Curls is gearing up for its next phase of growth by entering into a strategic partnership with Beauty By Imagination (BBI), parent company to leading hair care brands such as WetBrush, Goody, Ouidad and Bio Ionic. The brand’s founder, Mahisha Dellinger, will remain at the helms as majority and controlling owner, while joining BBI’s Board of Directors. According to CEW’s Indie26 Report, Curls, which is sold at mass market retailers, generated between $10 million and $20 million in sales in 2019.

“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 Mahisha. “Our values are aligned, and they wholeheartedly support my vision to bring more innovation and inspiration to an ever-growing Curls community.”

The collaboration will help Curls expand its product offerings nationwide, while extending its reach across all distribution channels. 

“By leveraging BBI’s omni-channel sales platform, Curls will benefit from our vertically-integrated supply chain resources, bringing the brand to more consumers while enabling Mahisha to focus additional time on product innovation, leadership and inspiration,” said said BBI Co-CEO Gary Dailey. “Mahisha will continue to oversee Curls’ product formulas and product development, with BBI by her side to optimize operations, logistics and sales.”

Additionally, BBI will help increase brand awareness, product accessibility and innovation, as well as help Mahisha expand upon her give-back programs with the goal of helping 25,000 Black female-owned businesses.

Francesca Raminella, co-CEO of BBI said, “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. The BBI family is thrilled to welcome Mahisha and support her in realizing the next chapter of success for Curls.”