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CurlMix: The Chicago Haircare Disruptor
How a $2.8M brand built a community-first empire with no VC funding
While DTC haircare brands chase VC funding and algorithmic growth, CurlMix built a $2.8M empire on Chicago's South Side by solving a community problem first. This isn't just haircare—it's a masterclass in authentic brand building.
"They didn't build for investors—they built for their community, and the community repaid them with loyalty."
Community-First, Always
CurlMix's 54% direct traffic rate is staggering for a DTC brand. This isn't accidental—it's the result of building a cult following through TikTok, Instagram, and YouTube where founder Kimberly Lewis personally engages with customers. Their 128K monthly visitors aren't just shopping; they're joining a movement that started on Chicago's South Side.
The No-VC Growth Story
Without a single dollar of reported funding, CurlMix hit $2.8M in revenue with just 20 employees. That's $140K per employee—extraordinary efficiency compared to VC-backed competitors burning through capital. Their secret? A '21-day curl mastery guarantee' that turns customers into evangelists.
The tech stack reveals their scrappy, modern approach: Shopify's backbone (via myshopify.com), Tailwind CSS for rapid UI development, and PWA capabilities for mobile-first shopping. They're not over-engineering—they're optimizing for conversion and community.
- Authentic community building: 54% direct traffic proves brand loyalty
- Strategic platform presence: Active on 6 social channels, not just Instagram
- Guarantee-driven conversion: '21 days or free' removes purchase risk
- Chicago authenticity: South Side story differentiates from coastal competitors
The Proof is in the Performance
CurlMix proves you don't need Silicon Valley to build a million-dollar brand—you just need a real community and a product that works.
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CurlMix l Fresh Small Batch Handmade Haircare Made in Chicago
We built CurlMix on the South Side of Chicago to create safe, natural products made for our community.
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Reviews (4)
Curlmix is a scam. DO NOT BUY FROM THEM.
Curlmix is a scam. O not buy from them. They will take your money and not ship te product. They give you the eyn around and keep saying the reason my order hasn't shipped is because they have a lot of orders and there are product delays. I ordered 6 weeks ago and still have not gotten my items. I see why they are going out of business. They area deceptive and unprofessional business. If this is how they run a business, they should be ashamed of themselves.
Curlmix wash and go - hair loss.
I just started using Curlmix wash and go product. After using the wash and go shampoo and the wash and go conditioner my scrap started burning. I rinsed my hair each time. So I added the moisturizer but then noticed my hair was falling out. I have discontinued using the product. I will return the product to the company where it was ordered.
I don’t know what products they use
I don’t know what products they use, but it made my hair fall out!!! I’m trying to figure out how to send pictures!!!
Disheartened
It is with a heavy heart that I am writing this review. As a customer of Curl Mix, I have celebrated their success from Shark Tank to Who Wants to be a Millionaire to now their stock investment opportunity. Unfortunately, recently I experienced merchant false advertising and sales fraud which have devastated my support. Their website advertised “Buy One Get One Free” of their curl mix products and obtain a free serum with $50 purchase. I took pictures of the offers for documentation purposes just to ensure I read all the fine prints. To my displeasure, the order did not include Buy One Get One Free nor the free serum. Instead, I am being fully charged with ZERO free products. Assuming this was a simple mistake to easily be corrected. I reached out to Curl Mix Customer Service and left 3 voice mail messages on 11/18, 11/19 and 20. Additionally, I followed up with emails to their info email address. To my dismay, all messages were met with condescending responses NOT resolving the issues and basically, telling me there is nothing they can do. As a result, I am: 1. Cancelling my existing recurring order membership that I have had for over 3 years. 2. Returning the order placed that was fraudulent in more ways than one. 3. Filing an FTC and Office of Consumer Affairs complaint and 4. Leaving this review. As a fellow woman of color who is super supportive of other underrepresented-business owned merchants, it is disheartening to have made so many attempts as a customer to resolve these issues amicably and only to be met with lack luster responses. Hopefully the owners read this review and care enough to review their internal processes for positive customer experience changes.
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About curlmix.com
We built CurlMix on the South Side of Chicago to create safe, natural products made for our community.
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Technology Stack
curlmix.com uses 26 technologies across their website including AudioEye, Font Awesome, Google Fonts, hCaptcha, HSTS, and more.
Accessibility
AudioEye
Fonts
Font Awesome, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
Cloud & Hosting
AWS CloudFront, Cloudflare
Email Marketing
Klaviyo
Traffic & Audience
curlmix.com receives approximately 128.9K monthly visitors and ranks #297,983 globally. The website has a bounce rate of 53% with visitors viewing an average of 2.4 pages per visit. Users spend an average of 2:08 on the site.
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