Kim Lewis, co-founder and CEO of CurlMix, and her husband Tim Lewis turned a personal DIY project into a thriving multi-million-dollar company. They started in a college dorm room, creating a brand that caters to curly-haired women and redefines beauty industry standards.
With over $32 million in sales and products now in major retailers like Ulta Beauty, CurlMix’s journey shows the power of persistence and creative thinking. Though they didn’t win much money from pitch competitions, they used these experiences to refine their strategy, gain exposure, and build a strong community.
This is how they turned multiple pitch failures into a million-dollar success.
The Beginnings of CurlMix
CurlMix began with a personal challenge for Kim Lewis. In her college dorm in 2010, she cut her hair due to alopecia, a condition that causes hair loss.
With Tim’s help and a pair of craft scissors, she started making her own natural hair products. At first, this DIY wasn’t a business idea. It was a way for Kim to manage her hair care.
“Women would stop me on Michigan Ave. in Chicago and ask, ‘What’s in your hair? How do you get it like that?'” Kim recalls. This constant curiosity gave her an idea. “I realized I could put the products I was making in a box and sell a kit so people could make their own haircare products at home.”
In 2015, CurlMix launched as a DIY subscription box, allowing curly-haired women to mix their own products. The kits were popular, but their flaxseed gel stood out. Seeing its popularity, Kim and Tim decided to focus the business solely on this “hero product.”
The Need for Growth and Funding
Despite early success, Kim and Tim needed to grow their business to meet demand. Their products sold well, but they lacked the money to scale production. “We needed to invest in more inventory and new equipment,” Kim says. “We were making 700 units per batch, but with better equipment, we could make ten times that.”
To grow, they knew they needed more than just money. They needed to practice pitching and build investor connections.
Kim learned the value of pitch competitions, even when they didn’t win cash. “I pitched at 20 to 30 competitions and never won money,” she says. “But I met investors, made connections, and improved at pitching. When Shark Tank came up, I was ready.”
Turning Pitch Failures into Opportunities
Even though they didn’t win much from pitch competitions, they gained valuable experience. These events helped them improve their pitch and get feedback.
This preparation was key when they appeared on “Shark Tank,” seeking $400,000 for 10% of CurlMix. The Sharks liked the idea but were worried about the crowded market.
Robert Herjavec offered $400,000 for 20% of the company. Kim and Tim felt this was too much equity to give up, so they declined. They believed in their vision and the strength of their community.
“We turned down the Sharks because we believed in our business model and our community,” Kim said. “We knew our strength was in connecting with our customers and understanding the market.”
Success Through Community Crowdfunding
After “Shark Tank,” Kim and Tim chose to go on equity crowdfunding. They wanted their customers to be part of their growth. The response was incredible. In years of dedication, they raised over $4.5 million from more than 9,000 investors.
This success showed them the value of their community. “Our crowdfunding campaign proved our community was our biggest asset,” Kim says. “We kept control of our brand and stayed true to our mission. Our approach connected with people and set us apart.”
Scaling Up and Expanding Reach
With the money they raised, CurlMix expanded production. They moved into a 30,000-square-foot factory in Chicago with state-of-the-art equipment for large-scale production.
They also secured a deal to sell their products in 460 Ulta Beauty stores, gaining prime shelf space that boosted their visibility. These moves helped them nearly triple their customer base to 260,000 and bring in $10 million in sales in 2022.
They also partnered with investors like Arlan Hamilton and Cleveland Avenue, which helped them grow and proved that a community-driven approach could succeed as well as traditional business models.
Featured Image Credit @ Instagram