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Curly Hair Brand Ocoa Steps Over New Milestones
Ocoa, an emerging curly hair brand, is charting a unique path in the beauty industry, becoming the first Dominican American-owned hair care line featured at Ulta Beauty. Launching on August 24, 2023, Ocoa will introduce its complete product range to 464 retail doors nationwide, with an additional 101 locations slated to follow shortly. Notably, the brand will also offer an exclusive Curl Refresh + Hold Spray, all priced under $24, making it accessible for many consumers.
Cultural Representation and Inclusion in Beauty
The significance of Ocoa’s entrance into Ulta Beauty cannot be overstated. Jessica Phillips, vice president of merchandising at Ulta, emphasizes the brand’s role in mirroring the diverse needs of customers. “Ocoa is a standout example of our mission in action,” says Phillips. This representation is especially important in a market that has often overlooked the specific needs of consumers with curly hair, particularly in the Latinx community. As the founders, sisters Nicol Varona Cancelmo and Cory Varona, reflect their cultural roots, they embody a conversation about inclusivity that is becoming increasingly necessary in today's beauty industry.
From First Steps to Seven-Figure Success
Founded in 2021 originally as DN Organics with a modest budget of $20,000, Ocoa has enjoyed exponential growth—projected to reach seven figures this year—demonstrating a 400% growth from the previous year. This growth is anchored not just in product development but also in smart marketing strategies. By generating buzz during significant events, like the Dominican Day Parade, and maintaining a strong connection with their community, the founders have cultivated a loyal base eager to support their mission of self-love and acceptance.
Strategies That Drive Sales: The Power of Sampling
Ocoa's innovative sampling strategy has played a vital role in its early success, with around 10% of monthly sales coming from samples. This initiative empowers customers to experience the products without a major commitment. As Varona Cancelmo explains, getting the product into the hands of potential customers, whether through online orders or grassroots distribution in their hometown, is essential. This direct approach has encouraged customer loyalty, with over 75% of those who tried samples opting for full-sized versions.
Personalized Customer Experience and Community Engagement
To deepen connections, Ocoa plans to host in-store events in Pennsylvania to create experiential opportunities for potential customers. “We’re hoping to bring that in-real-life pop-up moment to Pennsylvania, which I feel like a lot of people here don’t get to try and do,” Varona Cancelmo expressed. These events not only allow customers to see and feel the products but also foster a sense of community, a vital aspect of their brand identity.
Looking to the Future: Inspiration for the Next Generation
Ocoa represents more than just a hair care brand; it symbolizes hope and ambition for many young Latina entrepreneurs. By prioritizing clean, sustainable ingredients like mango butter and avocado while reflecting their heritage through thoughtful branding, they present a refreshing take on beauty that resonates with conscious consumers. As they continue to grow and seek further retail partnerships, Ocoa sets a powerful example for others looking to enter the competitive beauty space.
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