Pioneers of the "Multicultural Revolution," Mixed Chicks co-founders Kim Etheredge and Wendi Levy want all women to embrace their natural beauty—“whether you’re black, white, Asian, Mediterranean, or any glorious combination of the above” (as their inspirational slogan goes). Today, you can now find their products in well-known national retailers like Target, Walmart, Bed, Bath & Beyond, various beauty-supply chains and even overseas, with their company headquartered in Canoga Park, California. They also have a celebrity clientele that includes Halle Berry, Ciara, Tracee Eliss Ross, Jennifer Hudson and Slash, who are all fans of the products.
But, becoming a successful multimillion-dollar company didn’t happen overnight, and their journey started from a very personal need: Kim and Wendi wanted to create haircare products unlike anything else on the market at the time; products that celebrated their curls, not got rid of them.
Continue reading this story in Beauty Store Business'November digital edition.
[Photography: Armando Sanchez]