Monique Little founded You Go Natural (YGN) in 2016 with a mission to provide solutions for protecting textured hair while offering stylish and functional headwear options. What began as a small-scale operation in her mother’s living room with a single sewing machine has blossomed into a thriving business with an 8,000-square-foot production facility in East Dallas.
Monique’s vision for YGN stemmed from her own experiences and the lack of suitable products catering to the unique needs of individuals with curly, coily, and kinky hair types. Recognizing this gap in the market, she took it upon herself to create a line of high-quality hair accessories designed specifically for textured hair.
As the business grew, Monique’s brother, David Dundas, joined the company as Chief Operating Officer (COO), playing a crucial role in expanding and managing the operations. Together, they have built a successful enterprise that has garnered recognition from various reputable organizations.
Monique Little’s accomplishments have been acknowledged with her inclusion in the Dallas Business Journal’s 40 under 40 – 2022 class and the Forbes Next 1000 list. These accolades highlight her entrepreneurial spirit and the positive impact YGN has had on the hair care industry.
Innovative Product Line for Textured Hair
YGN’s product line is diverse, offering a range of options including headwraps, turbans, headbands, durags, and scrunchies. These products are meticulously crafted with high-quality materials, such as satin, which helps prevent hair breakage and frizz – a common concern for individuals with textured hair.
The headwraps and turbans are designed to be both stylish and functional, catering to various hair types and styles. Whether for everyday wear, special occasions, or active lifestyles, YGN’s products provide comfortable and practical solutions for managing textured hair.
Inclusivity is at the forefront of YGN’s philosophy, with products available for both men and women, accommodating different preferences and occasions. Popular items include the Ribbed V2 Halo Turban, Velvet Halo Turbans, Active Halo Turban, Onyx Swim Turban, and T-shirt buns.
Customers can conveniently purchase YGN’s products through their official website, Amazon, and at retail locations such as Target and Urban Outfitters. One of their standout products, the swim turban, went viral on TikTok, garnering nearly 10 million views and resulting in thousands of units sold.
YGN’s commitment to quality and customer satisfaction is evident in the attention to detail given to their products. The satin lining, a signature feature, helps protect textured hair by preventing moisture loss and reducing friction, a common challenge faced by individuals with curly, coily, and kinky hair types.
Rapid Growth and Expansion
The company’s success has been fueled by a combination of innovative products, strategic partnerships, and a strong commitment to their mission. In 2022, YGN secured $2 million in seed funding from notable investors including Brand Foundry Ventures, Lightspeed Venture Partners, Capital Factory, and Willow Growth Partners. This influx of capital has enabled the company to further expand its operations and reach.
YGN appeared on Shark Tank’s Season 14, securing a deal with Mark Cuban, who invested $400,000 for 10% equity plus royalties per unit sold. This exposure propelled the company into the spotlight, leading to a significant surge in orders and sales.
In the aftermath of their Shark Tank appearance, YGN experienced an overwhelming demand for their products. They received thousands of orders immediately following the episode, prompting a busy period of fulfillment and production to meet the new demand. The company responded by expanding its retail presence, successfully placing their products in Target stores and participating in Nordstrom pop-up shops.
While the initial boost in sales was a testament to the brand’s popularity, YGN faced challenges in the latter part of 2023 with delays in fulfilling orders due to the overwhelming demand. The company addressed these issues by keeping their customers informed through social media updates and working to improve their logistics and supply chain management.
Continued Innovation
As of 2024, You Go Natural remains a thriving business with an estimated net worth of $8 million. The company continues to innovate and expand its product line, maintaining its strong commitment to quality and customer satisfaction.
Through their innovative and stylish hair accessories, YGN has earned a loyal customer base and recognition within the beauty and hair care industry. Their efforts have made life and hairstyling easier for individuals with textured hair, fulfilling the company’s original mission.
With a focus on inclusivity, functionality, and style, You Go Natural continues to make strides in catering to the unique needs of the textured hair community, leaving an indelible mark on the industry.
