX is its four-step hair assessment, which includes:
- Hair Health: This section asks about the overall health of your hair, including factors like breakage, frizz, and dryness.
- Styling and Treatments: Here, users input information about their current styling habits and treatments they’ve used in the past.
- Daily Routine: OurX wants to know about your daily hair care routine, from washing to styling products used.
- Lifestyle: This final section gathers data on factors like climate, humidity, and sun exposure that can impact your hair’s health.
The assessment concludes with a personalized regimen of products and education tailored to the user’s specific needs.
Peer Community and Hair Coaches
Upon completion of the four-step assessment, users gain access to:
- Peer Community: Connects individuals with similar hair types and concerns.
- Hair Coach: One-on-one support from certified professionals who offer personalized advice.
These services are included in every user’s experience.
OurX Products and Pricing
OurX currently offers seven products designed for various hair types. The average regimen, which includes a selection of tailored products and access to the peer community and hair coaches, costs between $115 and $130.
A New CEO: Meghan Maupin
In an effort to further propel OurX forward, the company has welcomed Meghan Maupin, previously the founder of Atolla, as its new CEO. Maupin’s background in data science and technology complements Kurzman’s business acumen.
"I dove deeper into haircare and saw a huge gap," Maupin explained to TechCrunch. "I realized that individuals were using generic products that didn’t address their unique needs." This realization inspired her to develop Atolla, which OurX has now built upon.
Conclusion
OurX represents a significant breakthrough in the beauty industry. By leveraging data-driven insights and personalized recommendations, Kurzman’s team is redefining how people approach hair care.
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