To succeed as an entrepreneur in 2023, one must provide a valuable service, find their target consumers, build an authentic brand, and market at scale without falling prey to the downsides of social media. The import of social media when it comes to finding customers and building a brand is particularly significant in the hair salon and high-end hair product industries. With consistent content, positive messaging, and educational resources, salons, and hair care brands can use social media to showcase the unique aspects of their products and services as well as build brand recognition to establish a loyal customer base in the already thriving online beauty community. With thousands of influencers and millions of views across all of the major platforms, the online beauty community (made up of haircare enthusiasts, makeup aficionados, skincare experts, and more), is arguably the most active consumer community online.

Beyond social media, we expect brands to either become leaner or vertically integrated as post-pandemic norms have left entrepreneurs weary of being overly reliant on the global supply chain. Simply put, brands do not want to run the risk of overhyping their social media presence at the expense of their product quality control or ability to deliver. As a vertically integrated hair brand, IGK features its own branded hair care products in its NYC and Miami salons.

While IGK’s salon experience is bolstered by IGK’s products, the reverse is true as well. Like the leaders of a vertically integrated company should, the IGK management team sits down with the IGK salon staff to better understand what their clients are asking for. This strategy helps to make sure they are always creating products that address consumer needs. The IGK co-founders — Leo Izquierdo, Franck Izquierdo, Aaron Grenia, and Chase Kusero — understand the unique opportunity they have to leverage their salons for field-tested data to improve their product line. IGK has a staff of about 40 to 50 of the most talented hair stylists and dressers in each of their salons.