Tom Branna, Chief Content Officer09.10.23
Aunt Jackie’s Curls & Coils, the haircare company catering to consumers with curly, coily hair, has added a long-time L’Oréal executive with experience in the space. New VP of Brand and Marketing Monique Salas joined Aunt Jackie after spending time at L'Oréal two brands, Carol’s Daughter and Redken. While working on the Carol’s Daughter business, Salas focused on driving a three-year innovation strategy as well as operational marketing.
“It was incredible to work with Lisa Price and help bring her vision to life,” recalled Salas.
While working on Redken, Salas was involved in more traditional brand marketing role where she was responsible for the haircare category.
“Working in the professional products side of the industry was a very different experience…in a good way though!,” said Salas. “I found it very energizing to work with salon owners and hairstylists.”
“After spending the first 12 years of my career in the largest brands in their respective industries, I had an appetite to explore a more entrepreneurial setting with less red tape,” recalled Salas. “Enter Aunt Jackie’s! A brand that’s so well respected in the industry and loved by so many I was intrigued at the opportunity to help shape its future.”
Aunt Jackie’s offers a range of gels, conditioners, detanglers, moisturizers and more. Each formula contains natural oils and butters, including grapeseed, avocado, coconut and flaxseed. These essential and carrier ingredient blends provide remarkable nourishment that help keep hair looking and feeling great, according to the company. In July, Aunt Jackie’s Biotin & Rosemary Hair & Scalp Oil received Cosmopolitan’s 2023 Holy Grail Beauty Award for Best Scalp Oil.
“When looking at scalp health, we’re seeing the ‘skinification’ of hair come to life here—think scalp facials,” said Salas.
She may be biased, but Salas insists Aunt Jackie’s has some of the best formulas on the market as it relates to the curly/coily consumer.
“The formulas lead with efficacy, and you see that when you talk to our consumer. It’s tried, true and trusted. Our loyal consumers will make sure their circle knows AJ’s is the cornerstone of their routine.”
And who is the Aunt Jackie consumer?
“Aunt Jackie’s serves the Black and Brown community—all hues and gender representations,” said Salas. “we’re here for however our consumer shows up. Our passion is bringing the best products to our people.”
That focus is apparent in the Aunt Jackie product lineup which, in addition to scalp oil, includes Don’t Shrink Elongating Curling Gel, Curl La La Defining Curl Custard, Quench Moisture Intensive Leave-In Conditioner, Knot On My Watch Instant Detangling Therapy, Ice Curls Glossy Curling Jelly, Curl Boss Coconut Curling Gelée, Frizz Patrol Anti-Poof Twist & Curl Setting Mousse and Butter Créme Intensive Moisture Sealant. More formulas are on the way.
“New launches are one of my favorite aspects of the business. My team and I are VERY involved from conceptualization to execution,” said Salas. “The ability to see consumers struggling with an issue and then turnaround and create new products that make their lives easier is truly the dream.”
A dream that, for Salas, could only happen at Aunt Jackie's.
“It was incredible to work with Lisa Price and help bring her vision to life,” recalled Salas.
While working on Redken, Salas was involved in more traditional brand marketing role where she was responsible for the haircare category.
“Working in the professional products side of the industry was a very different experience…in a good way though!,” said Salas. “I found it very energizing to work with salon owners and hairstylists.”
A Start with FMCG Multinationals
Prior to joining L’Oréal, the world’s largest pure-play beauty company, Salas was at McDonald’s, the world’s largest fast-food chain.“After spending the first 12 years of my career in the largest brands in their respective industries, I had an appetite to explore a more entrepreneurial setting with less red tape,” recalled Salas. “Enter Aunt Jackie’s! A brand that’s so well respected in the industry and loved by so many I was intrigued at the opportunity to help shape its future.”
Aunt Jackie’s offers a range of gels, conditioners, detanglers, moisturizers and more. Each formula contains natural oils and butters, including grapeseed, avocado, coconut and flaxseed. These essential and carrier ingredient blends provide remarkable nourishment that help keep hair looking and feeling great, according to the company. In July, Aunt Jackie’s Biotin & Rosemary Hair & Scalp Oil received Cosmopolitan’s 2023 Holy Grail Beauty Award for Best Scalp Oil.
What's Driving Haircare Trends?
According to Salas, today’s haircare formulators focus on innovating around repair, growth, and scalp health. When you look at repair, it’s a more molecular, scientifically-grounded approach, she said.“When looking at scalp health, we’re seeing the ‘skinification’ of hair come to life here—think scalp facials,” said Salas.
She may be biased, but Salas insists Aunt Jackie’s has some of the best formulas on the market as it relates to the curly/coily consumer.
“The formulas lead with efficacy, and you see that when you talk to our consumer. It’s tried, true and trusted. Our loyal consumers will make sure their circle knows AJ’s is the cornerstone of their routine.”
And who is the Aunt Jackie consumer?
“Aunt Jackie’s serves the Black and Brown community—all hues and gender representations,” said Salas. “we’re here for however our consumer shows up. Our passion is bringing the best products to our people.”
That focus is apparent in the Aunt Jackie product lineup which, in addition to scalp oil, includes Don’t Shrink Elongating Curling Gel, Curl La La Defining Curl Custard, Quench Moisture Intensive Leave-In Conditioner, Knot On My Watch Instant Detangling Therapy, Ice Curls Glossy Curling Jelly, Curl Boss Coconut Curling Gelée, Frizz Patrol Anti-Poof Twist & Curl Setting Mousse and Butter Créme Intensive Moisture Sealant. More formulas are on the way.
“New launches are one of my favorite aspects of the business. My team and I are VERY involved from conceptualization to execution,” said Salas. “The ability to see consumers struggling with an issue and then turnaround and create new products that make their lives easier is truly the dream.”
A dream that, for Salas, could only happen at Aunt Jackie's.