Womenpreneurs Alicia Scott, Arah Sims, and Tomi Alisha will collaborate with Cantu on a marketing campaign for their budding businesses to launch this spring
STAMFORD, Conn., Feb. 2, 2021 /PRNewswire-HISPANIC PR WIRE/ — Cantu Elevate, the latest initiative from Cantu Beauty, an award-winning multicultural hair care brand, and ‘25 Black Women In Beauty‘ (25BWB) has selected the winners of the beauty business accelerator: Alicia Scott of Range Beauty, Arah Sims of Kyutee Nails, and Tomi Alisha of NaturAll Club. Each winner participated in the Cantu Elevate workshop series last fall and was chosen out of more than 60 women-led beauty businesses to receive a Cantu-sponsored campaign valued at $160,000. Scott, Sims, and Alisha advanced in the selection process through their enthusiastic efforts and engagement during the workshops and coupled with their innovative product offerings, captured the attention of Cantu.
“With black entrepreneurs, especially women, starting businesses at a higher rate we wanted to provide a catalyst for these businesses to succeed,” says Dametria Mustin, Vice President of Global Marketing at Cantu Beauty. “After learning more about these amazing women-led businesses, I’m inspired by what they were able to take away from the experience to help navigate the shifts taking place in the beauty industry.”
As an entrepreneur, there is always room for continued education. During this transformative season, Cantu Beauty will team up with The Sasha Group (a VaynerX company) and Reddish to work directly with each womenpreneur to continue the journey of strengthening their brand. Together, Cantu, Sasha, and Reddish will use their respective expertise to help build a brand marketing campaign or e-commerce presence for each beauty brand to launch in spring 2021.
Sims, Alisha, and Scott will focus specifically on their business challenges to take their brand to new heights in the beauty space. After gaining public approval, Kyutee Nails, a direct-to-consumer nail glam company, came to fame using advanced technology to create nail polish art peel-n-press. Popular influencers and celebrities caught on and the trendy designs got exposed to over 20 million social platform users. Sims wants to leverage this opportunity to present Kyutee Nails as an innovative brand that fuses beauty with a purpose and revitalizes its e-commerce strategy.
NaturAll is seeking to set a new beauty standard by only using fresh, frozen, natural, and non-toxic ingredients to hand-make healthy hair formulas that provide ultra hydration. Vegan and cruelty-free makeup brand Range Beauty focuses on clean products for the forgotten shades, utilizing botanicals in makeup to create special formulas for acne and eczema-prone skin. Both brands are looking to learn how to manage a successful marketing campaign using the latest measurement tools to compare their metrics against other start-up competitors.
“The workshops were a great reminder to always tap back into our ‘why’ and ‘who’,” says Alicia Scott of Range Beauty. “My favorite part of the workshops was actually our homework after the first session. Writing out my North Star and thinking through my audience in more detail helped me think about our marketing efforts in a more targeted way.”
Cantu Beauty created Elevate with its marketing partners to provide access and education to help Black, female-led beauty businesses thrive economically within this new beauty landscape. Through guided workshops and a grant program, Cantu will continue its work with 25 BWB to provide a platform that accelerates continued growth for beauty businesses.
To learn more about each Cantu Elevate winner, follow Kyutee Nails (@kyuteenails), NaturAll Club (@naturallclub), and Range Beauty (@range_beauty) on Instagram. Additionally, follow Cantu Beauty on Instagram, Facebook, and Twitter for updates on upcoming Elevate workshops and events later this year.
It’s Cantu Beauty’s mission to celebrate you in all your glory. Whether you’re rocking coils, curls, waves, or straight tresses, Cantu designs products specifically with you and your hair’s versatility in mind. Cantu’s collection of award-winning products is inspired by beautifully textured hair to help you achieve any look you desire. With a one-of-a-kind formula, Cantu helps achieve everything from cutting-edge looks to classic styles.
25 Black Women in Beauty is dedicated to elevating and celebrating Black female entrepreneurs, executives, and rising stars in beauty. The organization offers an exclusive network enabling intentional network, career placement, and other services. 25BWB has been featured by Glamour, Forbes, Essence, The Zoe Report, WWD, and other leading publications. Visit 25BWB.org to learn more.
PDC Wellness & Personal Care Co. (formerly known as PDC Beauty & Wellness Co.) has its origins in Parfums de Coeur, Ltd., which was founded in 1981. PDC has emerged as one of the world’s fastest-growing beauty and wellness companies in the world. PDC’s portfolio of category-leading brands includes Cantu®, Dr Teal’s®, Eylure®, and Body Fantasies®. PDC’s products can be found at major mass, chain drug, grocery, and specialty retailers throughout the US, UK, and in over 60 markets globally. PDC was recently named U.S. Supplier of the Year, Consumables, Health & Wellness, by Walmart. PDC is owned by affiliates of CVC Funds and Leonard Green & Partners, as well as its management. For more information, please visit pdcbeauty.com.
ABOUT CVC CAPITAL PARTNERS
CVC is a leading private equity and investment advisory firm. Founded in 1981, CVC today has a network of 23 offices and over 550 employees throughout Europe, Asia, and the US. To date, CVC has secured commitments of over US$160 billion from some of the world’s leading institutional investors across its private equity and credit strategies. In total, CVC currently manages approximately US$105 billion of assets. Today, funds managed or advised by CVC are invested in more than 80 companies worldwide, employing over 400,000 people in numerous countries. Together, these companies have combined annual sales of approximately US$92 billion. For further information about CVC please visit cvc.com.
ABOUT LEONARD GREEN & PARTNERS
Leonard Green & Partners, L.P. (“LGP”) is a leading private equity investment firm founded in 1989 and based in Los Angeles. The firm partners with experienced management teams and often with founders to invest in market-leading companies. Since its inception, LGP has invested in over 90 companies in the form of traditional buyouts, going-private transactions, recapitalizations, growth equity, and selective public equity and debt positions. The firm primarily focuses on companies providing services, including consumer, business, and healthcare services, as well as retail. For more information, please visit leonardgreen.com.
Ariel Smith, Reddish
Photo – https://mma.prnewswire.com/media/1430968/Cantu_Elevate_2021_Winners.jpg
Logo – https://mma.prnewswire.com/media/1430966/Cantu_Logo.jpg
Logo – https://mma.prnewswire.com/media/1430967/Cantu_Elevate_Logo.jpg
SOURCE PDC Wellness & Personal Care Co.