If you don’t know Mahisha Dellinger, you need to know she is a powerhouse in the hair care product industry. This awe-inspiring CEO launched CURLS Beauty Brands in 2002. Frustrated with the lack of products for natural, curly hair, Mahisha worked to develop an award-winning line of organic hair care products and singlehandedly built the demand for the CURLS brand. With the world in its current state and racism being exposed and called out in a way we’ve never witnessed in our lifetime, Mahisha is not only calling out the injustices that exist within the hair care world, but she is also making a major move to change the paradigm.

Mahisha is launching a new project to support Black-owned beauty supply stores. CURLS’ “United We Stand: Strategic Alliance With Black-Owned Beauty Supply Stores” will create a distributor partnership with low purchasing minimums and extended payment terms.

Mahisha says she was inspired to create the program after receiving requests from Black store owners for CURLS to give similar marketing pushes to them that she does major retailers when they hit shelves.

“The reason why do this is not that we prefer Target over supporting our own,” she tells Hype Hair. “We have sales goals we have to make to keep our shelf space.”

But, instead of just committing marketing support, she decided to build a new platform to address a longstanding issue Black-owned beauty supply stores face: distribution.

Through Mahisha’s alliance, Black store owners will receive access to major hair and beauty brands, including CURLS, with no to lower purchase minimums, and have more time to pay off their invoices. Participating businesses will also get a free one-on-one consultation with Mahisha.

Mahisha says CURLS will also provide the much-needed marketing boosts, inclusive of in-store events and posts on its website and social media platforms.

The program is set to launch in July. Details on how to join should be available at the end of the month. Until then, follow CURLS on Instagram. This is an absolute power move and we will be watching to see how this initiative changes the game.

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