Cora Miller took matters into her own hands to fill a gap in the textured hair care industry.
Miller sought natural hair care products designed for boys and men to manage her young son’s curls and coils. To her surprise, the first-time parent discovered a lack of textured hair care products for Black males.
“There was not anything I felt my son could see himself in, and that bothered me,” Miller said over Zoom.
Her unsuccessful attempts to locate the necessary hair tools to style her newborn’s hair lasted nearly two years. Miller’s frustrations fueled her desire to find a solution that met not only her son’s needs but also those of Black and brown communities.
“I firmly believe in representation,” Miller said. “It’s so important for our young men to see themselves on shelves, in places and spaces where they are normally not included.”
To combat the hair care industry’s deficiency, Miller created “Young King” hair care with her husband in December 2019. Since its initial start as an online shop, the company has expanded onto the shelves of Target, Walmart, and CVS stores nationwide. The plant-based brand features conditioners, shampoo, curling cream, oils, and various products, including items for customers with locs and twists.
Young King hair care stemmed from Miller’s quest to fulfill a demand that impacted her and other parents with sons who have textured hair. Now, the business owner recognizes that the Young King brand’s purpose is bigger than serving as a bridge to close the gap.
Image Source: @youngkinghaircare
The intentionality behind Young King sets it apart from the available male hair products. Its clean, plant-based ingredients are specifically crafted and blended to hydrate textured hair. Free from sulfates, parabens, and other harmful elements, its natural ingredients add an extra layer of safety that also makes it useful for babies.
While Young King hair care’s physical components are a standout feature, the brand’s mission makes it resonate among customers. Miller seeks to flip the narrative of the unworthiness that society places on young Black boys. Young King also serves as a hair care tool that instills confidence by providing healthy hair, flawless curls, and growth results.
As young boys and men use these products to enhance their appearance, their self-love amplifies in return as they see a reflection of themselves to take pride in. In an industry typically geared towards women, Miller redefines traditional beauty standards by carving out space for young boys and men to be represented in hair care.
“That notion of ‘when you look good, you feel good’ is traditionally associated with feminine and feminine beauty,” Miller said. “We don’t talk about that enough with young men or what self-care looks like for them…We’re trying to change that narrative to ensure our boys and young men understand and can own their self-care journey.”
Striving to redefine male grooming is a pursuit that Miller unknowingly has been preparing for before becoming a full-time entrepreneur.
Before becoming a first-time businesswoman, Miller had a corporate background in social responsibility and impact. The skills she gained from her previous career, combined with her husband’s marketing experience, led the power couple to also develop online and in-person experiences for buyers to deepen their connection with “Young King” hair care beyond only purchasing products.
“Learning how to love and pour into yourself is a confidence builder,” Miller said. You can do that by having tools, resources, and products that speak to you and affirm who you are as a person.”
Young King also provides educational content to help parents understand how to manage natural hair and then teach those lessons to their sons.
“Not only do we speak to boys and young men and help them on their journey, but we also speak directly to moms and parents,” Miller said. “Sometimes, that gap in education does not translate to the boys because parents don’t always know what to do or what that self-care journey looks like for them.”
Hair guides are available on the brand’s blog and Instagram account and teach customers how to use their products. Miller also sends newsletters that feature natural hair tutorials and hosts pop-up events where she and her husband engage with parents about textured hair and recommend certain Young King hair products for customers.
Image Source: @youngkinghaircare
Miller has seen immense growth with Young King despite its early challenges.
Launching only three months before the COVID-19 pandemic, Miller had no idea of the difficulties ahead of her. Due to the worldwide shutdown, establishing a community as a new brand and supply chain issues were the entrepreneurs’ most significant problems.
Still, Miller and her husband persisted with building Young King because they knew the brand’s purpose was bigger than the adversities they initially encountered.
Young King has flourished since its start and has cultivated a community on a national scale.
Image Source: @youngkinghaircare
In 2022, the brand partnered with Marvel to distribute a limited collection of products inspired by the film, “Black Panther: Wakanda Forever.” That following year, the entrepreneurs appeared on the ABC show “Shark Tank,” but their dissatisfaction with the investors’ deals led to Miller and her husband rejecting their offers.
Although the last few years have been a whirlwind experience for Miller as a first-time business owner, her perseverance is anchored in the legacy that Miller and her husband are cementing for their children.
As Young King reaches its five-year mark, the dedication and commitment behind redefining male grooming remain at the forefront of the entrepreneurs’ industry-changing pursuits.
“We can change the narrative and make beauty inclusive for young men of color,” Miller said.
Are you ready to shop these empowering products for young boys? Check out their newest LOC’D IN collection which debuted this month for braids, twists, and locs.
