How many times have we had to settle for an “in-between” product because we couldn’t get one that really suited our hair? How many hours have we spent in a hallway going over every option and then having to leave more confused than we arrived?
Well, Aisha Crump, founder and CEO of Honey Baby Naturals, is looking for solutions.
After years of working as a chemical engineer in the beauty industry, Crump “stepped out on faith and began creating her own products driven by the various hair care needs of her three kids,” explained Rolling Out.
Starting in 2016, Crump created the first Latina-owned hair and skincare brand, which now sells in major retailers, and is based on homemade products based on her grandmother’s secret hair ingredient: honey.
“I’m Puerto Rican, my husband’s African American and I have three kids with three different hair textures,” she told the media. “I had that aha moment like, “Why am I buying different products for everyone in the family? Why isn’t there a brand that’s really focused on healthy hair, and not necessarily race or ethnicity or gender?” I created Honey Baby Naturals as a way to address families’ needs and build confidence.”
Taking advantage of the powerful commercial niche that Latinos and environmentally committed people have become, Crump decided to make a family recipe a solution for millions of people, both inside and outside the United States.
“The consumers see that we don’t have the financial means and all the resources, but it’s really about understanding the consumer. I truly understand the consumer because I am the consumer. I have been buying these products my whole life from skincare to haircare,” she said.
Although still a small company, Crump has taken advantage of social networks and the entrepreneurial boom of the moment to also help found other brands such as Botánika Beauty, a brand “inspired by the botanical stores found across densely populated Latinx communities” and created “to meet a social niche and link us to the beauty rituals of our past.”
“We live in an age of social media and digital marketing. The fact that we have Instagram and YouTube and social media platforms and we can talk directly to the consumer is a major trend and change in the industry. It allows a lot of small entrepreneurs, especially women of color, who didn’t have a voice in the industry, to be seen and to be heard,” she added.