Solution

Naturaz is on a mission to tackle this public health crisis by formulating effective and safe hair care products for women and and their families. Naturaz’s product offering ranges from cleansing, moisturizing to styling, while making more than ten claims to demonstrate its commitment to good quality, healthy hair care products.

The Naturaz product line is 100% vegan and is made with plant-based ingredients like coconut oil, aloe vera, palm fruit oil, argan oil, shea butter and more. It is formulated to address hair dryness, breakage, thinning, frizz and hair loss, that collectively affect more than 60% of women worldwide. Naturaz’s natural and organic formulas are scientifically researched and balanced to soften, strengthen and support hair growth while keeping your body healthy.

Product / service

Naturaz formulas are comprised of well researched ingredients that are scientifically combined to deliver lasting moisture for softness, improvement of and manageability of hair. By using Naturaz products, customers can avoid toxic ingredients, harsh hair grooming products and styling practices because their hair will be a lot easier to manage and keep healthy.
Naturaz has Seven SKU’s that are fully developed, available in the market and ready for manufacturing scale up.

• 3-in-1 Conditioning Shampoo, sulfate free, non-foaming, non-stripping, cleanser
• Hair & Scalp Moisturizer, a nourishing scalp and hair treatment that softens, repairs & improves texture
• Rehydrating Mist & Detangler, a light weight, highly moisturizing detangler that sustains moisture in hair
• Curl Defining Gel & Curl Defining Cream to eliminate frizz, deliver shine and define curls
• Moisture Burst System for Tight Curls & Coils which delivers lasting moisture and softness
• Moisture Burst System for Wavy & Loose Curls which delivers softness, eliminates frizz and defines curls

Projected impact

Naturaz is a clean beauty and environmentally conscious brand. We are seeing rising rates of diseases like cancer and female reproductive problems that can be contributed to by imbalances in the female hormone estrogen. Many products in the market are formulated with ingredients that are known to be toxic like heavy metals, endocrine disruptors (like parabens), carcinogens (like formaldehyde forming preservatives), fire retardants, developmental toxins and more. Naturaz formulates effective hair care products using safe and effective ingredients.  We focus on Natural and ogranic ingredients to create our formulas so that our products nourish the hair and scalp. By converting to Naturaz products, consumers reduce the toxins that they are exposed to which can over time contribute to disease.  

Theory of change

We can measure impact in the short and long term by:

- Reducing the number of toxins that consumers are exposed to in cosmetics.  The more consumers that we can convert to using Naturaz products, the higher the health related impact in the community.

- Educating consumers on  healthy beauty practices and how to select products that don't add to their toxic load. 

- Package our formulas in recyclable Polyethylene terephthalate (PET) which is a highly recyclable plastic resin and a form of polyester. We include a recycle graphic on our labels to encourage our clients to recycle their bottles and not contribute to pollution by sending them to a landfill. The use of recycled PET in place of virgin resin typically results in reduced energy consumption, lower costs, and reduced environmental impact.

- Continuing to identiy bio-degradable or sustainable packaging options. 

Traction

Naturaz is experiencing strong multi-channel traction, anchored by its upcoming launch in H-E-B—one of Texas’s largest grocers with over 430 stores and 8.1 million weekly shoppers—representing a $2M–$4M annual growth opportunity and a gateway to thousands of retail doors nationwide. Early retail traction includes placement in 150+ TJX stores (TJ Maxx, Marshalls, Winners), ShopRite locations in NY and NJ and independent beauty supply stores. On Amazon, Naturaz is growing rapidly with 30% month-over-month growth, driven by its hero product, the Rehydrating Mist & Detangler. This traction reflects rising demand for clean, science-backed alternatives.

Investors

Profile Image	Name	Organization	Investor Type	Funding Amount	Date
		Bucks County Industrial Development Authority	Debt	125000 USD
		Ben Franklin Technology Partners	Debt	50000 USD
		JVS Philadelphia Fund for Women	Grant	50000 USD
		Individual Investor (Investors Circle)	Debt	50000 USD
		Raynier Seed Fund	Equity	25000 USD
		Philadelphia Community Impact Fund	Equity	300000 USD
		JVS Philadelphia Fund for Women	Grant	50000 USD

Business model

We’ve initially focused on selling Naturaz products online to give us more control over customer data, obtain higher margins and evaluate customer purchasing behavior.  Based on this information, we have determined that to scale rapidly, we will pursue volume buys from retailers like TJX Companies, Target and others.  Both the online and retail channels complement one another, and marketing activities will support growth in both channels with the retail channel growing faster than the online channel. 

Market & competition

The addressable textured hair care market opportunity in the United States is $12 billion and $90 billion globally. Over 60% of people in the U.S. have wavy or curly hair which nets Naturaz an addressable textured hair care market of $7 Bn. In addition to this, the clean beauty industry is a rapidly growing segment with well informed consumers demanding effective natural, organic and non-toxic products. The interest in natural ingredient-based products will be a growth leader in this segment for years to come.

Key competitors in the market incude Briogeo, Ouidad, Shea Moisture, Miele & Carol’s Daughter.  These companies are well capitalized and have a plethora of product offerings for a wide audience. Naturaz distinguishes itself from its competition by:

• Taking the guess work out of hair care by selling a 100% vegan, three step system that delivers and sustain 3X more moisture in hair versus selling a collection of individual products which may not work together optimally when combined.
• Being a clean beauty brand that makes more than ten claims to demonstrate the quality of ingredients used and the safety of the products for the customers health and wellbeing. 
• Using disruptive packaging to stand out on shelves in both multicultural and clean beauty aisles as well as online.

Vision & strategy

Naturaz sits at the intersection of health and beauty and our vision is to make high quality, effective and healthy textured hair care products available and affordable to the masses.

We plan on acquiring market share by securing volume buys from retailers like TJX, Independent Beauty Stores, Target, Walmart, Ulta and more. We shall integrate online and retail channels to reach our customers where they shop.

We will exhibit at beauty and natural product tradeshows like COSMOPROF & Natural Products Expo East to meet buyers & secure sales. Retail and online channels feed off of each other, so we shall run online search, advertising and influencer campaigns to create demand and drive traffic to both distribution channels to scale sales revenue.

Risks