Marketing Case Study - Ondibu Hair

Ondibu Hair is a raw hair company that specializes in sustainable hair extensions so that customers can enjoy quality hair for years after their purchases, and distributors can be paid fair prices for their labor.

OBJECTIVE: The goal of this brand was to create an e-commerce experience that contradicted strict, standard beauty norms. True to its essence, the goal of Ondibu’s raw hair company was to uplift customers with natural coils, kinks and curls by aiding them with extensions curated with curl patterns in mind.

TARGET AUDIENCE: Healthy hair enthusiasts, salon owners, natural hair enthusiasts, salon customers.

CHALLENGES: Rebranding, rebuilding our team and starting over in a brand that has already existed for over 7 years.

HIGHLIGHTS & WINS: During our “Ondi goes 100% Raw, Bye Bye Cambodian” campaign, we generated our first three viral posts on Ondibu Hair by listening to our customers and using our content to talk back to them.

We used this win and the information we learned to set a stronger foundation for our company.

TAKEAWAYS: Before working with Ondibu Hair, I had no idea how difficult running a hair company could be. Between managing inventory and reiterating policy and procedure to customers, the entire process can be very draining behind the scenes. On the other hand, it is a rewarding feeling to provide a product to customers that adds to their confidence and makes them feel seen.

To anyone operating in the beauty community, you have to create your own beauty standard. This standard needs to be a pact between you and everyone you serve. You don’t ever have to speak of it out loud, but it should be apparent through your marketing and your customer service. What is the one thing you stand for in your business that you’ll never compromise one?

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