Introducing Birk Creative Curated: A Celebration of Women-Owned Businesses (WBEs) in the Midwest.

Introducing Birk Creative Curated

In honor of Women’s History Month, we celebrate, via our growing database, Women-Owned Businesses in the Midwest of America that are capturing attention powerfully online on multiple platforms, just like the big brands do. To meet our criteria, the business must have a business website, a BUY button, NOT be exclusively selling on Amazon, if at all, have 100% solid pipeline to sell and ship/deliver, be a powerful example of e-commerce and headquarters must be in the midwest. Finally, the business must have a YouTube business channel, a LinkedIn profile of owner and/or business page an email newsletter subscribe ability and an Instagram profile. (Seems like a lot right? Well, in order to compete in the attention economy, businesses must adapt, and quickly.)

To kick us off, we welcome our hometown hero Curl Mix: Building a digital community, one curl at a time.

Kim Lewis ventured into the beauty world to blend her natural hair journey with her passions for education and female empowerment. After her husband/co-founder Tim won $100K on Who Want’s to be a Millionaire, they planted their seed money and CurlMix was born. The business started as a DIY subscription box for it’s signature Flaxseed Gel, but after a not-so-successful first two years, they almost shutdown until revamping to a full hair care line in 2018. Within the year, CurlMix went from $0 to $1 Million in sales. 

So how does CurlMix stand out in the sea of haircare brands? Beyond their organic, vegan and clean product range, the brand creates content across multiple platforms to build a growing community of “CurlMixers.” 

Tutorials are an internet goldmine, and CurlMix focuses on hair education to drive audience engagement through various web and social offerings. The site’s Hair Quiz helps customers curate which products are best for them, while CurlMix Rewards encourage repeat shopping, and Curlmix Connect offers a blog-style platform for self-care conversation and connection.  

The company truly diversifies on social, offering unique user experiences on each platform. With her “CurlMix University” YouTube series, Kim cleverly guides users through a 2 part haircare course across 9 chapter videos. From protective styles and co-washing to debunking moisture myths, each video builds on the last, and when you watch them all, you get a CurlMix PhD. Through IG Stories, they build anticipation and engagement through “Reveals,” slowly dropping clues on each month’s CurlMix Fresh subscription box, hinting at the surprise ingredients and fresh products while also driving subscribers. Their latest addition is CurlMix TV, a Facebook Live show featuring hair tutorials, exclusive product BTS, and Q+A's with the CurlMix Team.⁠⁠ Kim also uses TikTok to expand to a new generation of users, sharing tips and signature content like Wash-n-Go Wednesday.   

So while CurlMix is homegrown and handmade with love, the ways it taps into technology is the special ingredient to its sweeping success.

To discover and buy from amazing women-owned businesses in the Midwest of America, as handpicked by the vibrant team at Birk Creative, visit bit.ly/BirkCreativeCurated.