Key Takeaways
- Tassara Azad founded House of Braid, providing premium hair braiding services and styling products.
- The brand’s first product, a clean and vegan styling gel, has gained popularity and is sold at top retailers.
- House of Braid aims to expand its product line while focusing on clean, gender-neutral formulas.
Growth from Humble Beginnings
Tassara Azad, the founder and CEO of House of Braid, has made significant strides in the haircare industry. Once hesitant to embrace a career in hair organization, Azad gained insight into her potential after observing the rise of influencers, the success of brands like Drybar, and the prominent braiding culture at events like Coachella.
In 2015, Azad started House of Braid by braiding hair from her bedroom in her parents’ home in the San Fernando Valley. With a focus on personalized service, she graduated from Toni & Guy Hairdressing Academy and established a growing clientele, eventually styling the hair of Kim Kardashian’s children.
As the global market for braiding services and products grows—projected to reach $625.3 million by 2032—Azad has positioned her business for success. Charging between $150 and $400 per service, she continues to excel in an expanding industry.
Innovation in Hair Products
Recognizing issues with existing hair gels that dried out clients’ scalps, Azad sought to create a high-quality solution. After collaborating with a local lab, she developed a clear styling gel free from harmful ingredients like synthetic fragrances, alcohol, and parabens. The House of Braid Styling Gel, which costs $32 for a 3.5-ounce bottle, has been well-received by celebrity clients including Kim Kardashian and Kylie Jenner.
The gel is not limited to braids; it can also be used for laying edges, styling ponytails, and even as an eyebrow gel. Azad acknowledges that the product’s higher price point is due to production in the U.S. and the commitment to premium ingredients, emphasizing the goal of spreading awareness rather than just profit.
Securing Retail Partnerships
Through a connection with Tracy Romulus, a key figure in Kardashian’s circle, Azad secured a partnership with Revolve, joining the ranks of other esteemed brands like Color Wow and Ouai. Since launching the styling gel, House of Braid has sold over 5,000 units and expanded its distribution to platforms like Amazon.
Looking ahead, Azad has plans for further product development, eyeing launches for shampoos, conditioners, and other haircare essentials. With the domestic haircare market estimated at $20.84 billion for 2024, the potential for growth remains robust, especially within the men’s segment, which is on track to grow faster than women’s products.
As the brand continues to evolve, Azad is committed to maintaining clean formulas that appeal to a diverse clientele, including a male audience comprised of athletes, musicians, and actors. The focus on a simple, sophisticated aesthetic ensures that House of Braid’s offerings resonate across gender lines, positioning it to thrive in an increasingly competitive market.
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