Beauty Store Business

JUL 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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80 July 2018 | beautystorebusiness.com Executive Q&A independent. The export of human hair boosts the economy, helping the country. Perfect Locks ethically sources hair by supporting factories who participate in auctions and fair trade. Can you explain the key differences between remy, non-remy and virgin hair? Virgin hair is the purest form of human hair, which has not been processed in any way. Remy is the term used for processed hair. Hair can be slightly processed to make it smoother or colored. The cuticles will remain intact on remy hair. Non-remy hair is technically human hair, which has been processed to rip the cuticle off. Perfect Locks only sells virgin and remy hair. What tips do you have for retailers to determine if wigs and extensions are high in quality? Don't judge the book by its cover. Hair extensions that look pretty and shiny may be non-remy hair. With natural human hair, you should always compare the root end with the tail end; they need to match in color, as the ends of human hair will be lighter in color and thinner. Another test is to rub the hair between your thumb and index finger. If the hair bunches up, it is non-remy hair. What are your top care tips for consumers to maintain their wigs and extensions? Always use high-quality, sulfate-free products to maintain your human hair extensions. Most products you find in drugstores will have chemicals that dry out the hair. The key to longevity is main- tenance and keeping the hair moisturized. Use professional stylists for installations and colorists for coloring procedures. What was the biggest challenge you faced in getting the brand up and running? As a mother of two small kids, it's always a challenge to find balance between family life and work life. The most challenging aspect was branding and marketing. What are some of your goals for Perfect Locks? I would love Perfect Locks to be a brand everybody knows when it comes to purchasing luxury hair extensions. My long-term goal is to have multiple retail locations in major metropolitan areas, creating the ultimate hair shopping experience for consumers and professionals in-store and online. What have been some of your career highlights over the years ? As a dreamer and an intuitive person, trusting my instincts to take calculated risks with various business decisions has most definitely paid off. Today we are one of the few online stores carrying a variety of high-quality hair extension products, which cater to a diverse range of people. What's the biggest lesson you've learned? My biggest lesson learned is to make the right choices when it comes to choosing team members. I am big on positive energy. Having the right team can make things click for the company; the wrong fit can be a negative hit to the company. Will you be debuting any new products in the near future? We have an amazing range of new intro- ductions lined up for this year, which is very exciting. Hair toppers for women with hair loss problems is one of our upcoming launches. You'll have to follow us on social media for sneak peaks of our other launches! Tell me how Perfect Locks gives back to the community. We have many customers with medical conditions, with cancer being a predominant condition. We feel for our customers and are happy to help them feel like themselves and regain confidence by using our products. For this reason, we believe in giving back to cancer research and have donated to various cancer research-supporting organizations. ■ GET CONNECTED! @perfectlocks @perfectlocks perfectlocks.com @perfectlocks "Perfect Locks ethically sources hair by supporting factories who participate in auctions and fair trade." Courtesy of Perfect Locks

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