Ouidad hair products: Ouidad Wise
1Digest
Widad Wise, a Lebanese immigrant who arrived in the US at age 11, faced challenges learning English and navigating a new culture. Her passion for curly hair, which she struggled to manage in her youth, led her to pursue a career as a hairdresser. After working in salons in Providence and New York, she opened her own salon, We Do, specializing in curly hair. With her husband Peter, she built a successful business, offering hair styling services, formulating hair care products, and providing education to other stylists. The couple faced financial challenges, but eventually found success with their direct-to-consumer mail order business. After 23 years, they partnered with a private equity firm, which helped expand the product line and distribution. In 2018, We Do was acquired by another company, marking the end of Widad's active involvement in the business. Despite her retirement, Widad continues to consult with other stylists and remains passionate about helping women entrepreneurs.
Outlines
Introduction
This Chapter introduces the podcast and its host, Guy Raz, and provides information about Wondery Plus, a subscription service that offers early access to podcasts.
Widad Wise's Journey
This Chapter delves into Widad Wise's life story, starting with her childhood in Lebanon and her family's move to the United States. It explores her early experiences with curly hair, her passion for hairdressing, and her education at a vocational school. It also covers her early career in salons in Providence and New York, and her decision to move to New York City to pursue freelance work.
Opening We Do Salon
This Chapter focuses on the opening of Widad's salon, We Do, in 1984. It describes the challenges of starting a business with limited funds, the importance of word-of-mouth marketing, and the salon's unique approach to customer service. It also highlights the development of Widad's first hair treatment product and the unexpected growth of the mail order business.
Expanding the Business
This Chapter explores the expansion of We Do, including the launch of an education program for stylists and the development of the Climate Control Collection, a line of products designed to manage frizz in humid weather. It also discusses the impact of 9/11 on the salon and Widad's personal battle with breast cancer.
Partnering with Private Equity
This Chapter focuses on We Do's partnership with a private equity firm in 2007. It explores the reasons behind the decision to partner, the process of finding the right equity firm, and the impact of the partnership on the business. It also discusses Widad's decision to step back from the salon in 2014 and the eventual sale of the company in 2018.
Life After We Do
This Chapter explores Widad's life after selling We Do. It discusses her decision to retire from styling hair, her continued passion for helping women entrepreneurs, and her current consulting work. It also reflects on the importance of timing and hard work in achieving success.
Keywords
We Do
We Do is a hair care brand founded by Widad Wise and her husband Peter. The brand specializes in products and services for curly hair. We Do was initially a salon in New York City, but later expanded to include a line of hair care products and an education program for stylists. The brand was acquired by a private equity firm in 2018.
Curly Hair
Curly hair is a hair type characterized by its natural curl pattern. It can range from loose waves to tight coils. Curly hair often requires specialized care and products to manage frizz, define curls, and maintain moisture. Widad Wise's business, We Do, was built around the needs of people with curly hair.
Entrepreneurship
Entrepreneurship is the process of starting and running a business. It involves identifying a market need, developing a product or service to meet that need, and building a business to deliver the product or service to customers. Widad Wise's story is an example of successful entrepreneurship, demonstrating the challenges and rewards of building a business from the ground up.
Immigrant
An immigrant is a person who has left their home country to live permanently in another country. Widad Wise's story highlights the challenges and opportunities faced by immigrants in the United States. She arrived in the US at age 11, with limited English skills, and built a successful business despite the obstacles she faced.
Breast Cancer
Breast cancer is a type of cancer that develops in the breast tissue. It is one of the most common types of cancer in women. Widad Wise's story includes her personal battle with breast cancer, which she faced at a similar age to her mother. Her experience highlights the importance of early detection and treatment, and the resilience of cancer survivors.
Product Market Fit
Product market fit refers to the degree to which a product or service satisfies a market need. Widad Wise's success with We Do demonstrates the importance of product market fit. She identified a significant market need for products and services specifically designed for curly hair, and her business thrived by meeting that need.
Direct-to-Consumer
Direct-to-consumer (D2C) is a business model where a company sells its products or services directly to consumers, without going through intermediaries like retailers. Widad Wise and her husband Peter initially built a successful D2C business by selling their hair care products through mail order. This model allowed them to reach customers directly and build a loyal following.
Private Equity
Private equity is a type of investment that involves acquiring or investing in privately held companies. Private equity firms often invest in companies with the goal of improving their operations and increasing their value. Widad Wise's partnership with a private equity firm helped expand We Do's product line and distribution, ultimately leading to the sale of the company.
Women Entrepreneurs
Women entrepreneurs are women who start and run their own businesses. Widad Wise's story is an inspiration to women entrepreneurs, demonstrating the challenges and rewards of building a successful business. She has also dedicated her time to mentoring other women entrepreneurs, sharing her knowledge and experience to help them achieve their goals.
Hair Care
Hair care refers to the practices and products used to maintain the health and appearance of hair. Widad Wise's business, We Do, was built around the hair care needs of people with curly hair. Her products and services were designed to address specific challenges faced by people with this hair type, such as frizz, dryness, and lack of definition.
Q&A
What inspired Widad Wise to start her own salon, We Do?
Widad's passion for curly hair, stemming from her own struggles managing her hair as a young immigrant, drove her to create a salon specifically catering to people with curly hair. She wanted to provide a space where people could embrace their natural curls and receive expert care.
How did Widad and Peter overcome the financial challenges of starting We Do?
They secured a small business loan from the SBA, which was made available to immigrants during Reagan's presidency. They also relied on the support of family and friends, who helped with funding and construction. Peter's restaurant management experience proved valuable in managing the salon's operations and finances.
What was the key to We Do's success in the early years?
Word-of-mouth marketing played a crucial role. A client who worked at Conde Nast, a publishing company, was impressed with Widad's work and spread the word among her colleagues, leading to a surge in clientele. The salon's focus on customer service, with Peter managing the front of house and Widad providing expert styling, also contributed to its success.
How did We Do's product line evolve and expand?
Widad's initial deep treatment product, formulated for dry and damaged curly hair, gained popularity among clients. The demand for the product led to the development of a mail order business, which eventually expanded into a full-fledged product line. The Climate Control Collection, designed to manage frizz in humid weather, became a best-selling product and helped We Do gain recognition in the beauty industry.
What was the impact of partnering with a private equity firm on We Do?
The partnership provided We Do with the financial resources and expertise to expand its product line and distribution. The equity firm helped get We Do's products onto the shelves of major retailers like Ulta, increasing the brand's reach and visibility.
What is Widad Wise's legacy in the hair care industry?
Widad Wise is recognized as a pioneer in the curly hair care industry. She helped change the way people with curly hair viewed their hair, promoting the beauty and uniqueness of natural curls. Her salon and product line provided a solution for a market that was largely underserved. Her work has inspired countless stylists and entrepreneurs, and her legacy continues to influence the curly hair care industry today.
What advice would Widad Wise give to aspiring entrepreneurs?
Widad emphasizes the importance of passion, hard work, and perseverance. She believes that following your passion and working diligently towards your goals is essential for success. She also highlights the importance of finding the right partners and mentors to support your journey.
How did Widad and Peter manage to maintain a strong relationship despite the demands of their business?
They divided their responsibilities and worked in separate locations for much of their business journey. Widad focused on the creative aspects of the business, while Peter managed the operations and finances. They also made a conscious effort to keep work discussions separate from their personal lives, ensuring that their family time was dedicated to each other and their children.
What is Widad Wise's perspective on the role of timing and luck in achieving success?
Widad acknowledges the importance of timing and luck, but emphasizes that hard work and dedication are essential for capitalizing on opportunities. She believes that when you work hard and are passionate about what you do, you are more likely to attract opportunities and achieve success.
Show Notes
Ouidad Wise found the inspiration for her multi-million-dollar business right on top of her own head. She turned her passion for curly hair into a bustling New York City salon - and then a national hair care brand, splitting the responsibilities of running the business with her husband Peter. Juggling finances and family, the couple lived apart during the week for 16 years, all while raising two kids. Eventually, in 2018, after 40 years in the hair industry, Ouidad sold the brand, and now volunteers as a consultant for people launching their own salons.
This episode was produced by Alex Cheng with music by Ramtin Arablouei. It was edited by Neva Grant with research help from Melia Agudelo. Our audio engineers were Robert Rodriguez and Kwesi Lee.
You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. And sign up for Guy’s free newsletter at guyraz.com.
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