Miki, Sharon, and Jasmine are long-time friends and partners who began the venture to owning an online beauty supply store because they were unsettled by the lack of representation in the beauty supply industry and knowledge of ethnic hair health within the local beauty supply stores. The micro-aggressions that many face while shopping, including but not limited to large chain stores locking up ethnic beauty products coupled with hostile shopping environments in local beauty supply stores, heightened their desire to establish a beauty and hair supply store that is inclusive and inviting.
