Preeya Ogier, founder of curly hair brand Curl Jar, will discuss growing beyond the UK at the Retail Tech Summit. She launched the business three years ago with her husband, inspired by a travel-packing moment where she wanted one product to replace cream, gel, mousse, and oil.
Developing the Product
Developing the product was the biggest challenge for the couple. They opted to create their own formula instead of using a white-label product. Curly hair varies widely in texture, and they needed a product that worked for coily hair without being too greasy for wavy hair.
Finding the right chemist and perfecting the formula was difficult, especially without a chemistry background. Ogier, an economics graduate with brand and marketing experience, was entering a new field. They also had to learn about manufacturing and suppliers.
Three years later, their challenge is meeting demand, with lead times for new stock reaching five or six months. Ogier aims to positively impact people’s lives by boosting confidence. She wants Curl Jar to support discovery and confidence, as hair significantly affects self-esteem.
Expanding Internationally
Curl Jar has already expanded internationally, launching in the UAE earlier this year. The UAE market differs significantly from the UK, with many salons, shopping experiences, tourists, and transient residents. Ogier has adapted her customer, advertising, and marketing strategies for the UAE.
She has also learned about local price sensitivities and culture. Curl Jar saw an opportunity to build a haircare culture in the UAE, where it was less established. The company views the UAE as a hub for reaching other Gulf Cooperation Council markets, including Saudi Arabia, which offers greater potential.
Curl Jar is available through online retailers in Australia and Canada and is stocked in a premium Japanese salon. Ogier advises businesses to explore simpler, cost-effective ways to enter new markets before making large investments.
Her UAE experience taught her the importance of understanding local markets and adapting accordingly. She emphasizes patience and decision sense-checking, even when things seem successful. With international expansion underway, Ogier focuses on building a strong foundation.
In-Store Activations and Customer Engagement
Curl Jar, primarily an online brand, hosts week-long activations in John Lewis stores across cities like Cambridge, Cardiff, and Manchester. During these events, the brand collaborates with local salon stockists, offering complimentary hair transformations to shoppers. Stylists approach individuals with curly hair, often hidden under frizz, and invite them to experience a 30-minute transformation. This process reveals their natural curls using minimal product and professional techniques, allowing customers to see their hair in a new light.
Lessons from International Expansion
Ogier stresses the importance of understanding local markets when expanding internationally. She recommends experiencing new regions as locals do, using public transport and visiting everyday places to gain customer behavior insights.
Speaking to diverse individuals in business and daily life is vital for accurate market understanding. Ogier warns about agendas in business meetings and suggests gathering information from multiple sources.
In the UAE, Curl Jar adjusted its customer, advertising, and marketing approach due to the market’s transient nature. Understanding local price sensitivities and culture was key, as the brand aimed to establish haircare in a less developed region.
Future Growth and Team Development
Ogier and her husband currently manage Curl Jar full-time, maintaining lean and agile operations. They share responsibilities between them, with both handling sales, operations, and marketing. Working together has been positive, as they complement each other’s skills and provide mutual support.
