Story
Challenge
Challenge
Monetizing a viral dreadlock content page without losing authenticity; understanding product needs of the loc community; maintaining content quality while launching e-commerce.
Solution
Solution
Community-first product development via polls; merch inspired by community catchphrases; continued free styling content as marketing; print-on-demand apparel; in-house hair accessories; brand collaborations; UGC campaigns.
Result
Result
148K+ Instagram followers; thousands of merch sold (tees, hoodies, beanies, art prints); viral UGC hashtag #GoodLocDay; sell-outs on new combs; featured in Naturally You magazine; strong community engagement.