Natural Girl
About the Company
Natural Girl is a hair brand that provides textured hair extensions and protective styles specifically for black women. It offers wigs made from premium afro-textured fiber, with a focus on creating high-quality, affordable products that cater to black women's unique hair needs. The brand's mission is to empower black women to embrace their natural hair texture, while also providing them with stylish and convenient options for protective hairstyles.
Founded by Oluremi Martins, the company grew from a simple Instagram page into a multimillion-dollar business. Natural Girl has become a trusted name among black women looking for natural-looking, textured wigs and extensions. The company emphasizes representation and the importance of black women seeing themselves in the beauty industry.
Idea Behind Company
The inspiration for Natural Girl came from Oluremi's personal experience as a black woman who struggled to find wigs that matched her natural hair texture. Frustrated by the lack of options, she began researching companies that sold natural textured hair but found most were owned by non-black people. This motivated her to enter the hair production industry as a black woman providing textured hair for other black women.
Oluremi initially started by creating an Instagram page called BrownGirlNigeria, where she posted inspirational content about black beauty, makeup, and hair. She began integrating textured wigs into her content, which garnered significant interest from her followers, ultimately validating her business idea.
Creating the Company
Oluremi began saving money to start her hair business after validating the idea through her Instagram page. She was initially reluctant to import hair from China or India, as she had previous business experience that wasn't successful. Instead, she sourced premium afro-textured fiber locally and collaborated with her hairstylist to create a prototype wig, which became the first product for Natural Girl.
The cost of creating the first wig was minimal, allowing Oluremi to start her business with very little capital. After posting pictures of the wig online, she received pre-orders from customers, which helped her gain momentum and launch her business officially. This initial success showed that there was a strong demand for textured wigs, and it allowed her to continue building her brand.
Launching the Business
When Oluremi launched Natural Girl, she focused on showing potential customers the variety of styles they could achieve with her wigs. She used Instagram as a platform to showcase different looks, which helped her attract a large audience. She also collaborated with other brands that catered to black women, helping her reach a wider audience through organic means rather than paid marketing.
Word of mouth played a significant role in the early success of Natural Girl, as satisfied customers recommended the brand to their friends and family. Oluremi also implemented content strategies like creating blog-like posts that provided relatable and engaging content for her audience. By leveraging organic reach and community building, the business gained traction and expanded rapidly.
Earnings
Today, Natural Girl is a seven-figure business, generating significant revenue primarily through its website and social media platforms. The company has always been profitable, with Oluremi focused on keeping costs low and ensuring efficient marketing. While customer acquisition costs have increased recently, the company has maintained profitability by introducing higher-margin products and increasing customer loyalty.
Natural Girl continues to grow by creating its own content and offering educational material on hair care, which helps attract and retain customers. Oluremi plans to expand the business further by partnering with retail outlets and becoming a production house for other hair brands. The future looks promising, as Natural Girl remains dedicated to providing quality products for black women worldwide.
