Leaving Corporate & Starting a Haircare Brand from Your Living Room, Overcoming Burnout & Transforming Life Challenges into Success with Julian Addo, Founder of Adwoa Beauty

Julian Addo is the Founder and CEO of Adwoa Beauty, an
award-winning textured hair-care brand.


Originally from Monrovia, Liberia, Julian and her family
relocated to New York in 1982. She began her career as a stylist
during her teenage years, working hard to support her family and
make ends meet. Eventually, she became a successful salon owner
but made the unexpected decision to venture into the banking
industry, leaving her salon behind.


In 2012, Julian launched her own beauty blog, Bella Kinks, as a
passion project. While maintaining her full-time corporate job,
she built relationships within the beauty industry and
established partnerships with key companies. However, it was when
Julian faced a layoff from her banking career that she saw an
opportunity for change. 


Inspired by disruptive direct-to-consumer companies like Glossier
and Warby Parker, Julian noticed a significant lack of innovation
in the natural and textured hair sector. Never in a million
years did Julian think she’d start her own brand but after many
rejections on the idea, she felt strongly to get the concept out
there. In 2017, her natural hair care line Adwoa Beauty was
born. 


In our interview with Julian, she reveals how she reignited her
passion for beauty after years in the corporate world, sharing
the step-by-step process of launching her brand without outside
funding and the realities of starting a business from her living
room. Julian how she acquired her first customers, built brand
awareness, and secured a game-changing partnership with Sephora.
We also talk about her fundraising experience, what she learned
about raising money, her plans for the next phase in her
business, and so much more.


In this episode, we’ll talk to Julia about:


* Tracing the roots of Julian's self-belief and her advice to
others for pursuing their dreams. [03:01]


* Julian talks about her family's arrival in New York, and her
reflections on this period. [08:22]


* The first job that Julian had at a salon and the lessons she
learned at a young age. [15:47]


* Work in the corporate sector and some of the benefits of
working in banking. [21:59]


* How Julian pivoted back into the beauty industry and focused on
the natural hair space. [27:27]


* Julian's natural curiosity and tendency to always ask
questions. [38:10]


* The product development and testing processes for Adwoa Beauty.
[45:53]


* Launching and distributing Adwoa Beauty products early on.
[49:50]


* How Julian aligned and partnered with Sephora. [52:29]


* Finding the right people to work with and the support that is
accessible to new brands. [56:48]


* The evolution of Julian's fundraising process. [1:02:20]


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Follow Julian:


* Website: https://www.adwoabeauty.com/


* Instagram: https://www.instagram.com/adwoabeauty/





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