Tom Branna, Editorial Director02.15.21
Consumers with textured hair make up a growing portion of the global population, but they remain underserved when it comes to products and advice.
Enter Carra, a beauty-tech platform designed to help these underserved consumers find the products to match their hair care needs. The company was founded by Winnie Awa, who began her career at IBM, before moving into fashion and cosmetics at such well-known companies at Net-a-Porter and LVMH.
While working with some of the biggest names in beauty, Awa started Antidote Street, an e-commerce platform for textured hair. The site's popularity led to the creation of Carra (which means "beloved one" when written with one "r"), a site that embraces the beauty of textured hair.
Users fill out a questionnaire, send in a photo of their hair and Carra connects them to a hair care expert who can recommend products and regimens.
Users fill out a questionnaire, send in a photo of their hair and Carra connects them to a hair care expert who can recommend products and regimens.