"Try it! But do it very consciously and thoughtfully," with Casey Simmons

Photo Credit: Kristen M. Brown, @sambatothesea

Casey Simmons purchased Royal Locks Curl Care in 2019 after pregnancy awakened her natural wavy curls—and curiosity about curl care. Royal Locks Curl Care is a line of sulfate, paraben, and cruelty-free products for wavy, curly, and coily hair. Casey works closely with the brand’s formulation chemist to formulate and test new products before going to a diverse panel of curls. Casey’s vision for Royal Locks Curl Care is to develop high quality products that work hard so you don’t have to and pair them with simple routines and styling techniques that fit into your lifestyle- prompting you to wear your curls often.

Can you tell our readers about your background?
My husband and I came into Royal Locks at a pivotal time in our lives. I had worked for over 20 years as a Consultant for Non-Profit and Healthcare Organizations and Local Governments. I then went part time when our son was born, and stopped working altogether when our daughter was born. So we had a very “traditional” set up at home for several years where my husband worked and I was a highly active volunteer for two major non-profits. I loved it; this matrix was what I wanted and needed at the time.
However, when we decided to purchase Royal Locks I was ready to go back to work in a traditional setting. That meant a big and exciting change for all of us.

What inspired you to start your business?
When I had my first child and all the hormonal changes of motherhood, my formerly straight hair became wavy. But… I didn’t know it at the time. All I knew was it was a horrible, frizzy, coarse mess. I struggled with a new identity as a mom, and a totally different look was not helpful. I didn’t feel or look like myself. I missed that confidence and balance.
I kept straightening my hair for years. Which was fine if I was meeting up with people or going on a date with my husband. But when I just wanted to be natural, the look didn’t make me feel like me. I started seeing more waves and began to research hair care. What I found was that many women like me experience changes in hair texture throughout their lives, or choose to stop straightening and wear their hair naturally curly. I didn’t know hormones changed hair!
These women were also overwhelmed when attempting to understand how to manage their new curly hair patterns. Additionally, they too felt a connection between their look and individuality. Changing your hair changes how you feel, and for many it is important to have your look represent the real you.
As I began to care for my hair with wavy/curly suggestions it began to look much better - and I started to love it! I felt it was a great compliment to express my personality: unique, approachable and fun. During this time of finding how to feel like myself with a new wavy hair look my husband and I purchased Royal Locks Curl Care.

Where is your business based?
Our physical administration offices are in Miami, Florida, and our products are produced in the USA (Minnesota, MN). We are an e-commerce Direct To Consumer based brand available on our own website and on Amazon.

How did you start your business? What were the first steps you took?
While I’ve always loved hair, fashion, and beauty (in my own way), owning or working in haircare just wasn’t on my professional radar. My own experience trying to figure out curly hair was not easy, and ignited a new passion in me. I was so happy to discover Royal Locks Curl Care during this time. I loved that the products worked with simple steps that fit into my new lifestyle while delivering beautiful results. My husband and I bought the company in late 2019 from its founder. She created the Pro Curl Cream Gel after mixing multiple products at home!
I’m really glad I found curl care and have the opportunity to own and operate Royal Locks. I’ve been able to put a lot of my own personality and values into our brand, it’s been very rewarding to see how people receive it.
I believe I am approachable and genuinely interested in people and their stories. I get that feeling from the curl community in return.

What has been the most effective way of raising awareness for your business?
Trial and repeat customers through the curl community. Getting new customers to the products, and ensuring that current ones continue to stay loyal and come back for more. The curl community has been an excellent source to raise awareness to. There is a huge group of people who were once straightening their hair and want to now wear their hair naturally wavy, curly, or coily.
Introducing our brand to people seeking information on curl care for the first time has been effective. Education is key to curl care so we have focused on sites that share like social media (Facebook, Instagram) and tutorial sites like YouTube and Pinterest, as well as educational blogs. By using incentive programs like “subscribe and save” for auto renewals, we hope to increase repeat customers and even more awareness.

What have been your biggest challenges and how did you overcome them?
Supply chain issues due to COVID. Like many companies, we had a difficult time. We were so excited to bring production from overseas to the USA, but had many issues that held this up for almost a year. You never really have a true understanding of how many different parts go into the production of something until it breaks down. At one point we couldn’t get bottles made. Another time, ingredients were delayed so an entire product was put on hold. Then, when products were finally being made and filled in the bottles, the shipping and receiving warehouse was backed up and couldn’t physically get them into customers hands.
To overcome this we did what we could. We got much more involved in the day to day (and sometimes hour to hour) communications with the factory and fulfillment warehouse. We were better able to change our production schedules to match supply and demand changes. If an ingredient or bottle were delayed we began to push out the available products faster and change marketing and advertising strategy to focus on those. Sometimes we just had to be patient, and that was the hardest, but we learned a lot along the way.

How do you stay focused?
Remembering the core message and vision of Royal Locks keeps me focused on the needs of the company. Curls are uniquely beautiful, and seem to represent an inner personality. I want to show that off to the world so that others can celebrate with them. We at Royal Locks Curl Care are on a mission to offer products with high-performing ingredients and natural botanicals that fit into people’s lifestyle with simple routines and styling techniques so they are excited to wear their curls often.
The curl care community has a welcoming energy, the kind you get when meeting up with close friends. You arrive and everyone smiles and waves you over. They’re excited to hear from you and have you there with them.
Whenever I think about curl care and what it means to me, I immediately think of myself and others at concerts and music festivals. When you’re at a concert listening to one of your favorite bands, there is a general sense of authentic, freeing, wild abandonment and happiness. You look around and see that others are celebrating this same enjoyment right along with you. It’s not just an expression of feeling - but a community celebration. I focus on bringing great products to this community so that we can all celebrate the unique beauty of curly hair.

How do you differentiate your business from the competition?
Our message is empowering: curl care does not have to be overwhelming. 

You can use simple routines that fit into your lifestyle and they give you beautiful results, and a healthy foundation. We offer specific sets of two and three products- just the essentials your type of curls need. Some of our products are also multi-benefit. Our original styling product does the job of three: defines the shape like a cream, holds it like a gel, and gives nourishment and softness like a conditioner. 

We also believe that ingredients and formulas matter. We’ve done the research for products to provide moisture, hold, softness and protection from heat/humidity. They are also sulfate free, paraben free, and cruelty free. Our products have both high-performing ingredients and natural botanicals (including argan, macadamia nut, and olive oil).
What works for one person’s hair may not work for another. Our products are tailored for the needs of different curl types. We also stand out by offering a curl quiz to find the right products for each individual’s hair and curls, which makes finding the right products accessible.
We get feedback from customers that say that after trying many products, ours was the answer. Royal Locks products hold their curls all day without getting frizzy or crunchy, and they love that their curls stay soft to the touch. They also love the light scent that we use, and the fact that our products don’t leave residue but still remain effective.

What has been your most effective marketing strategy to grow your business?
The most important thing is to know your consumers really well, and design products that fit their needs. Focus on serving them, and building a community. We took the better part of a year to interview and conduct focus groups with current customers to determine how we could serve them better. This was a crucial step in understanding how we could offer something that was going to be truly valuable to them.
We’re finding effective marketing needs to be a mix of a few strategies. Algorithms, and other outside factors that we do not have control of continue to change rapidly. It’s too time-consuming and inefficient to constantly be changing our strategy to catch up to theirs. Advertising on platforms where we know our customers seek information (social media, YouTube, etc.) is critical. However, using other proven strategies like email, SMS programs and SEO make for an effective long term business model.

What's your best piece of advice for aspiring and new entrepreneurs?
Try it! But do it very consciously and thoughtfully. I’m adventurous but not very spontaneous. I like to think about why I really want to do something, what am I going to get out of it, what am I giving up, and how I'd feel in a few years if I didn't try it.
My other main core values as a business owner are:
- Everyone must be heard.
- The owner does not always know best. I am smart enough to know that I am not always the smartest person in the room. I feel it’s important to rely on the talents of others, I hired them for a reason.
- Delegating, executing, and accountability is most important.
- Make a decision, and move on. Stick with it and see it through.
- Go with your gut. If you really don’t feel someone or something is in the best interest of the business, move on quickly.

What's your favorite app, blog, and book? Why?
I could say all the old school enlightening picks like Art of War and new favorites like Malcolm Gladwell’s books. Honestly, I loved the book Hillbilly Elegy by J. D. Vance. While the book focuses on socioeconomic structures, it offers a different perspective on desires, and taking control of your future. One theme I liked was the idea of success, and gaining it by moving forwards and upwards.
The author came from a working class background and enlisted into the Marines. The book clearly illustrates how Vance has a range of raw unique talent, intellect and determination. Ultimately, being forward thinking and having good project management skills lead to his success. He laid out a plan and tapped into available resources to help him get into Yale Law School. The book shows how important it is to have a variety of strategies and be resourceful: tap into your network (you have more than you might realize), ask for help, get educated, but most of all put in the hard work.

What's your favorite business tool or resource? Why?
I love Slack. It’s a Project Manager’s dream. It has all the teams and to-do lists in nicely organized paths. Simple and perfect.

Who is your business role model? Why?
Reese Witherspoon is amazing. I love that she has a variety of talents and has made much success out of them. She took a cause and passion that was important to her - equality and upward mobility of women in entertainment - and made an impactful company out of it called Hello Sunshine. I love that she has depth. She’s a great actress, producer, and savvy business woman. She also seems to have a great work life balance, which is important to me.

How do you balance work and life?
Finding balance is key to a thriving, successful family unit (and my sanity). Boundaries can be hard to make - and even harder to keep - but are extremely rewarding.
Time away from the business is so important in today’s remote world where the expectation seems to be an immediate response. It can be intense, and overwhelming. You can get caught up in the grind very easily and then there’s nothing left. I think taking a short, occasional break to remember I am a complex person with multiple layers and needs makes me a better, more attentive owner. 

I have a hard stop in the afternoon when school ends. It’s important to me. I might take a call or finish up tasks later that afternoon, but I like to give my children focus for a bit at the end of the school day. It’s important for me to take pauses, and to allow myself to fully enjoy time with my family when I have it.

What’s your favorite way to decompress?
I’m learning to do something for myself a few times per week. This could mean an activity with a friend, my husband, or just by myself. I take a break and reset, if even only for 45 minutes. I exercise almost every day, no excuses. I set it up in my calendar like a meeting. Some days it’s a hot-mess struggle, but it’s always better than nothing!
However, my favorite way to decompress is, and always has been, listening to music. I especially love live music. One of my favorite things to do is to attend concerts and music festivals.

What do you have planned for the next six months
We are still a new brand, so we want to build awareness and get the product in as many hands as possible. We would love to expand our brand awareness, and partner with sampling programs. It continues to be an amazing journey, and we’re excited to see how the company evolves in the months and years to come.

How can our readers connect with you?
Check out our website: royallocks.com
Follow our Instagram:  https://www.instagram.com/royallockscurlcare/ / @royallockscurlcare
To get in touch via email, you can reach out to: curlsupport@royallocks.com