CurlMix
CurlMix is a Chicago-based, community-owned direct-to-consumer natural haircare brand selling clean-ingredient, 4-step wash-and-go systems and subscriptions to women with curly, coily, and 4C hair textures, distributed via its own site and 460 Ulta Beauty stores.
- Company typePrivate
- Founded2017
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What CurlMix does
CurlMix (legal entity Listener Brands, Inc.) is a Chicago-based, direct-to-consumer natural haircare brand serving women with curly, coily, and kinky hair textures (Type 2, 3, and 4, with explicit focus on 4C and gray hair). Founded by married couple Kim and Tim Lewis, the company sells clean-ingredient formulations — built around botanicals such as raw honey, aloe vera, grape seed oil, flaxseed, quinoa, castor oil, and mongongo butter — organized into a simple 4-step wash-and-go system. The product portfolio spans the Master's Collection (shampoos, conditioners, moisturizers, and stylers in Ultra/Heavy/Medium/Light hold variants) and themed sub-brands including Honey Hydration, Hair Growth, Fragrance-Free, and Luscious Lotus, alongside a free 21-Day Masterclass educational program.
The business monetizes through three revenue mechanics: one-time DTC e-commerce sales via a Shopify-powered curlmix.com storefront (individual products priced $21–$40), a $65/month VIP Membership subscription that grants $90 in store credit ("Spoons") plus a 15% lifetime discount and free shipping, and wholesale distribution governed by MAP pricing policies. Go-to-market is product-led and community-led, anchored by an 18,000+ member CurlMixers Facebook group, the 21-Day Masterclass, referral programs, and earned media (Shark Tank, Essence, GMA, CNBC, Oprah). The company distributes DTC internationally and through 460 Ulta Beauty retail stores nationwide.
CurlMix is distinguished by a community-ownership model: over 9,000 customers hold equity acquired via the WeFunder crowdfunding platform, complementing institutional rounds from investors including Cleveland Avenue, Backstage Capital, Next Play Ventures, and Unpopular Ventures. Revenue reportedly doubled from $13 million to $32 million during its Ulta expansion. However, as of November 2025 the company disclosed acute financial distress — launching a #ProtectCurlMix campaign requiring 20,000 orders within 60 days to avoid closure amid rising costs and supply chain issues, relying on crowdfunding and family loans to remain solvent.
CurlMix firmographics
Firmographics- Name
- CurlMix
- Legal name
- Listener Brands, Inc.
- Website
- https://curlmix.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CurlMix is a Chicago-based, community-owned direct-to-consumer natural haircare brand selling clean-ingredient, 4-step wash-and-go systems and subscriptions to women with curly, coily, and 4C hair textures, distributed via its own site and 460 Ulta Beauty stores.
- Ownership category
- akta.pro rank
CurlMix industry classification
Industry- Product category
- Natural Haircare Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Professional/Salon Haircare (Backbar & Retail) (CRABABAK)
- akta.pro secondary industries
- Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)
Keywords
Where CurlMix is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CurlMix business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Direct-to-Consumer E-commerce: Products sold through curlmix.com with prices ranging from $21-$40 per individual item. One-time purchase model for shampoos, conditioners, gels, moisturizers, and styling products.
- VIP Membership Subscription: $65/month subscription providing $90 in CurlMix Spoons (store credit) plus exclusive perks including free shipping, 15% lifetime discount, and early access to products. Spoons roll over monthly and expire after 6 months.
- Wholesale Distribution: Products sold through wholesale partners including Ulta Beauty (460 stores). Wholesale agreement requires products not be advertised below MSRP and not sold on discount websites or third-party marketplaces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Products - $21-$40 per item |
| Subscription | Monthly | VIP Membership - $65/month subscription |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
CurlMix product offering
Product offeringCore offering
CurlMix sells a curated line of natural, clean-ingredient haircare products (shampoos, conditioners, leave-in conditioners, moisturizers, gels, jellies, mousses, curl creams, deep conditioners, growth serum, and peptide scalp tonics) organized around a simple 4-step wash-and-go system for women with curly, coily, kinky, and gray hair. Beyond the physical products, the brand offers a $65/month VIP Membership subscription providing $90 in store credit, free shipping, and a 15% lifetime discount, plus a free 21-Day CurlMix Masterclass educational program that teaches wash-and-go techniques and drives community-led product adoption.
Product overview
CurlMix is a direct-to-consumer natural haircare brand founded in 2017 by Kim and Tim Lewis, built around a science-backed, easy-to-use 4-step wash-and-go system for curly hair. The product portfolio centers on the Master's Collection—a curated line of shampoos, conditioners, moisturizers, and stylers (gels, mousses, curl creams) available in multiple hold strengths (Ultra, Heavy, Medium, Light). These core products are organized into themed sub-brands: Honey Hydration (moisture-focused with raw wildflower honey), Hair Growth (hempseed oil and avocado for growth), Fragrance-Free (for sensitive scalps), and Luscious Lotus (anti-frizz with lotus flower). Beyond individual products and kits, CurlMix offers a VIP Membership subscription ($65/month with $90 store credit, 15% discount, and free shipping) and a free 21-Day Masterclass for customer education. The brand operates primarily DTC via curlmix.com with retail distribution in 460 Ulta Beauty stores.
Differentiator
Problem solved
Functional benefit
Products and services
- Honey Hydration Shampoo A hydrating shampoo formulated with raw wildflower honey that cleanses the scalp without stripping natural oils, leaving curls soft, detangled, and moisturized; designed for women with curly, coily, kinky, and gray hair.
- Sculpting Jelly – Luscious Lotus Anti-frizz styling jelly with quinoa, castor oil, and lotus flower extract that provides long-lasting hold and definition while fighting humidity, leaving curls soft and shiny.
- Wash & Go Moisturizer – Ultra Hold (Master's Collection) Moisture-rich base layer with mongongo butter and quinoa that provides ultra hold, frizz control, and humidity protection for defined, hydrated curls lasting 4-7 days.
- Mint Condition Liquid Shampoo Clarifying shampoo with peppermint oil, witch hazel, and hydrolyzed quinoa that provides a deep cleanse and relief from dry, itchy scalp while stimulating the scalp with a cooling tingle.
- Pure Grape Seed Conditioner – Lavender Detangling conditioner with grape seed oil and lavender that provides ultra-slip for effortless detangling, lightweight hydration, and easy manageability without weighing curls down.
- Leave-In Conditioner – Honey Hydration Leave-in conditioner with raw wildflower honey, organic aloe vera, and sweet almond oil that delivers mega moisture, seals hydration, and prepares strands for styling.
- Master's Collection Wash & Go Kits Curated 4-step wash-and-go systems available in Ultra Hold, Heavy Hold, Medium Hold, and Light Hold formulas; each kit includes shampoo, conditioner, moisturizer, and gel/styler for complete curl care.
- Growth Serum for Curly Hair Scalp treatment serum with hempseed oil designed to strengthen roots, boost hair growth, and nourish the scalp; available in standard and fragrance-free formulations.
- Flaxseed Gel – Various Holds Styling gels with organic flaxseed and hemp seed oil available in Heavy, Medium, and Light hold variants for defined, frizz-free curls with healthy hair growth benefits.
- Deep Density Peptide Tonic Scalp tonic formulated with peptides for visibly thicker, denser, and fuller hair.
- CurlMix VIP Membership Monthly subscription program at $65/month providing $90 in CurlMix Spoons (store credit), 15% lifetime discount, free shipping, exclusive VIP store access, and early access to new product drops.
- 21-Day CurlMix Masterclass Free educational program teaching the wash-and-go method, curl care techniques, and how to use CurlMix products for optimal results, featuring coaches and community support.
Quantifiable outcome
- Revenue doubled from $13 million to $32 million
- +2 more outcomes
Companies that use CurlMix
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles1 record
CurlMix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
CurlMix partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Ulta BeautycoreCurlMix expanded into 460 Ulta Beauty stores, providing major retail presence for the brand. This partnership represents a significant distribution milestone and validates the brand's growth trajectory in the natural haircare market.
- 4C OnlyminorRelated brand under Listener Brands Inc. parent company. Sister brand focused on 4C hair type products.
- Listener Brands Inc.coreParent company of CurlMix. Also owns 4C Only brand. Entity referenced in wholesale policy and privacy policy.
Scale indicators6 records
Recent moves7 records
Expansion highlights4 records
CurlMix competitors and assessment
Company assessmentBroad incumbents
- Carol's Daughter: Pioneer Black-owned textured-hair brand founded in 1993 and acquired by L'Oréal. Directly comparable to CurlMix in targeting curly/4C consumers with natural-ingredient shampoos, conditioners, and styling products, but with vastly broader distribution and corporate backing.
- SheaMoisture: Unilever-owned natural ingredient brand built explicitly for textured, curly, and kinky hair. Comparable to CurlMix in clean-ingredient positioning and curly/4C consumer base, but at much larger scale across mass and drug channels.
- Olaplex: Public hair-care brand (Olaplex Holdings) with science-led, bond-building products used across curly and textured hair. While broader and chemically differentiated, Olaplex is comparable to CurlMix on the science-and-results angle for curly consumers and overlapping retail distribution.
Direct peers
- Pattern Beauty: Celebrity-founded (Tracee Ellis Ross) textured-hair care brand with curly, coily, and tight-textured product lines. Closely comparable to CurlMix on target customer (Type 3 and 4 textures), clean ingredients positioning, and DTC + retail (Sephora/Ulta) strategy.
- Mielle Organics: Black-owned, natural-ingredient hair care brand (now majority-owned by P&G) specializing in textured-hair products with strong community and social-media presence. Closely matches CurlMix's natural-formulation, Type 4, and community-led growth playbook.
- As I Am: Black-owned natural hair care brand focused on Type 4 textures with botanical and science-led formulations. Comparable to CurlMix on niche textured-hair focus, ingredient quality, and clean-beauty positioning.
- DevaCurl: Well-known curly-hair care brand built around wash-and-go, sulfate-free, and curl-definition products. Closely overlaps with CurlMix on curly consumer and styling product categories, though DevaCurl skews more toward Type 2/3 waves and curls.
- Kinky-Curly: Independent natural hair care brand offering curl-friendly, clean-ingredient products widely used in the curly/4C community. Comparable to CurlMix on natural-ingredient positioning and core Type 3/4 consumer.
Emerging players
- The Doux: Black-owned textured hair care brand founded by a stylist, offering salon-grade shampoos, conditioners, and styling products for curls and coils. Comparable to CurlMix on textured-hair focus and salon/professional-grade positioning, though smaller in scale.
- Bouclème: UK-based curly hair care brand with clean, natural formulations and a strong focus on curl definition and wash-day systems. Comparable to CurlMix on ingredient philosophy and wash-and-go systems, but primarily a regional player in Europe.
Market position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
CurlMix social profiles
Digital presenceCurlMix financial estimates
Financial estimateRevenue estimate
Valuation estimate
CurlMix leadership team
Management profileNumber of profiles
Profiles2 records
CurlMix funding detail
Funding detailFunding overview
Funding rounds7 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CurlMix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CurlMix
What does CurlMix do?
CurlMix sells a curated line of natural, clean-ingredient haircare products (shampoos, conditioners, leave-in conditioners, moisturizers, gels, jellies, mousses, curl creams, deep conditioners, growth serum, and peptide scalp tonics) organized around a simple 4-step wash-and-go system for women with curly, coily, kinky, and gray hair. Beyond the physical products, the brand offers a $65/month VIP Membership subscription providing $90 in store credit, free shipping, and a 15% lifetime discount, plus a free 21-Day CurlMix Masterclass educational program that teaches wash-and-go techniques and drives community-led product adoption.
Is CurlMix a public or private company?
CurlMix is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was CurlMix founded?
CurlMix was founded in 2017. It employs 11 to 50 people.
Where is CurlMix based?
CurlMix is headquartered in Chicago, United States, in the North America region.
How does CurlMix make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are VIP Membership Subscription and wholesale Distribution.
Who are CurlMix's main competitors?
Broad incumbents on record are Carol's Daughter, SheaMoisture and Olaplex. Direct peers are Pattern Beauty, Mielle Organics, As I Am, DevaCurl and Kinky-Curly. Emerging players are The Doux and Bouclème.
Does CurlMix have an API?
No public API is recorded for CurlMix.
What industry is CurlMix in?
CurlMix's product category is Natural Haircare Products. Its primary akta.pro industry code is CRABABAK, Professional/Salon Haircare (Backbar & Retail), with a secondary code of CRABABAE, Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth). Its NAICS code is 456120 and its SIC code is 2844.