#WCW: Gwen Jimmere



If you are a naturalista, this woman right here is one of your heroes. We all know how wash day can be but thanks to good products, the experience becomes less stressful.  We owe one of such products to Gwen Jimmere who created a solution to the common inconvenience of  taking care of natural hair. By so doing she also became the first and only African-American to hold a patent for a natural hair care product.

The Detroit native is CEO and founder of Naturalicious, a natural hair care company that produces their flagship patented product, Moroccan Rhassoul 5-in-1 Clay Treatment. When Jimmere was pregnant with her son, she promptly stopped using a relaxer after watching the Chris Rock documentary, Good Hair. She says that she only planned to only stop using relaxers for the remainder of her pregnancy and had to figure out what to do with her natural hair. “I would go to the store to look for natural products. I would look at the ingredients and there were all of these weird chemicals,” Jimmere says. “They weren’t natural at all. So I went home and I started making my own products in my kitchen.”

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Although her concoction was costly, it was natural and safe. After the birth of her son, she realized that her time was limited, and she had to figure out how to get her wash day done in an hour— the length of her newborn’s nap. Thus, the system was born. Shortly after her innovation, she was laid off. Her divorce would be finalized just 30 days afterwards. Instead of letting these trials deter her, it propelled her. Her son was two at the time, and she didn’t want to waste time looking for another job, as bills were due. She said the road wasn’t easy but she was determined to leave a legacy. She ramped it up and started selling  her products.

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Jimmere later got a patent for her products and in just two years, Naturalicious became a seven-figure company! Jimmere says that solving a problem and creating an experience has been the impetus in the success of her company. “I focus on being disruptive instead of being different in the hair care industry.” Jimmere’s logic paid off, as Naturalicious has a 60 percent repeat costumer rate. “I didn’t want my consumers to just try my product.” She continues, “If you try my line it’s going to become part of your lifestyle.”

We definitely have a crush on the resilient Gwen Jimmere. No limits only possibilities!



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