Jasmine Curtis
Founder of AVOCURL
Established: 2016 | Number of employees: 3
Website: avocurl.com | Instagram: @avocurl // Facebook: facebook.com/AVOCURL
“AVOCURL elevates the industry standard for nontoxic, avocado-infused hair products by only using the best ingredients for your hair and scalp. We are committed to feeding your curls, coils, locs and waves using nature as our kitchen.”
Why did you decide to start AVOCURL?
Over 60% of cosmetic products are toxic. According to a study conducted by The Environmental Working Group, that number is even higher for products targeted specifically at Black women, at over 75%. Not only that—the cosmetic industry in the U.S. does not require many of these ingredients to appear on product labels.
Around the same time that I learned about these shocking statistics, my own hair was falling out. I bought so many products, but none of them worked. So, in my dorm room at Cornell University, I experimented with edible ingredients like avocado and banana to create my own products, and AVOCURL was born.
What has been your most impactful interaction with ICA, and why?
Connecting with other business owners in the program made the experience invaluable, because I've created relationships with people who are passionate, driven, and about their business too! It's important to have a community of peers like that who you can collaborate with and continue to learn from.
Also, I'm super grateful for the mentorship and dedication of ICA’s Director of Programs, Caron Gugssa-Howard, and everyone on the ICA team who has been holding our group together with their dedication, support and thoughtfulness during and after the program.
What’s your best piece of advice for aspiring entrepreneurs?
Do your best not to take anything personal. You have to develop the emotional and mental fortitude to prioritize persistence and discipline so that no matter what, you figure out a way to accomplish your goals. Challenges come up and things don't always go as planned, but don't let those things distract you from your purpose.
How do you envision AVOCURL contributing to a more equitable small business ecosystem?
Our long-term vision is to not only elevate standards for quality products within the beauty industry, but to also establish more meaningful and just relationships within our supply chain. We want to change the way the industry has prioritized profits over people, and shine a light on the ways in which our everyday products affect our health, environment, and communities who grow and harvest popular ingredients, like avocados.
