Mahisha Dellinger is the founder and mastermind behind natural hair cared brand CURLS. The beauty boss teamed with leading cosmetics experts to create the nourishing line in 2002 that speaks to the needs of textured hair by combining the power of science with the goodness of certified organic ingredients.
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Today, she remains committed to upholding the principles of quality and integrity that define her company. Here, we chat with Mahisha on how she balances her busy schedule and keeps her brand relevant in such a competitive market.
Hype Hair: You are a wife, mother of four, beauty mogul and motivational speaker. How do you find balance to do it all?
Mahisha Dellinger: Well, I am most proud of my four heartbeats…they keep me going and sane. But realistically, I do not know if I ever strike the “right” balance. God first, family second, business third…this is my goal. Do I always get it right? NO. Sometimes I have to lean on my husband a bit more than usual. Having a supportive partner is key to success.
HH: CURLS is a dominant force in the natural hair-care industry. Tell us: How did you get started?
MD: I launched CURLS back in 2002 on the cusp of the transition from the relaxed-hair craze to the new natural-hair movement. We were a small startup, online sales only. Soon salons started to call to carry CURLS, then distributors approached us about representing CURLS…the trajectory of the business changed once Target called and requested a meeting. The buyer at the time decided to create a “newly natural” category and launched with four hot new brands in 105 stores. Our test was so successful that we grew from 105 stores to nationwide, along with the other three brands; we pioneered the movement. Now Target is the mecca for natural-hair-care products.
HH: It is wonderful that CURLS is a pioneer in the natural-hair-care industry! How do you stay relevant in such a saturated market?
MD: Great question. My motto is: You have to evolve or you will dissolve. CURLS has been around for some time now, and the field has become more competitive (which is good for the consumer). Innovation and insight are both key. We innovate new products with proven scientific data and performance, which prove to be a winning combination. We also listen to the insight our customers give us.
HH: Speaking about innovation, tell us what is hot in the world of CURLS?
MD: Our Blueberry Curl Collection is on fire! Formulated with certified organic blueberry extract—clinically proven to repair damage, prevent breakage and encourage hair growth—the Blueberrry Bliss Curl Collection gives each curly girl exactly what her tresses need. We also launched our new Blissful Lengths Liquid Hair Growth Vitamin. Liquid vitamins are clinically proven more effective: You absorb 98 percent of the vitamins when in liquid form, versus only 20 percent from a pill…so why take a pill when you are only getting 20 percent of the intended vitamins?
HH: AMAZING! Tell our readers where they can find the Blueberry Curl Collection & Blissful Lengths Liquid Hair Growth Vitamin.
MD: The Blueberry Bliss Curl Collection and our new Blissful Lengths Liquid Hair Growth Vitamin can be found at Target stores. The Blueberry Bliss Curl Collection can also be found at select Walgreens, Rite Aid and CVS stores.
What’s in store for CURLS in the near future? We have so much coming down the pipeline. We are launching a new collection in January 2018, the Cashmere & Caviar Curl Collection. We have also launched a new brand, Skinny Vitamins—natural weight-loss gummies—which is coming soon. VitaPOP is coming next…America’s favorite snack is now good for you. It’s certified organic popcorn with 10g of protein and more than 15 essential vitamins; having one bag is equivalent to taking two multivitamins.