Maeva Haim of Bread Beauty Supply on the ‘renaissance’ of hair care – Glossy

The launch of Fenty Beauty in 2017 marked a turning point for diversity within the beauty industry, as makeup brands have been tasked with meeting the new standards of the Fenty 40-color foundation shade range. Brands like Revlon and Dior have stepped up to the plate with more inclusive shade ranges. During this time. a blank space has remained in the beauty industry for afro-textured hair restoration brands. Maeva Haim, founder and CEO of Bread Beauty Supply, a black-owned hair care brand for textured hair, aimed to fill this gap with Bread Beauty Supply.

Haim, originally from Australia, worked in the beauty industry before launching Bread, so she experienced the lack of inclusiveness in the hair care industry from an insider’s perspective, as well as from an insider’s perspective. view of a black client. “The brands I worked on personally – and even brands in the beauty industry, in general – didn’t speak to me as a woman of color,” she said on the latest Glossy Beauty podcast.

The bread, which offers products including a scalp serum, hair masks and oils for types 3a to 4c curls, came to fruition during the pandemic, in July 2020. Since then, sales of the brand , which has a core customer who is “young in their career” and “on the cusp of Generation Z [and] millennium, ”Haim said.

Bread Beauty Supply is now available on and According to Haim, she has succeeded in creating an independent brand that “resonates” with customers in a way “that a giant multinational corporation cannot.” And, while Bread’s partnership with Sephora is expected to continue, Haim aims to grow its brand more significantly.

“Our priority is to exist where our client wants us to exist, and we are constantly refining what that looks like in the next 3 to 5 years, and where we need to go and exist internationally,” he said. she declared. “Because this problem and this gap exists not only in the United States, but [also] in just about all western markets.

Below are additional conversation highlights, which have been edited slightly for clarity.

The hidden market for textured hair
“Categories like makeup and skin care almost had that transformation and a bit of a rebirth, where it was education around what you use and what you do. [were prioritized]… Whereas in the hair, it was a little slower. And that’s probably in part because hair is personal. Everyone has different hair needs… And people don’t know enough about hair and why it does what we do. We all use shampoo and conditioner without understanding why. [Hair care] took a long time to catch up. And in textured hair, in particular, innovation has been slow to catch up. And resources have been slow to catch up to care enough about this client that there is investment in the space, and for investors and for the industry to see these people spending a lot of money on it. hair care. And you don’t usually see those dollars, because a lot of women with textured hair and a lot of black women shop at independent beauty stores… It’s like a hidden expense; it’s a hidden market. There hasn’t been as much investor activity in the space so far. We’re in that phase now where it’s definitely going to develop, and you have brands like Pattern and so many others coming onto the scene. That, for us, is incredible. It highlights the category and it highlights this client. “

On his way to the creation of bread
“I grew up in beauty and my mom had a hair salon when I was little. So I have always been around the hair. I then made a career in beauty. I worked in marketing at L’Oréal, and I managed to work in just about all categories of the beauty space, with the exception of hair… They [beauty brands] were not talking to my friends and peers who looked like me, and it was getting more and more frustrating. And it’s that scenario of “Can you make changes from the inside?” Or do you have to step out of what is already established, to see the change you want to see in the space in which you operate? ‘… I ended up leaving and knowing that I wanted to launch a brand and create a brand that would directly address the needs of women of color, and particularly black women. But I had no idea what the brand was going to be… I happened to take a trip to the States, and I was in New York and I had a chemical straightener in my suitcase, and I flew from New York to Colorado. And when I got to Colorado, I opened my suitcase and this relaxer had exploded all over my stuff. And I didn’t have access to get another one back then, because [we] were in the middle of nowhere. And I decided at that point that I was going to stop using this chemical hair straightener, which I had been doing for over 20 years since I was six or seven – something that a lot of women with my hair texture do. And that was the start of my journey to create bread.

The two sides of digital
“Digital is two things for us. First, it’s about fostering community and helping people buy into the brand beyond the products we sell. And that gives us that direct connection to our community, and what it says about us and how it uses us. And like any brand, it’s super powerful for us. But then the second is to create that path to the product that is easy for people, once they find out about us at Sephora. What we found is that… Sephora is becoming an important channel for people to learn about your brand. And for us, our strategy must take this into account. It’s an important part of our business, and we take it seriously. We don’t see our e-commerce as one channel and Sephora as another channel; everything is completely integrated. Everything we do is integrated. When you spend, it’s integrated. The results we see are integrated. The people who find us in Sephora talk to us online on our own channels, and vice versa. What we’ve discovered when following people on their buying journey is that they’ll make the buying decision in the channel that’s best for them at all times.

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