AUSTIN, Texas--(BUSINESS WIRE)--Ultra/Standard, an industry leader in multicultural hair care and beauty distribution, announces today the acquisition of TextureMedia, the largest hair care social media community trusted by multicultural beauty consumers. The combined beauty leaders in their categories will utilize synergies across the social media world and national retail chains to increase product knowledge and amplify consumer education in the textured hair category.
Specializing in the textured-hair category for more than 40 years, Ultra/Standard distributes more than 6,000 SKUs that cater to all categories of multicultural beauty care to major retailers such as Bed Bath & Beyond, Rite Aid, Sally Beauty Supply, Target, Walgreens, and more—including a recently expanded export business in various countries throughout Africa, Europe, and the Middle East. Ultra/Standard has demonstrated great success with growing acquired businesses, most recently with its acquisition of a Hispanic distributor in 2012, which has expanded their multicultural offerings. Expertise in the category has positioned Ultra/Standard as an influential leader within the natural hair beauty product market, and recognition of the retail opportunity of online brands and digital community led to the natural progression to join forces with TextureMedia.
“TextureMedia possesses a honed ability to connect with the multicultural beauty consumer and a demonstrated track record of building brands and recognizing opportunities within this ever-expanding beauty category,” said Michael Ross, President, Ultra/Standard. “This union reinforces the importance of cultivating a closer relationship with the end consumer and creating a two-way dialogue that is imperative to our brands’ collective growth. We’re excited for what’s ahead and for the comprehensive 360 degree platform we’re planning to foster the conversation between retailers, brands and these valued consumers.”
TextureMedia has been a pioneer in empowering, educating and inspiring its influencer community since 1998, launch year of NaturallyCurly, one of the first digital platforms catering to the natural hair movement. Today, TextureMedia reaches 3 million people monthly across four portfolio brands, NaturallyCurly, CurlyNikki, CurlMart and CurlStylist, and up to 26 million including those brands’ social channels. As well, TextureMedia’s market research brand, TextureTrends, has provided hair care brands with consumer insights and an intimate perspective on hair care and style trends and behaviors since 2010.
Within this new venture, TextureMedia will build out its team based in Austin and access more resources to continue to bolster community size and content production. Doing so will allow TextureMedia to operate with even more efficacy as a media partner, production studio, consultant and curator with its existing and future brand partners introduced through Ultra/Standard. With TextureMedia’s 17 years of consumer connections and insights, coupled with Ultra/Standard’s sales knowledge and direct line to brands and retailers, this new venture will create the opportunity for consumers to have an even greater voice among brands and retailers as well as provide those brands and retailers with a shorter path to delivering homerun products that cater directly to consumer feedback and desires.
“Separately, Ultra/Standard and TextureMedia are pioneers in this industry,” said Crista Bailey, CEO TextureMedia. “Together, we create a best-in-class offering and 360 degree platform in the world of hair care by elevating this consumer’s voice and insightful feedback in the entire process, from incubation to promotion to point-of-sale. With Ultra/Standard’s support, we have an opportunity to reach more of the approximately 70 million adult textured-hair women in the U.S. with our message of empowerment.”
Nikki Walton, founder of and Head of Content Development for CurlyNikki.com, states, “When I joined forces with NaturallyCurly in 2010, my goal was to find capable partners and a business model that would spur growth while protecting the integrity of CurlyNikki.com for my consumer community. I think we’ve successfully accomplished that. I’m also satisfied that the Ultra/Standard acquisition of TextureMedia is consistent with my original goals.”
TextureMedia will continue to operate independently, in partnership with Ultra/Standard, from TextureMedia’s headquarters in Austin, Texas. The original team will remain firmly intact, including Michelle Breyer, original co-founder of NaturallyCurly.com & current Head of Business Development for TextureMedia.
About Ultra/Standard
For over 40 years, Ultra/Standard Distributors has been an industry leader in the distribution of specialized beauty care items. A pioneer in the multicultural hair care revolution, Ultra/Standard distributes over 6,000 SKUs that cater to all categories of multicultural beauty care; proudly shipping 95% of orders same day and maintaining an average in-stock percentage of 99%. More than a traditional wholesale/distributor, Ultra/Standard is the nation’s leading distributor and marketer of specialty beauty care products focusing on developing and implementing best in class sales, marketing, visual merchandising and logistical programs. Known as data driven decision makers, other key components of their corporate DNA include cutting edge innovation and foresight as well as strategic collaborative approach to relationships. They are proudly a four-time winner of the “Distributor of the Year” Award by the American Health and Beauty aid Institute (AHBAI).
About TextureMedia
TextureMedia is the largest hair care platform and trusted thought leader that empowers and inspires millions of textured-hair women to embrace their naturally beautiful selves. By engaging beauty enthusiasts through original content, branded entertainment, social media, product reviews and commerce, they influence up to $5 Billion in annual hair care product sales.
For clients and brand partners, they are a creative powerhouse delivering impactful marketing services and data-driven insights that translate to increased brand exposure and greater market share. Their monthly social, consumer reach is 26 million strong across four portfolio digital brands -- CurlyNikki, CurlMart, CurlStylist and NaturallyCurly, the flagship brand and first-to-market platform that has amplified the needs and voice of its textured-hair community since 1998. A fifth and most recent brand introduced in 2010, TextureTrends is a unique data product of annual consumer insights diving deep on hair care and style trends, behaviors, brand awareness and purchasing drivers. Together, these brands comprise TextureMedia, the undisputed leader in creating quality content and engaging an authentic, global community of influencers in the world of hair care.
