"The team at Pendulum Holdings is “excited to see the adwoa team enhance the brand’s digital and in-store presence with the growth capital provided by Pendulum,” Pendulum Holdings managing director Ron Mackey said in a statement.
"Beauty has always been my entire life. I grew up in Staten Island, NY, and I came to this country when I was 2 years old as I was actually born in West Africa, Liberia. Beauty was all around me growing up in the inner cities of New York."
I wanted to make sure they understand the language for the customer and make sure they connect with the customer in an authentic way, and not in a way that just checks the boxes. I’m very protective of Adwoa Beauty and my community, and Sephora understood that.
For one, Adwoa recently opened a showroom—not a shop with rows of product on shelves like any old store in a mall—but a cavernous gallery space with the brand’s small line of product displayed on white blocks like pieces of testable art.
This made styling afterward so much easier and I didn’t feel the need to rehydrate frequently during the week.
Founded in October 2017, Adwoa is a socially conscious lifestyle beauty brand that creates products for curly and kinky hair types.
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