The Problem with Traditional Hair Care
For years, the beauty industry has been dominated by products and treatments that cater to the needs of predominantly white consumers. However, for multicultural groups, there has long been a gap in what kinds of products are available. Ceci Kurzman, founder of OurX, has spent her career building and investing in brands, including Lanvin, Revlon, and Warner Music+. While investing on behalf of some clients interested in beauty and personal care, Kurzman saw an opportunity to fill this void.
A Gap in the Market
Kurzman explained that she started looking for a business that fit certain criteria: direct-to-consumer, e-commerce, personalized, clean, data-driven, inclusive, and sustainable. However, she couldn’t find anything that met her expectations.
"I went out and put together groups who targeted a demographic that was professional millennial, avid consumers," Kurzman said in an interview with TechCrunch. "We polled 30,000 of them, and we found 60% weren’t getting what they wanted and still felt stuck."
This research led to the creation of OurX, a company that aims to revolutionize the hair care industry by providing personalized products and education for the scalp and tightly textured hair.
OurX: A New Era in Hair Care
The company’s proprietary technology taps into six years of research and data mining to create customized hair regimens. The process begins with a four-step hair assessment, which asks about hair health, styling and treatments, daily routine, and lifestyle. At the end of the assessment, users receive a regimen of products, a hair coach, and peer community tailored to their specific needs.
OurX also offers a series of guided at-home video-based tests to provide an even more accurate read on hair and scalp attributes. Throughout the entire process, users receive feedback and educational tips based on their inputs.
Products and Pricing
Currently, OurX has seven products available, with an average regimen price ranging from $115 to $130. Users also have access to one-on-one coaching through a subscription model.
The product lineup is influenced by a group of experts in the industry, including dermatologist Jenna Lester, celebrity hairstylist Johnny Wright, and hairstylist Cataanda James.
New CEO Meghan Maupin Takes the Helm
With the launch of OurX, the company also announced that Meghan Maupin has joined as CEO. Maupin is an MIT graduate who previously founded personalized skincare brand Atolla, which was acquired by Function of Beauty in 2021.
"I dove deeper into haircare and saw that there’s actually a huge need for personalization," Maupin said in an interview. "For consumers with textured hair, it’s not one-size-fits-all, but is actually much more complex in terms of what’s needed for the day-in and day-out."
Maupin brings her expertise in data-driven approaches to beauty, recognizing that traditional methods often fail to account for individual needs.
Funding and Future Plans
OurX has secured a $2.5 million seed round led by prominent investors. The funding will be used to further develop the company’s technology and expand its offerings.
"Our goal is to create a platform that truly understands the complexities of hair care and provides tailored solutions," Kurzman said in a statement. "We’re excited to bring this vision to market and revolutionize the industry."
A New Era for Hair Care
OurX marks a significant shift in the beauty industry, emphasizing personalized approaches to meet the needs of multicultural consumers. With its cutting-edge technology and expert team, the company is poised to disrupt traditional hair care methods and provide a new standard for beauty enthusiasts.
As OurX continues to innovate and grow, it’s clear that this is just the beginning of a new era in hair care.
About the Author
Ceci Kurzman is the founder of OurX, a revolutionary hair care brand focused on providing personalized products and education. With years of experience building and investing in beauty companies, Kurzman recognized an opportunity to address the gap in traditional hair care products for multicultural groups.
