Can Community Commerce Save CurlMix? Inside the Campaign to Protect a Beloved Black-Owned Brand

By Dr. Sharon H. Porter | December 25, 2025 | It's All Business

In an era when independent brands are squeezed by rising costs and shifting consumer habits, CurlMix, a Chicago-based, Black-owned haircare company, finds itself at a critical crossroads. Known for its commitment to natural ingredients, transparency, and community-first manufacturing, CurlMix has launched an urgent campaign to keep its factory doors open and its team employed. The solution, they believe, lies where it always has: with the community that built the brand.

Kimberly “Kim” Lewis, Founder and CEO of CurlMix, is the visionary entrepreneur who built the brand from the ground up, beginning with DIY hair kits before expanding it into a full natural haircare product line. Her leadership and innovation gained national attention when she and her husband appeared on Shark Tank, where they ultimately declined an on-air deal but went on to secure significant investment afterward, allowing the company to grow on its own terms.

At its core, CurlMix was created with a mission to provide natural, safe, and transparent products designed specifically for curly hair, while remaining proudly Black-owned and deeply rooted in community impact. The brand manufactures its products in Chicago and employs many local residents, reinforcing Lewis’s commitment to economic empowerment and representation within the beauty industry.

In recent years, however, CurlMix has faced mounting challenges caused by economic pressures, rising operational costs, tariffs, and a slowdown in available investment capital. In response, Lewis launched the #ProtectCurlMix campaign in late 2025, calling on the brand’s loyal supporters to help sustain operations and prevent the closure of its factory.

Community has always been central to Lewis’s vision, which is reflected in her creation of an equity crowdfunding model that allows customers, known as CurlMixers, to become shareholders in the company. This approach was designed to redistribute wealth, foster collective ownership, and build long-term stability through shared success. Expanding her mission even further, Lewis also introduced the brand 4C ONLY, developed specifically to serve coily hair textures that have historically been underserved in the haircare market, according to reports.

A Brand Rooted in Purpose

CurlMix didn’t begin as just another beauty line. Founded with the mission to empower people to embrace their natural curls using simple, plant-based formulas, the company has long stood for representation and economic equity. Unlike many beauty brands that outsource production overseas, CurlMix manufactures its products in its own Chicago factory—creating local jobs and investing directly in the community.

That commitment, however, comes at a cost. As inflation, supply chain disruptions, and increased operating expenses have intensified, the brand has faced mounting financial pressure. Despite strong brand loyalty and a recognizable presence in the natural hair space, CurlMix now risks closure if it can’t generate a surge of support.

The “Protect CurlMix” Campaign

Rather than quietly scaling back, CurlMix has chosen transparency. The brand has publicly shared its financial challenges and introduced the “Protect CurlMix Bundles”—a set of limited-time product offerings designed to quickly boost revenue and stabilize operations.

Among the most talked-about options are the 10-for-$10 bundle and 10-bestseller bundles, which allow customers to stock up on fan-favorite products at deeply discounted prices. These bundles aren’t just about value; they’re a call to action. Each purchase directly supports factory operations, payroll, and the continuation of in-house manufacturing.

For supporters who may not need more haircare products right now, CurlMix has also made it possible to donate directly through their website—offering a way to contribute without purchasing.

Why This Moment Matters

CurlMix’s situation is not unique, but it is emblematic. Black-owned brands often face disproportionate barriers to capital, higher borrowing costs, and fewer safety nets during economic downturns. When such brands close, the loss extends beyond products on a shelf, it affects workers, families, and local economies.

Keeping CurlMix’s Chicago factory running means preserving jobs and sustaining a model of ethical, community-centered manufacturing that is increasingly rare in the beauty industry. It also means protecting a brand that has consistently championed authenticity in an industry that has often overlooked textured hair.

The Power of Sharing

Not everyone can buy or donate and CurlMix knows that. That’s why sharing the campaign on social media is a core pillar of the effort. Visibility can translate into momentum, bringing new customers, media attention, and broader awareness to the brand’s mission.

In a digital economy, a repost, story share, or word-of-mouth recommendation can be just as powerful as a purchase. Collective action, even in small gestures, can compound into meaningful support.

A Test of Community Commerce

The CurlMix campaign is ultimately a test of whether community commerce can counterbalance economic pressure. Can loyal customers, casual fans, and values-driven consumers rally quickly enough to save a brand they believe in?

For CurlMix, the hope is yes. The brand isn’t asking for sympathy it’s offering an opportunity: to shop with purpose, to invest in local jobs, and to stand behind a Black-owned company that has spent years pouring into its community.

As consumers become more conscious of where their dollars go, CurlMix’s fight underscores a powerful truth: purchasing power is more than transactional. In moments like this, it can be transformational.

Whether through buying a bundle, making a donation, or simply sharing the story, supporting CurlMix means helping ensure that a factory stays open, workers stay employed, and a brand built on integrity gets the chance to keep going.