, hair care for curly, coily and tight-textured hair, in September 2019, just months before COVID-19 shut the world down and the murder of George Floyd in Minneapolis sparked a new social justice movement.
“There has been progress,” said Ross, “more Black-owned brands on the shelf, more people showing up wearing their hair in a natural way. But there is more work to be done.” Ross knows whereof she speaks — she’s a hands-on founder who is intimately involved in the day-to-day operations of the business. “She’s a dynamic businesswoman who’s deeply passionate about her brand and the community she serves,” said Dave Kimbell, chief executive officer of Ulta Beauty. “She’s been an incredible champion for our DEI efforts and a trusted partner to helping keep us accountable.
“The thing that has been most resonant with customers is our dedication to a specific promise and purpose, our conversation around authentic beauty and the fact our visual language is constant validation of that promise,” she continued. “That’s something I’m transparent about when I talk to other entrepreneurs — be clear about your mission and stay focused on it. Really deliver on your promise, which means you have to define that promise and mission from the beginning.
She tells a story of a disagreement she had with a beauty entrepreneur in the service sector who went on to become a household name.