Alright – so today we’ve got the honor of introducing you to Lyric Daugherty. We think you’ll enjoy our conversation, we’ve shared it below.
Lyric, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with the story of your mission. What should we know?
At Locs by Lyric, our mission is to celebrate the beauty and vibrancy of the loc community through creating a carefully curated lifestyle brand. As the CEO, founder, and master loctician, my journey began with a deep passion for natural hair and a desire to provide the best care and products for the loc community. Our brand is designed to reflect the essence of the entire person—from their hair to their at-home self-care routines and their place within the social community.
We believe that hair is not just a style but a statement of identity and cultural heritage. Through Locs by Lyric, I aim to provide top-quality natural hair products that enhance the health and beauty of locs, while also empowering individuals to embrace their unique look and feel confident in their natural beauty. Our products are meticulously crafted to meet the specific needs of those with locs, ensuring they receive the best possible care.
Additionally, our community initiative, Locs Meet West, brings together loc enthusiasts, creating a supportive and celebratory environment where individuals can connect, share their journeys, and inspire one another. This passion for fostering a strong, vibrant community is at the heart of everything we do.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Hello, my name is Lyric, and I am the CEO, founder, and Master Loctitian at Locs by Lyric. I grew up in Torrance, California, with my parents and twin sister, engaging in many activities such as tennis, Steel Drums and Japanese studies. My academic journey led me to the University of California, Riverside, where I majored in religious studies with an emphasis on the domestic slave trade. Following university, I embarked on a 13-year career with Starbucks in San Francisco, starting as a barista and eventually advancing to New Store Development and Store Manager Training. I also founded the first chapter of the Black Partner Network in California.
My journey into the world of locs began in 2009 when my Locs were started by Rhonda at Nappy or Not in Oakland, California and I began detoxing friends and family members’ hair about 6 years into my own journey. This ignited my passion, and during the pandemic, I decided to build on my skill set by taking an online course with Kris McDred. My education continued with LocMamas Academy, Mended Locs and The Braid Producer. I also had the honor of being the apprentice of the renowned Loc Doc of LA. Shortly after, I opened first salon space in downtown LA, I now operate in Torrance, California for the last two years.
At Locs by Lyric, we provide a wide range of natural hair care services, focusing primarily on locs. Our offerings include high-quality, all-natural, handcrafted hair products and personalized at-home care coaching. My expertise spans various techniques, allowing me to create stunning transformations that often seem impossible. I am committed to understanding the fundamentals of locs and applying my knowledge to consistently exceed my clients’ expectations.
One of the unique aspects of my brand is my dedication to education and mentorship within the loc community. Many clients come to me with problems stemming from inadequate services provided by other natural hair professionals. My goal is to help these professionals gain the necessary knowledge and skills through teaching and mentoring. I believe in the importance of continuous learning and encourage others to invest in their craft, as the returns on this investment are exponential.
I am most proud of the transformations I have achieved for my clients and the positive impact my work has had on their confidence and self-esteem. Additionally, I take pride in creating a supportive and empowering community through Locs Meet West, where loc enthusiasts can connect, share their experiences, and inspire one another.
What sets Locs by Lyric apart is our holistic approach to hair care, celebrating the beauty and vibrancy of the loc community. We strive to reflect the essence of the entire person, from their hair to their self-care routines and their place within the social community.
How did you build your audience on social media?
Building my audience on social media has been a transformative journey. I view social media as an incredible opportunity for free marketing. For the past four years, I have made it a point to post every day. Consistency is key. I also ensure I have the latest phone to capture high-quality images and videos, which is crucial in showcasing my work.
Having a routine and a format that makes it easy to replicate my posts day in and day out has been vital. We live in an era where people want to see everything—how you do things, the behind-the-scenes moments. About 80% of my business has come from Instagram. The feedback I receive often highlights that clients can see my work, appreciate my transparency, and feel a sense of credibility and trust before they even decide to book an appointment.
I remember a hilarious yet humbling moment when I thought my phone was broken because I was getting at least 100 likes and friend requests every 10 minutes. It turned out I had gone viral for doing something I had been doing every day for years. It was just one of those ordinary days when I looked at a client and said, “You’re gonna make me go viral.” I didn’t truly believe it at the time, but consistency paid off.
My advice to those just starting to build their presence on social media is to stay consistent and show your work with the intention of providing value and support to your audience. Don’t focus on going viral; focus on sharing your authentic self and the quality of your services. Many people I mentor feel they don’t have enough resources or good enough equipment to start. The best thing to do is just get going and build as you go.
You’ll never reach a point where everything is perfectly aligned or exactly as you envisioned. You have to get comfortable with being a work in progress. Embrace the imperfections, as they are what draw people closer to you and help them connect with you on a deeper level. You don’t have to be perfect to make a strong impact that leads to sales and builds a supportive community. People relate to authenticity, not perfection.
We’d really appreciate if you could talk to us about how you figured out the manufacturing process.
Yes, I personally handcraft all of my hair products, collaborating with distributors to ensure quality and unique design. My product line, Lyric Naturals, includes a combination of handmade hair products and uniquely curated merchandise and supplies.
I began making hair products out of necessity. I was seeking high-quality, all-natural products for my clients but found it challenging to source items that met my standards. My goal is to create products where every ingredient is recognizable and can be used all over the body. They are designed for hair but safe and non-toxic for everyone, from babies to adults with various natural hair textures. Knowing that I provide the best for my clients, especially those suffering from conditions like dermatitis, gives me great pride.
In designing my products, I conducted extensive research on the best-selling products on the market and their common ingredients. As a natural hair woman myself, I personally tested many of these products. Through research, firsthand use, and use on my clients, I have honed and perfected my recipes over the years.
Finding the right vendors for items like microfiber drying towels and hair bonnets was a meticulous process. I reached out to many manufacturers, tried numerous samples, and ensured that the quality met my personal standards. It involved a lot of communication, sending out messages, and iterating based on feedback. For instance, the first prototypes of my hair bonnets had issues with dye bleeding onto pillows when used with oils, so I had to reformulate the fabric and find a new distributor. This effort paid off, as my hair bonnets became one of my highest-selling items, alongside my hair growth oil.
The lessons I’ve learned in product development are crucial. It’s important to keep products moving, whether through outdoor markets or sending samples to influencers. Continuously developing and letting trends and best-sellers dictate your business is key. Listening to customer feedback and making adjustments based on their preferences is vital. For example, my rosewater spray was one of my top sellers, so I introduced a larger size to meet the demand of clients who used it daily.
Ultimately, it’s not necessarily the product you are most passionate about that becomes your best seller; it’s about understanding your customers’ needs and preferences and providing them with high-quality solutions.
Contact Info:
- Website: www.locsbylyric.com
- Instagram: Locs_by_lyric
- Facebook: Lyric Naturals
- Youtube: Lyric Loves Locs
