Christine Esposito, Managing Editor03.15.21
Curls founder Mahisha Dellinger has entered into a partnership and collaboration with Beauty by Imagination (BBI), parent to WetBrush, Goody and Ouidad. Dellinger will remain the majority and controlling owner, while continuing to lead the brand. She will also join BBI’s board of directors.
With BBI's strategic partnership, Dellinger says will be able to rapidly increase brand awareness, product accessibility and innovation, as well as expand the brand's community give-back programs focused on developing the next generation of female black entrepreneurs.
"After 19 years building and leading the Curls brand, I have chosen to partner with Beauty by Imagination because their investment, resources and expertise will accelerate our growth,” said Dellinger. “Our values are aligned, and they wholeheartedly support my vision to bring more innovation and inspiration to an ever-growing CURLS community. This is an exciting new chapter for CurListas everywhere - longtime customers, and those who will discover us soon!"
Francesca Raminella, co-CEO of BBI, said the two firms recognized a “unique opportunity to join forces in a strategic partnership.
“Curls is a perfect fit for our strategy because we look for ‘founder’ brands with category authority in hair; strong, authentic customer engagement; and high-performance formulas,” Raminella added.
BBI is a portfolio company of ACON Investments, L.L.C.
With BBI's strategic partnership, Dellinger says will be able to rapidly increase brand awareness, product accessibility and innovation, as well as expand the brand's community give-back programs focused on developing the next generation of female black entrepreneurs.
"After 19 years building and leading the Curls brand, I have chosen to partner with Beauty by Imagination because their investment, resources and expertise will accelerate our growth,” said Dellinger. “Our values are aligned, and they wholeheartedly support my vision to bring more innovation and inspiration to an ever-growing CURLS community. This is an exciting new chapter for CurListas everywhere - longtime customers, and those who will discover us soon!"
Francesca Raminella, co-CEO of BBI, said the two firms recognized a “unique opportunity to join forces in a strategic partnership.
“Curls is a perfect fit for our strategy because we look for ‘founder’ brands with category authority in hair; strong, authentic customer engagement; and high-performance formulas,” Raminella added.
BBI is a portfolio company of ACON Investments, L.L.C.