Young King Hair Care (www.youngkinghaircare.com)

HQ: Atlanta, Georgia

Co-Founders: Cora Miller (CEO) and Stefan Miller (CMO)

The Problem: For parents of black and brown boys, finding hair care and grooming options isn’t always as easy as walking through the beauty aisle and picking the first thing you see. There are some emerging brands targeting multicultural adult men, as well as some specifically for young girls. However, there are no national retail brands intentionally created for boys of color. This particular segment has long been overlooked, despite it being a $3B market opportunity.

Meet Young King Hair Care: Young King is a premium natural hair care line intentionally crafted for multicultural boys with textured hair. All products are plant-based and vegan, with no sulfates, parabens, mineral oil or other harmful ingredients. Their current offerings, like styling products and tools, are centered around promoting healthy hair and hair growth. From the ingredients to the scent, to the overall packaging design, every element has been deliberately crafted with boys in mind.

How it started: The line was created out of an everyday need — founders Cora and Stef sought out a product for styling the hair of their young son, Kade. In searching the market, they could only find ones that were generally targeted towards women. While the formulas worked well-enough, the packaging and scents weren’t made for a boy like Kade.

The couple couldn’t find it. So they made it — the DTC company launched in December 2019 with a 3-step styling regimen: leave-in conditioner, essential oils and curling cream. The products were so successful, and the demand was high for more categories — so a shampoo and conditioner launched in November 2020. In the future, Young King plans to expand to become the one-stop-shop for multicultural boy’s personal care. 

In the words of the cofounders, “Our mission is to inspire parents and encourage boys with textured hair to celebrate and love their crowns.”

Why we’re betting on it: The results speak for themselves — specifically with Young King’s strong start in physical storefronts. As an alum of Target’s 2020 Takeoff Beauty Accelerator Program, the retailer approached Young King with an offer to enter both online and in-store. Walmart soon followed, and as of March 2021, the product line can be found in a combined total of 1,200 doors, on the retailer's sites, and their own website. From interviews on Good Morning America to press mentions in Essence, Black Enterprise, Sheen Magazine, and Madame Noire, Young King has tremendous momentum behind the brand. The products also speak for themselves — and raving customer reviews keep churning organic growth through word of mouth testimonials.

Our take: This all-star husband/wife duo with perfectly complementary skills is one of the biggest strengths of this brand. Cora, a communications expert, most recently led enterprise social responsibility initiatives at UnitedHealth Group. Stef, having held leadership positions at General Mills, Red Bull and Coca-Cola, has unparalleled experience as a CPG brand manager, consistently bringing new innovations to market and meeting consumer needs. 

The legion of brand loyalists and growing retail presence initially caught our eye, but we also admire Cora and Stef’s pure grit in gaining national attention — without spending any capital. We love their commitment to achieve their mission and are excited to partner up. Together, we’ll help multicultural boys build a strong self-care and grooming routine with products made specifically for them, to help them feel their best.

Use the code OVERTON15 to save 15% off any order!