Mahisha Dellinger turned a need for better natural hair products into a successful beauty business. She founded CURLS more than 20 years ago and built it into a recognizable name in natural haircare.
Dellinger started the company with about $30,000 of her own savings. CURLS then generated $86,000 during its first year, giving her early proof that customers wanted the products.
The company eventually expanded beyond e-commerce and reached major retailers. Today, CURLS products are sold at Target, Walmart, CVS, Walgreens and Kroger.
Her journey offers an important example of Black entrepreneurship. Dellinger identified a market need and built a business around it with careful growth.
Mahisha Dellinger Saw a Gap in Natural Haircare
Dellinger’s entrepreneurial journey began with her experience as a woman with natural hair. She wanted better products for curls and textured hair.
At the time, she felt the market did not offer enough suitable options. That gap encouraged her to create products that could serve women with similar hair needs.
She launched CURLS through e-commerce and began building a customer base online. The company has since grown far beyond those early online sales.
She Started CURLS With $30,000 From Her Savings
Dellinger invested about $30,000 from her personal savings to launch the company. She took a major financial risk without knowing how large CURLS could become.
That early investment helped turn her idea into a functioning business. She focused on creating products that matched the needs of her target customers.
Starting with limited resources also forced Dellinger to think carefully about the business. She had to understand her customers and determine whether the opportunity could last.
CURLS Generated $86,000 During Its First Year
The company quickly showed signs of potential. CURLS generated $86,000 during its first year, according to figures shared about Dellinger’s early business journey.
Those sales gave Dellinger confidence to keep developing the company. They also showed that consumers were willing to spend money on products designed for natural and curly hair.
CURLS continued growing as Dellinger expanded its reach. She focused on building the brand rather than chasing growth without a clear strategy.
CURLS Expanded From E-Commerce to Major Retailers
CURLS eventually moved from its early online model into major retail stores. That shift allowed the company to reach customers across the country.
The brand’s products have appeared at Target, Walmart, CVS, Walgreens and Kroger. Those retail relationships helped put CURLS in front of a much larger audience.
The expansion also reflected the growing demand for natural hair products. Dellinger had created a business around customers who had often struggled to find products made for their hair.
Dellinger Built CURLS Into a Multimillion-Dollar Brand
CURLS continued to grow as the natural hair market gained more attention. Dellinger’s company eventually reached multimillion-dollar status.
Her success also established her as a notable Black woman entrepreneur in the beauty industry. She had taken a relatively small personal investment and turned it into a much larger business.
The company’s growth demonstrates the value of understanding a specific customer group. Dellinger did not try to serve everyone from the beginning. She focused on a clear need within the haircare market.
Her Business Advice Comes From Personal Experience
Dellinger now uses her experience to encourage other aspiring entrepreneurs. She believes people should pursue ideas connected to their interests and passions.
However, she also emphasizes the need for careful research. A good idea still needs to make financial and business sense.
“Go after something you’re passionate about.”
She also encourages entrepreneurs to conduct their due diligence. Understanding the market can help determine whether an idea can become a sustainable business.
Mahisha Dellinger’s Story Highlights Black Business Growth
Dellinger’s success comes at a time when Black-owned beauty businesses continue gaining attention. Natural haircare remains an important part of that wider industry.
Her story also shows why representation matters in business. Dellinger created products for customers who were often underserved by the mainstream market.
More importantly, she built a company around a problem she understood personally. That combination of personal experience, business planning and persistence helped CURLS grow.
CURLS Shows What Can Start With a Small Investment
Dellinger’s journey began with $30,000 and a clear business idea. The company then recorded $86,000 in first-year sales and expanded into major retail stores.
Her story is not simply about the size of CURLS today. It is also about how she approached the early stages of entrepreneurship.
Dellinger identified a need, tested her idea and continued building the company. Her journey offers a useful lesson for anyone considering entrepreneurship.
For Black women especially, her career demonstrates what can happen when a market gap becomes a carefully developed business opportunity.
