Black-owned haircare brand CurlMix narrowly avoided closure in late 2025 thanks to a dramatic show of support from its community, and Founder Kim Lewis says that rally may have saved the company’s future.
In November 2025, Lewis revealed that CurlMix, a natural and textured haircare line based in Chicago, was facing one of the toughest periods in its decade-long history. With rising tariffs, increased ingredient costs, and shipping delays, the company had been operating with a drastically reduced team, shrinking from 40 employees to just 14, and was struggling to stay afloat. Lewis shared that the year had been “the most difficult in business,” even more challenging than the early days of the pandemic.
To keep the brand alive, Lewis launched the #ProtectCurlMix campaign, asking supporters to help reach a goal of 20,000 orders within 60 days. The campaign centered on a specially priced bundle of CurlMix’s best-selling products, including flaxseed gels, curl creams, and leave-in conditioners, which would generate crucial revenue for the company. The plea resonated across social media, mobilizing fans, customers, and beauty advocates to rally behind the brand.
By early January 2026, the goal was met, and CurlMix reached the 20,000-order mark, effectively keeping the business operational. Lewis celebrated the milestone by revealing that the community support had helped the brand pay off roughly $500,000 in debt and provided a much-needed boost in operating capital. This infusion of funds allowed CurlMix not only to stabilize its cash flow but also to add four new jobs, offering renewed hope for growth and resilience.
Despite the successful campaign, Lewis has been candid that this victory is just one step in a longer journey. The brand still needs to build stronger financial self-sufficiency, improve shipping times, and prepare for future demand, including an ambitious target of 100,000 orders in 2026.
CurlMix’s story highlights the power of community support in sustaining independent, Black-owned businesses in a competitive industry. Through direct customer involvement and unwavering brand loyalty, the company transformed what could have been a closing chapter into a new beginning, proving that when a community shows up, it can make all the difference.
