We started oVertone because: We had a personal need for a product that—up until we created one—didn’t exist. Liora Dudar (fellow co-founder) and I have both had bright hair for years, and it has always faded on us. So we took matters into our own hands and concocted a product both of us had always wanted: a conditioner that would nourish our hair between dye jobs and keep it looking as vibrant as it did fresh from the salon.
Before we embarked on this, we were: in other roles. I have a chemistry background and was working for a healthcare company in Los Angeles; Liora was a feminist activist and worked as a freelance photographer in Tucson, AZ.
If we could have one “do-over” from the early years, it would be: We would have hired more people, faster. Because Liora and I bootstrapped this company, early on we were super nervous about spending money. Looking back, hiring skilled professionals—especially in the finance department—would have been something we should have jumped into with far less trepidation.
Our biggest success to date has been: The launch of our newest color conditioner, Rose Gold for Brown Hair, was a huge step toward expanding our product offerings to a wider audience. It allowed those with darker starting shades to use our product effectively, without having to pre-lighten their hair first.
As co-founders, how do you handle the business day-to-day and make decisions together?: Liora and I both agree on the core values of the company. As individuals we have similar values, but they’re not identical. Because we started oVertone together, many of our shared values became organically woven throughout the brand. We each have our strengths when it comes to the day-to-day roles we fulfill, but having that strong foundation of the “whats” and “whys” helps to align us in the decision-making process.
Carlos Flores and Mark Krieg, founders of NYC Curls, want to know how much of your time do you dedicate to social media?: An amount that I don’t want to admit [laughs]. Really, I spend probably 15 hours a week scrolling through my Instagram feed. It’s a large part of our business and the beauty space in general so, aside from social purposes, I use it as a tool to stay up-to-date on trends, influencers and industry news.
2018 will be the year that our company: Expands our brand to new consumers and unveils some exciting announcements on the horizon.