Innovation

The innovation is ensuring healthy lives and promoting well-being for all at all ages. The products that Alikay Naturals is manufacturing contains all natural and organic ingredients. The innovation emerged around 2007, as one of the very first YouTube Vloggers, when the founder decided for hair health reasons to go “natural” that she was going to forgo products that contained chemicals. With the support of her mother, who was her inspiration to go natural, and her devoted husband she embarked on the journey to stop chemically damaging her hair.

Rochelle made the decision to use herself as the “test dummy” the first year of this experience. She was educating herself and getting to know hair and hair types as well as the uses of natural ingredients. Most of the products she used during the first were filled with false promises and filled with chemicals concealed under fancy names. In 2008 Rochelle had to cut her hair again. Back to the drawing board, she went to dig deep into natural hair care and the ingredients. At the time Rochelle was unable to find products to meet her hair care needs. As a result, Alikay Naturals was born. She used books her grandmother used to use when she grew up in Jamaica and came up with formulas to help her hair grow and maintain the health.

“If you’re going to envy someone for anything ENVY their work ethic," said Demond Campbell. The couple has made this a family business and is thriving because of their work ethic. Full-time mother, entrepreneur, socialite, wife, etc. Rochelle Graham-Campbell makes this look so easy, but it is because of the determination, time, money, sweat, tears, sleepless nights, long days, and energy she has invested that made her and her business so successful. Her products are on the shelves at Sally’s beauty supplies, Target, Bed Bath and Beyond, Rite Aid, Kroger, independent groceries, Publix, and CVS.Graham mentioned they turned down Wal-Mart because they did not fit in with the luxury lifestyle they are providing for their consumers. By turning down Wal-Mart it shows regardless of the financial gain, Graham is remaining true to herself and her consumers. Graham made the decision to provide beauty without compromise for all and that includes not compromising on her promises to herself and her consumers.

During the time Rochelle penetrated the industry there was a shift happening with the naturalist movement. With one hundred dollars and support from her family, Alikay Naturals was born. Before the shift in the movement, only legacy brands were being sold in the leading retailers. When the change happened, it opened up several opportunities for a family owned, mom and pop, and grass roots business to enter the market through various formats.

Inspiration

At the start of her natural hair journey, Graham damaged her hair with harsh products and coloring. She had to cut her damaged hair and begin the search for healthy, natural hair products. During her search, she discovered that most of the products on the market contained harsh chemicals. Graham decided to make her products to achieve her healthy hair goals. She created products that had the best moisturizing, natural ingredients inspired by her Jamaican roots. Initially, she created products for herself, but Graham’s YouTube followers noticed that her hair was healthy and was growing; they too struggled with finding the right products and wanted to try the products she used in her videos. She now has now over one hundred thousand followers waiting and anticipating new products, new hair, and skin care tips, and events she will be hosting or speaking engagements she has booked. Graham is hands on in all aspects of the business.

She has modeled to her staff that getting your hands dirty is the way to get things done. She works the business end while her husband Demond works the manufacturing end of the firm. Graham is consumer focus and environmentally friendly that they decided before the overwhelming success of the business that they would not compromise the integrity of their product. As a result of that promise they manufacture the products locally in a 6,500 square foot manufacturing facility. By taking this environment-friendly way of life Graham is not only ensuring a healthy living for all, but she is also reducing her carbon footprint. No aspects of the business have been outsourced.

“You have to sacrifice. It may mean you can’t dress cute; you may not be able to go out with friends; you may not have the best of the best, but those are material things. Sacrifice, for what your end goal is,” she says. The motivation initially was not about making money or even turning this into a business. The promise is to provide consumers with an all-natural product that maintains healthy hair, and that will become a way of life.

Overall impact

I first came across this product through a friend and eventually came to do business directly with the founder and CEO of the company, Rochelle Graham-Campbell. Through my personal experience working with her and now conducting this research into the empire she has built, I have learned how resilient she truly is. During the interview through the various probing questions, I understood how driven and determined she was and still is able to get her product out there to educate others about taking chemicals out of their daily hair and skin beauty routines. I admire the fact that she used herself as the guinea pig before introducing it to the public. The business has evolved into more than just hair care. Rochelle has positioned the business in such a strategic manner where she was able to penetrate the bath and beauty aspect of the industry. The brand has evolved into a global luxury lifestyle brand for everyone. Alikay Naturals are not just a product, it is a way of life.

Business benefit

During the time Rochelle penetrated the industry there was a shift happening with the naturalist movement. With one hundred dollars and support from her family Alikay Naturals (Alikay is the founder name) was born. Before the shift in the movement, only legacy brands were being sold in the leading retailers. When the change happened, it opened up several opportunities for a family owned, mom and pop, and grass roots business to enter the market through various formats. Now the legacy brands are redefining their business to keep up with companies like Alikay Naturals. The legacy brands are so far up on the ladder that they are out of tune with the end consumers as a result of this disconnect they have to lose market share and is now backtracking to keep up. This is truly a rag to riches story. Graham and her husband are DEBT free. When they first started, they bootstrapped all the earned income was poured back into the business. This is truly a self-made, self-motivated, and self-determined individual.

Social and environmental benefit

The impact this product has had on the local and international market has been only the works of God. It seems as if everything aligned so that we could enter the hair care market. Since there was a lack of all natural hair care product when Alikay Naturals enter the market, the support was tremendous. At first, it was something that we were selling out of our home. Rochelle would make these YouTube tutorial videos on a hairstyle and show off the products she used which were hers and they were homemade. Once we got big, enough we opened up a storefront and built our online presence through our website and various social media channels. The products cater to all types of individuals no matter the hair type or texture. The products can be utilized by both men and women of all race. The evidence is in the fact that they have a 33 percent growth every year. Rochelle was able to expand her empire further with several other brands: Be Fabulous salon, Alikay, Blackonxy77, Rochelle Alikay, Mogul University, and she co-founded Rise it’s a women empowerment initiative she founded alongside Angelo Walker. Be Fabulous salon and spa came about because Graham wanted to provide an upscale eco-friendly facility for consumers to come and pampered. Provide a place of naturalist to come and get different beauty options while still catering everyone. The short- term effect seems that we have gotten individuals to at least consider going natural and letting go of the chemicals they are using that are doing more damage than good. On the flip size the millions of followers we have from various social media and using products that do not cause harm to the environment or the persons using it. Our products are safe enough to use on infant children. “Be careful giving others control of your destiny. They will steer you in the wrong direction and then scold you for taking a wrong turn. You should be the master of your life and future let God be your only driver who you trust entirely to lead you” in the words of Rochelle Alikay. “Surround yourself with great people, do it for the right reasons, and be committed! A dream without a goal is just going to float. Start with what you have now, and be committed. If you are working a full-time job now, dedicate four hours or a set amount of time that you are going to commit. You need to hold yourself responsible and don’t give up. When people say no, take it as a not yet.” Rochelle established Alikay Cares Foundation in 2015. Alikay Cares have global and local initiatives which focus on giving back and making the world a slightly better place. Currently, Alikay Cares will be doing free hairstyles and haircuts for school aged kids, they feed the homeless and pass out toys during Christmas. Now, they are working with schools in Jamaica, and although the government has been giving them problems, they will not lose hope and continue to make great strides to providing education supplies for the girl’s school. When Rochelle isn’t wrapped up in business, she carves time out to mentor young girls.

Interview

Rochelle Graham-Campbell, Founder/CEO