In an exclusive interview with CanadianSME Small Business Magazine, Alexis Ojo, Founder and Owner of Dark Shugar Hair and Beauty, shares her remarkable journey from humble beginnings to becoming a trailblazer in Winnipeg’s beauty industry. Inspired by her Nigerian roots and driven by faith, Alexis created Dark Shugar with just $500, a vision for inclusivity, and a desire to fill the gap in quality hair extensions and natural hair care for Black women. From launching the innovative ‘Melting Kit’ during the pandemic to opening the first Black-owned hair salon in a Winnipeg shopping mall, Alexis’ story is one of resilience, empowerment, and passion. Her journey offers valuable lessons to aspiring entrepreneurs about perseverance, faith, and the transformative power of representation in the beauty industry.
Upon her arrival in Canada, she noticed the lack of quality hair extensions in her city and decided to address the gap. With under $500, supportive friends, and unwavering faith, Dark Shugar was established.
Alexis Ojo, the Founder & Owner, extensively researched reliable hair factories and analyzed the hair market. This effort allowed her to grasp the needs women seeking
top-notch hair extensions. Clearly, her entrepreneurial drive stems from her mother, who successfully operates a boutique in Nigeria.
Initially nick named ‘Dark Shugar’ by a school friend, Alexis used the business as a means to support herself financially. However, it has since evolved into something much larger. Today, Dark Shugar Hair and Beauty caters to a wide array of customers locally and globally
What inspired you to start your Christian beauty brand in Winnipeg, and how has your upbringing shaped your entrepreneurial journey
I spent the early years of my childhood in Nigeria, growing up in a single-parent household. My father passed away when I was very young, and I observed my mother managing to support my sister and me through her boutique business, which deeply inspired me. I have always been, and continue to be, incredibly proud of her. She ensured that we attended Sunday school each week and instilled in us the significance of having faith in things not seen. It was clear in our lives that God’s presence was evident, which encouraged me to apply those same principles to my own business.
Upon arriving in Winnipeg to pursue my studies, I quickly noticed the lack of creativity in natural hair care options. There were perhaps one or two salons catering to women of color, which highlighted a desperate need for change that I felt compelled to address. My sincere desire was to empower all women around me to look and feel their best. I often say that I didn’t choose hair; it chose me.
How do your products and services, such as wigs, extensions, and beauty treatments, address the unique needs of the Black hair care community?
Having your hair done in Nigeria is incredibly easy. There are numerous all-in-one hair salons that cater to all your hair needs, eliminating any stress about your next hairstyle. This may explain why many black women living abroad often lack knowledge about the right products and hair care routines essential for maintaining their hair. To address this gap, I enrolled in natural hair courses to equip myself with the skills to not only care for my clients but also to educate them on how to keep their hair vibrant and healthy.
When I launched my brand, my goal was to stand out with my products and services. With my wigs and extensions, I ensured a diverse range of textures that replicate natural hair, whether it’s curled, straightened, or worn naturally. My aim was to empower women by providing custom-made wigs that reflect their individuality. I began by personally crafting each wig to fit each customer’s preferences, and now I have a team supporting me in this endeavor.
Can you share the story behind your innovative ‘Melting Kit’ launched during COVID-19 and its impact on empowering women to style their own wigs?
The lockdown period during the COVID-19 outbreak brought immense stress and uncertainty. I recall the months when hair salons were closed, causing frustration for many women who needed their hair done. In an effort to make a positive impact, I gathered some funds to develop a kit that would enable women to install their own wigs at home. I named it the ‘Melting Kit.’ Not only did I introduce a unique product to the Canadian market, but I also created how-to videos and maintained an active online presence to reassure my customers that I was there to support them.
Beyond the current wig trends showcased on social media, there are many women who require wigs for medical reasons, to boost their confidence, or simply due to hair loss from aging. This is a delicate matter that deserves thoughtful consideration, and I fully understand its sensitivity. Even after the lockdown ended, I have continued to make the ‘Melting Kit’ available for purchase to women across Canada who may lack access to wig experts or salon professionals.
What challenges have you faced as an entrepreneur in the beauty industry, and how have you overcome them while expanding your business, including opening a new location at St. Vital Centre?
My journey as a successful entrepreneur in the beauty industry has involved overcoming challenges and focusing on personal growth and emotional intelligence for better communication and leadership. Starting with just $500 taught me resourcefulness, but expansion required more funding. I am thankful for my mother’s support and mentorship from ‘Futurpreneur’ when opening my first salon.
Opening my second salon was a significant and draining project, as I quit my job and invested my savings. My friends and mother provided encouragement throughout the process. I now recognize the importance of having good people around you. This achievement is not just personal; it’s a victory for the Winnipeg community, as we are the first and only Black hair salon operating in a shopping mall, fulfilling a long-held dream.
Looking ahead, what is your vision for the future of your brand, and what advice would you offer to aspiring entrepreneurs entering the beauty industry?
The future is full of promise. I allow my brand to take me where she wants. We are attuned to the needs of our customers and aspire to reach every city, offering our unique services to women of color in need. I encourage aspiring entrepreneurs to persevere and just start. It’s perfectly normal to make mistakes; it’s part of being human. This process will also aid you in developing your business by revealing what works and what doesn’t. Having a spiritual guide has been invaluable for me, so if you don’t have one, I highly recommend seeking our Lord Jesus. I truly believe that without Him, I would have given up long ago.
