This Black-Owned Beauty Brand Just Won $15K & Distribution In Sally Beauty

Juices & Botanics founder Whitney Eaddy is one of two winners of Sally Beauty’s Cultivate program. The Black-owned beauty brand offers up a proprietary process mixing up humectants, proteins, and silk amino acids to help improve the hair’s absorption of water and nutrients.

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“As a professional hairstylist and salon owner, I’ve always connected with Sally Beauty through my own personal hair journey and my clients,” said Eaddy in a recent press release. “Being part of the Cultivate program is a full-circle moment for me since I am originally from Denton, Tex., where Sally Beauty’s headquarters is located. This partnership will give more people with textured hair access to the Juices & Botanics line of leading-edge products to support a healthy natural hair journey, and I couldn’t be more excited.”

LUXXI founder Jasmine Shamberger joined Eaddy as the second winner. Her brand features salon-quality press-on nails that are vegan and cruelty-free.

Now, it’s in its third year, the Cultivate initiative kicked off with a four-week beauty brand bootcamp, with its final pitch winners each set to receive distribution at Sally Beauty beginning January 2023, $15K in funding, and a 12-month mentorship.

Sally Beauty was the first national beauty retailer to give Black-founded brands like Mielle Organics and The Mane Choice in-store distribution.

“We are always looking for new, original products to bring to our consumers looking for pro-quality products at an affordable price. In doing that, we are committed to filling gaps in the market and building new brands by giving them the support and the retail opportunities they need to reach new levels of success,” said Maryann Herskowitz, Group Vice President of Merchandising, Sally Beauty.

“Coming out of the selection process, we identified incredible entrepreneurs with breakthrough products that we knew would help consumers better care for their hair and express themselves through nail art,” she continued. “We look forward to watching their businesses grow.”

For more information about the Cultivate winners, please visit sallybeauty.com/cultivate.