Thirteen-year-old Lexi Proctor can now add beauty boss to her already impressive list of accomplishments. The teen recently won Sally Beauty’s inaugural Cultivate – For Women by Women program to provide funding and mentorship support to woman-owned hair care brands.
Lexi founded haircare brand Curlanista with her mom Monica Proctor to help care for her natural hair as well as help other young girls embrace their own natural curls. The duo was inspired to launch the brand after Lexi wrote her first book, Curly Girls Love Your Curls, when she was 11 (!) to encourage self-love. She saw the impact and wanted to do more, so she used her STEM background and worked with her mom to turn
“My brand is all about self-love and girl empowerment,” said Lexi in a press statement. “Having our products available on SallyBeauty.com will truly show all curlanistas around the world that they can do anything.”
Lexi will receive $25K in financial support to help grow her business along with product distribution online at SallyBeauty.com. Curlanista products, including its Magic Frizz Fighting Detangler ($11.99) and Magic Curl Cream ($8.99) will also be made available at select stores in Maryland and Virginia and receive placement at one of Sally Beauty’s monthly influencer events to put her products directly into the hands of highly sought beauty influencers.
“Having Sally Beauty as a distribution partner is truly an honor for us,” said mom Monica. “We are excited to join the ranks of female-owned hair care brands that got their start at Sally Beauty. This is a game changer for us.”
Sally Beauty has already been a strong force for supporting women-led businesses. Nearly one in three sales support hair care and hair color brands created or owned by women and one in five textured hair sales supporting brands founded by African American women. It was the first national beauty retailer to line its shelves with such brands as Mielle Organics and The Mane Choice, as well as the first to launch Carol’s Daughter’s Pracaxi Nectar Collection.