Alright – so today we’ve got the honor of introducing you to Angela Fields. We think you’ll enjoy our conversation, we’ve shared it below.
Angela, appreciate you joining us today. What were some of the most unexpected problems you’ve faced in your business and how did you resolve those issues?
A Close Brush With Chemical Danger: My Journey To Natural Hair Bliss
Picture this: A licensed cosmetologist, poised with a brush dripping with chemical relaxer, has a fateful slip.
That caustic chemical spilled onto my face. What’s worse? The proper neutralizing shampoo wasn’t entirely used, leaving me to grapple with the painful aftermath.
That meant undergoing an intense chemical burn treatment with silvadene cream, which required shielding from sunlight and bandages to protect my skin.
I’d been down the painful road of chemical burns on my scalp before, each episode feeling like a series of sharp cuts, oozing, and crusting over, taking almost a week to heal.
But a burn on the face? That was a whole new level of pain and panic.
Earlier run-ins with chemical relaxers had already cost me my hair — twice.
Whether it was a home-grown beautician or a professional, these incidents made me question everything I knew about hair care.
But my journey wasn’t straightforward. I’d grown up in a world of chemical relaxers, hot pressing combs and jheri curls.
Embracing natural hair felt like uncharted waters. When I finally took the plunge into the natural hair world, the first phase was brief, going from “transitioning” to “the big chop” in months.
But the challenges didn’t end there. Product after product left me with parched hair and allergic reactions. My quest for answers took me to allergy tests, international brands and countless research-filled nights.
Out of sheer desperation and determination, I delved into creating what I couldn’t find. Using raw ingredients, I began formulating products that catered to my specific needs. This wasn’t about starting a business; it was a personal mission.
My background in project management and my nearly three decades-long experience in the utility industry fueled my quest. Add to that a lifetime’s worth of hair care knowledge and a perfectionist’s spirit, and a year later, I had a collection of perfected formulas.
Originally, it was just for me.
But when my corporate chapter closed, a new opportunity emerged. I realized my struggles weren’t unique.
This led to the birth of CurlyCoilyTresses® — a passion I didn’t even know I had — until that moment.
More than just a brand, CurlyCoilyTresses® is a story of resilience, self-discovery and the relentless journey towards authentic natural hair care
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
How I Got Into The Industry: A Close Brush With Chemical Danger: My Journey To Natural Hair Bliss
Picture this: A licensed cosmetologist, poised with a brush dripping with chemical relaxer, has a fateful slip.
That caustic chemical spilled onto my face. What’s worse? The proper neutralizing shampoo wasn’t entirely used, leaving me to grapple with the painful aftermath.
That meant undergoing an intense chemical burn treatment with silvadene cream, which required shielding from sunlight and bandages to protect my skin.
I’d been down the painful road of chemical burns on my scalp before, each episode feeling like a series of sharp cuts, oozing, and crusting over, taking almost a week to heal.
But a burn on the face? That was a whole new level of pain and panic.
Earlier run-ins with chemical relaxers had already cost me my hair — twice.
Whether it was a home-grown beautician or a professional, these incidents made me question everything I knew about hair care.
But my journey wasn’t straightforward. I’d grown up in a world of chemical relaxers, hot pressing combs and jheri curls.
Embracing natural hair felt like uncharted waters. When I finally took the plunge into the natural hair world, the first phase was brief, going from “transitioning” to “the big chop” in months.
But the challenges didn’t end there. Product after product left me with parched hair and allergic reactions. My quest for answers took me to allergy tests, international brands and countless research-filled nights.
Out of sheer desperation and determination, I delved into creating what I couldn’t find. Using raw ingredients, I began formulating products that catered to my specific needs. This wasn’t about starting a business; it was a personal mission.
My background in project management and my nearly three decades-long experience in the utility industry fueled my quest. Add to that a lifetime’s worth of hair care knowledge and a perfectionist’s spirit, and a year later, I had a collection of perfected formulas.
Originally, it was just for me.
But when my corporate chapter closed, a new opportunity emerged. I realized my struggles weren’t unique.
This led to the birth of CurlyCoilyTresses® — a passion I didn’t even know I had — until that moment.
More than just a brand, CurlyCoilyTresses® is a story of resilience, self-discovery and the relentless journey towards authentic natural hair care
Problems I Solve:
For black women aged 50 and older, navigating the unique challenges that come with hair care during menopause and beyond can be complex.
Here are the key problems that I focus on solving:
Thinning Hair: Addressing the natural decrease in hair density and volume that can occur with age and hormonal changes.
Hair Loss: Tackling hair loss issues, including pattern baldness and diffuse hair thinning, which are common during menopause.
Dryness and Brittleness: Combatting the loss of natural oils which leads to drier, more brittle hair, making it prone to breakage.
Scalp Issues: Tackling changes in scalp health, such as dryness or increased sensitivity, which can affect overall hair health and growth.
Texture Changes: Helping manage and embrace changes in hair texture that often come with aging, such as increased coarseness or curl pattern alterations.
Slower Hair Growth: Enhancing the hair growth cycle with targeted treatments and nutritional advice to maintain hair length and health.
Styling Challenges: Providing solutions for styling aging hair that minimize damage and promote hair retention.
Lifestyle Adjustments: Offering guidance on how dietary changes, stress management, and environmental factors can impact hair health.
Product Selection: Assisting in choosing the right products that are effective yet gentle enough for aging hair and sensitive scalps.
By addressing these issues, I help black women aged 50 and older maintain their hair’s health, beauty, and vitality, ensuring they feel confident and empowered with their natural hair at every stage of life.
Most Proud Of:
I feel an immense sense of pride when customers reach out to share their experiences, telling me how CurlyCoilyTresses products have not only transformed their hair but also boosted their confidence and joy in their daily lives.
Have you ever had to pivot?
When I first launched CurlyCoilyTresses, the brand was specifically tailored for young, college-educated Black mothers who were juggling full-time jobs and busy home lives. This vibrant, energetic group was deeply engaged, seeking products that could keep up with their dynamic lifestyles and help them maintain healthy, beautiful hair amidst their hectic schedules.
As time progressed, however, I noticed a shift in our customer base. The demographics began to change, and gradually, our primary audience evolved into older Black women, aged 50 and beyond. These women were often still in the workforce, managing careers while balancing life with husbands, grown children, and even great-grandchildren. Their needs were distinctly different, influenced heavily by the natural changes occurring with menopause. Their hair care requirements focused more on addressing thinning hair, dryness, hair loss, and maintaining strength and vitality as they aged.
Recognizing this shift, CurlyCoilyTresses faced a pivotal moment. I needed to pivot our approach to meet the evolving needs of our new core customers. This transition wasn’t just about introducing new products; it involved an overhaul of my entire marketing strategy.
I started with my messaging. It was crucial to speak directly to the unique challenges and beauty of this age group, honoring their experience and the natural transformations their hair was undergoing. I revamped our website and product descriptions, optimizing for new SEO keywords that resonated more closely with menopause-related hair care concerns.
Social media platforms that had once been buzzing with the energy of younger mothers were now more focused on platforms where my older demographic spent their time, sharing insights and experiences that were relevant and engaging for them. Platforms like Facebook, LinkedIn, YouTube and Podcasts became more critical, where discussions could delve deeper into topics like menopause and holistic wellness, rather than the quick, trendy snapshots of Instagram, TikTok and Pinterest.
My marketing strategies also adapted. I shifted from fast-paced marketing blitzes to more thoughtful, informative content that educated and empowered. I highlighted stories of elegance, resilience, and transformation that resonated deeply with women who were proud of their age and fully embracing every strand of their life’s journey.
This pivot was not just a change; it was a transformation that mirrored the very essence of what CurlyCoilyTresses stands for — embracing natural beauty at every stage of life, supporting women as they navigate the rich tapestry of their experiences with grace and vitality. As CurlyCoilyTresses continues to grow and evolve, so too does my commitment to meeting my customers right where they are, with products and messages that enrich their lives, one curl at a time.
We’d love to hear the story of how you built up your social media audience?
In the world of branding, the golden rule is clear: know your audience and where they spend their time. This understanding forms the bedrock upon which CurlyCoilyTresses was built. My journey began with a simple, yet profound insight: to truly connect with our customers, I needed to be where they are, speaking directly to their needs and experiences.
As I navigated the ever-changing landscape of social media and online marketing, one principle remained steadfast — my commitment to crafting messaging that resonates deeply with my customers. Whether it was a young mother looking for quick and effective hair solutions or a vibrant woman transitioning through menopause, my approach was meticulously tailored to meet them at every stage of their buying cycle.
I focused on developing content that not only caught the eye but spoke to the heart of their hair care journey. Educational blog posts, transformative before-and-after photos, and empowering customer testimonials — all these elements were carefully woven into a narrative that echoed the sentiments and challenges of my audience.
However, as every seasoned marketer knows, the digital world is one of constant flux. Algorithms shift, platforms rise and fall, and consumer behaviors evolve. Despite these changes, my core messaging remained unwavering. It was never just about selling a product; it was about fostering a community, offering value, and building trust.
This steadfast focus on resonant messaging over chasing algorithmic shadows has been my compass. It ensured that no matter how the digital landscape shifted, CurlyCoilyTresses’ voice was clear, consistent, and aligned with the needs and desires of my customers. In this way, my brand has not just survived but thrived, creating lasting connections that go beyond the transactional and into the relational.
By staying true to my message and loyal to my customers’ platforms of interest, CurlyCoilyTresses has become more than just a brand; it’s a trusted companion on the beautiful, complex journey of life and style. This approach has not only helped me grow but has ensured that my growth is rooted in the real needs and loves of those I serve.
Contact Info:
- Website: https://curlycoilytresses.com/
- Instagram: https://www.instagram.com/curlycoilytresses_/
- Facebook: https://www.facebook.com/CurlyCoilyTresses
- Linkedin: https://www.linkedin.com/in/angeladfields/
- Youtube: https://www.youtube.com/channel/UC6DOn-M1QQ2SCrOGoCXdJcA
- Other: https://www.pinterest.com/CurlyCoilyTresses/