Curls are big business. Just ask Australian entrepreneur, Kaycee Davis – founder of online boutique This Little Curl, which specialises in products and education for women, men and children with curly hair.
Hair Care Trends
In recent years, Australia has seen a noticeable shift in the haircare industry. Consumers are moving away from appearance-lead practices like grey camouflaging and hair straightening, instead embracing a more natural approach driven by a desire to look – and feel – healthier.
We’re also a time-poor nation, with people opting not to spend their spare time on over-the-top hair maintenance.
In a $5.5 billion AUD beauty industry, these trends offer a significant opportunity for brands looking to empower their customers through promoting natural beauty. And with an estimated 60% of people worldwide possessing curly or wavy locks, that’s a whole lot of potential market to reach!
That’s where Kaycee Davis comes in, with her passion for educating curly haired people – just like herself – that the very thing that makes them different, their curls, are a blessing and never, ever a curse!
After struggling with natural curls her whole life, Kaycee, a former hairdresser, saw a gap in the market when researching haircare options specifically for curly locks.
Determined that it shouldn’t be this hard to find quality natural hair products that make life easier for curlies wanting to embrace their natural tresses with confidence, This Little Curl was born.
From shampoos and conditioners, to cleansers, styling products, and accessories – Kaycee’s business has been met with increased demand for all things curly haircare.
But Kaycee’s work doesn’t stop at merely selling products. With her own personal experience battling mental illness and self-love – she is also dedicated to educating curly girls and guys on how to make the most of their best assets through workshops and one-on-one consultations.
Business Secrets
So, what are Kaycee’s secrets to success in this multi-billion-dollar industry?
“Number one is authenticity,” explains Kaycee, “We are transparent about exactly what ingredients are in each of our products, and offer both a vegan-only and Australian made range to meet the demands of our customers’ individual values.
It’s also important to us that our customers are entirely happy with the products they’re selecting, which is why we offer free, no-obligation one-on-one consults before you buy.”
And in terms of finding visibility in the saturated haircare industry, Kaycee says investing in Search Engine Optimisation (SEO) is one of the best things she ever did.
“I started working on this with a local SEO agency 12 months ago, and let me just say I wish I’d done it from the start because my website traffic from organic search has more than doubled in this time!”
Kaycee’s hard work and passion has paid off, as This Little Curl has become quite the household name for those seeking effective and nourishing curly lock solutions – with several major industry award wins under its belt and the brand amassing over 9,500 followers on social media alone.
With the Australian haircare market worth $1.6 billion AUD in retail value sales in 2022, and growing – opportunities continue to arise for entrepreneurs to tap into the lucrative business of curls.
The curly hair revolution is here, and it’s more than just a trend – it’s a celebration of individuality and self-expression. Entrepreneurs like Kaycee are not only finding success but also contributing to a cultural shift towards embracing diversity in all its forms.