Femmé

What Femmé does

Femmé is a private, US-based beauty brand that sells hair care products through two channels: an owned direct-to-consumer Shopify storefront at femhaircare.com and a wholesale network of more than 40 independent beauty supply retailers across nine Southern US states (Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, South Carolina, Tennessee, Texas). The brand targets women with textured and natural hair who use heat styling and silk-press techniques, anchored by the "glass hair" aesthetic of mirror-like shine and frizz control. Its 31-SKU catalog spans leave-in conditioners, heat protectants, serums, mists, mousse, hairspray, hair growth oil, shampoo and conditioner, and adjacent tools and accessories such as bonnets, lace bands, paddle brushes, combs, and the SilkPresser heat tool, plus a recently added skin care line. Pricing spans $9.99 to $265, with curated bundle SKUs offering 10-15% savings, free shipping over $100, and digital gift cards in $25-$200 denominations.

The technical foundation is formulation-based rather than software-based: products combine premium botanical oils (Macadamia, Jojoba, Olive, Coconut, Argan, Grape Seed) and essential oils (Peppermint, Tea Tree, Mentha) with silicone-based functional ingredients (Cyclomethicone, Dimethicone, Polydimethylsiloxane) and Pro-Vitamin B5, formulated to deliver shine, frizz control, heat protection, and split-end sealing for natural hair, wigs, extensions, and protective styles. Underlying technology is operational rather than proprietary-software: the storefront is built on Shopify, product recommendations are served by Rebuy, video commerce tracking by ReelUp, and the Femmé Rewards loyalty program runs on Smile.io. The company has no public API, no AI/ML capabilities disclosed, and no patents or trademarks recorded in the source data.

Femmé makes money through one-time product sales at retail and bundle pricing, gift card sales, and wholesale shipments to independent retailers. The go-to-market motion combines organic DTC (Shopify storefront) with a multi-channel owned-marketing stack (email newsletter, opt-in SMS/MMS, affiliate program, loyalty rewards) and physical retail shelf presence. The brand reports a community of 50,000+ customers and 1,973 reviews on its flagship Silkening Mist, with the CEO personally curating "Femme Faves" as a content lever. Operations are based in Atlanta, GA (2223 Faulkner Rd NE, listed for returns); the company is privately held with no disclosed funding rounds, parent company, or executive team beyond a CEO reference.

Name

Femmé

Legal name

Femmé Hair Care

Website

https://femhaircare.com

Company type

Private

Operating status

Operating

Short description

Femmé is a private US hair care brand selling 31 botanical- and silicone-based products for textured and natural hair via its Shopify DTC site and 40+ beauty supply stores across nine Southern US states, serving heat-styling and silk-press consumers.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

Keywords

• Hair care products
• Textured hair care
• Silk press styling
• Heat protectant serum
• Beauty supply retail

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Direct Product Sales: One-time purchase model for individual hair care products and bundled sets sold through owned Shopify e-commerce storefront. Customers purchase directly online at listed retail prices with optional quantity discounts on bundles.
2. Gift Cards: Digital gift cards sold in denominations of $25, $50, $100, and $200, allowing customers to purchase products as gifts.
3. Wholesale to Retail Partners: Products distributed through independent beauty supply stores across Southern US states (Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, South Carolina, Tennessee, Texas).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Femmé is a US-based hair care brand that formulates, markets, and sells styling products, hair treatments, styling tools, and accessories targeted at women with textured and natural hair. Its core product families include the Silk line (Silkening Mist, Silk Smooth Guard heat protectant, Silk Balm Serum, Silk Shake detangler) and the Liquid Glass line (Shampoo, Conditioner), along with Hair Growth Oil, Foaming Silk Mousse, Xtreme Hold Spray, Slick Stick, and curated bundles, sold direct-to-consumer via a Shopify storefront and wholesale through beauty supply retailers in the Southern US.

Product overview

Femmé is a hair care brand offering a unified product portfolio centered on its 'Liquid Glass' and 'Silk' product lines. The core offerings include styling products (Silkening Mist, Silk Smooth Guard, Silk Balm Serum, Silk Shake), styling tools (Slick Stick, Foaming Silk Mousse, Xtreme Hold Spray), and hair treatments (Hair Growth Oil, Liquid Glass Shampoo/Conditioner). Products are sold individually and as curated bundles including the Too Silky Bundle, Silkpress SZN Bundle, Run It Back Bundle, and Curl Code Bundle. The brand also offers accessories (DuRag, Silk Bonnet, Lace Band), tools (Chrome Paddle Brush, Haute Comb, The SilkPresser), and gift cards. A loyalty rewards program (Femmé Rewards) supports customer retention.

Differentiator

Problem solved

Functional benefit

Products and services

• Silkening Mist A straightening enhancer mist that boosts shine, tames flyaways, and helps achieve bone-straight, silky perfection. Features UV protection and is suitable for natural hair, wigs, and extensions. Priced at $29.95.
• Silk Smooth Guard (Heat Protectant) Heat protection spray that safeguards hair from damaging effects of heat styling, preventing dryness, breakage, and split ends while maintaining moisture. Priced at $22.95.
• Silk Balm Serum Ultra-lightweight serum powered by Macadamia, Jojoba, and Olive Oils that deeply nourishes hair, seals split ends, fights frizz, and adds protective shine without weighing hair down. Priced at $22.95.
• Silk Shake (Detangling Leave In Conditioner) Leave-in conditioner that hydrates, smooths, and enhances natural shine. Lightweight formula detangles, softens, and boosts manageability without weighing hair down. Priced at $24.95.
• Slick Stick (Hair Wax Stick) Hair wax stick for taming flyaways, smoothing edges, and controlling frizz with a lightweight, non-greasy formula that provides long-lasting hold without stiffness. Priced at $14.95.
• Foaming Silk Mousse Lightweight, fast-drying styling mousse designed to enhance and maintain hairstyles including braids, twists, edges, wigs, weaves, and curls with long-lasting hold and frizz control. Priced at $22.95.
• Xtreme Hold Spray Maximum hold hairspray for securing hairstyles in place. Priced at $19.95.
• Hair Growth Oil Lightweight oil blend with biotin, vitamin E, and nutrient-rich oils (macadamia, jojoba, coconut, argan) designed to support healthy hair growth and retention. Priced at $19.95.
• Liquid Glass Conditioner High-performance conditioner that intensely nourishes, smooths, and enhances natural shine by sealing the hair cuticle, reducing frizz, and delivering a glossy mirror-like finish. Priced at $24.95.
• Liquid Glass Shampoo Cleansing shampoo that prepares hair and scalp for a smooth, hydrated wash day as part of the Liquid Glass hair care system. Priced at $24.95.
• Too Silky Bundle Bundle including Silkening Mist and Silk Smooth Guard for achieving sleek, smooth, and radiant hair with salon-quality results at home. Priced at $53.00.
• Silkpress SZN Bundle Ultimate collection for sleek, silky hair including Silkening Mist, Curl Satin Activator, Silk Balm Serum, and Silk Smooth Guard for moisture, definition, and heat protection. Priced at $99.00.
• Run It Back Bundle Bundle featuring Silkening Mist as the ultimate straightening enhancer for bone-straight, silky perfection. Priced at $54.00 (10% off individual price).
• Curl Code Bundle (Wash Day Bundle) Complete 5-step system for curls including Liquid Glass Shampoo, Liquid Glass Conditioner, Silk Shake, Silk Mousse, and Silk Balm Serum for cleanse, hydrate, define, and shine. Priced at $90.00 (15% off).
• FEMM\u00c9 Gift Card Digital gift card available in denominations of $25, $50, $100, and $200 for gifting Femm\u00e9 products.

Quantifiable outcome

• Products achieve 'bone-straight, silky perfection' with visible shine enhancement
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• Independent Beauty Supply RetailerscoreChannel Partner/ Reseller/ DistributorProducts distributed through network of 40+ independent beauty supply stores across 9 Southern US states (Alabama, Arkansas, Florida, Georgia, Louisiana, Mississippi, South Carolina, Tennessee, Texas). Includes named retailers such as Alex Beauty Supply, Beauty Mania, Hair Global, Beauty Depot Super Center, Hair Galleria, and others. These retailers stock and resell Femmé products to end consumers in physical storefront locations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Carol's Daughter: Broader incumbent founded for textured and multicultural hair with a much larger portfolio and national retail presence (Ulta, Sephora); overlapping products (oils, mists, styling) make it a relevant upscale benchmark.
• Cantu: Broad incumbent in textured-hair care with deep beauty-supply and mass-retail presence; directly competes with Femmé on styling products (mists, creams, sprays) at similar price points.
• SheaMoisture: Broad incumbent in natural-hair care with national mass distribution; comparable ingredient-led positioning and audience but at meaningfully greater scale across retailers like Target, Walmart, and CVS.
• Mizani: L'Oréal-owned professional textured-hair brand sold through salons and beauty supply; comparable product mix in treatments, leave-ins, and styling, and a relevant benchmark for salon-channel expansion.

Direct peers

• TGIN (Thank God It's Natural): Direct peer in natural-hair care with overlapping ingredient stories (oils, butters, leave-ins) and similar target customer; comparable indie-brand scale, DTC focus, and beauty supply distribution.
• Mielle Organics: Direct peer in the textured-hair care category targeting women with natural and protective styles; comparable botanical-ingredient positioning, similar DTC-plus-retail distribution, and a comparable AOV across mists, oils, and styling lines.
• Camille Rose: Direct peer offering natural hair and skincare products with a similar emphasis on botanical formulations, indie-brand storytelling, and DTC-plus-beauty-supply retail mix.
• As I Am: Direct peer in the textured-hair category with overlapping shampoo, conditioner, leave-in, and styling SKUs; comparable price band and beauty supply / DTC distribution approach.
• Aunt Jackie's: Direct peer specializing in curls, coils, and protective styles; competes head-to-head in beauty supply stores with leave-ins, oils, and styling treatments at comparable price points.
• Pattern Beauty: Direct peer founded by Tracee Ellis Ross explicitly serving the curly, coily, and textured-hair community; comparable product taxonomy (stylers, treatments, tools) and shared mass-prestige DTC positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/femmehaircare

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Femmé