Adwoa Beauty Founder Julian Addo On Leaving Corporate To Start Her Textured Hair Care Brand

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

Adwoa Beauty Founder Julian Addo On Leaving Corporate To Start Her Textured Hair Care Brand
Courtesy of BHE

On this episode of Behind Her Empire, Adwoa Beauty founder and CEO Julian Addo explains how her corporate career taught her how to succeed in business and how she landed a partnership with Sephora.


Addo started her career as a hairstylist in her teenage years and eventually became a successful salon owner. In the midst of needing health insurance, Addo stumbled upon a job in the banking industry with CitiGroup.

“I found it really easy to excel in that type of environment because I'm going from entrepreneurship as a child,” Addo said. “So now, I'm sitting down at a desk with a headset on answering calls… I think they saw that type of work ethic in me and I became a supervisor.”

But in 2006, CitiGroup closed its doors in Minnesota and Addo was relocated to Dallas, Texas. A few years later she received an opportunity to become an associate vice president at Chase and then at Bank of America.

But even during her corporate years she maintained a passion for beauty products. She launched her own beauty blog called Bella Kinks, and began building relationships within the industry.

“Life is so interesting,” she said. “I feel like you just show up and you show up as your best self every day…you give your all in the universe and things just happen.”

After watching YouTube videos and learning about the natural hair care industry, Addo immediately knew she wanted to get involved.

“It ignited that fire that has been lying dormant in me,” Addo said. “Yeah, I was making good money so I did not intend to leave [corporate] to go back into beauty. I just wanted to add my professional stance because at the time there were only regular people with no professional experience in the industry. The industry was kind of underground and hadn't gone mainstream yet. So I figured you know I have a hairstyling background, I have a professional background, I can bring a different voice.”

Addo used her own funds to host events around the natural hair care space. After getting laid off from her corporate job in 2013, she pivoted into beauty and focused on Bella Kinks full time.

“I learned so many skills, even leadership skills on how to lead people, to review contracts that I just wouldn't have had,” she said. “Banking gave me that foundation and now I'm back in beauty. So now I put my beauty knowledge and administrative leadership knowledge together and I would create these campaigns for brands when they launch a new product, and then I would negotiate the contracts with influencers and bring them on board for whatever campaign that we were doing.”

As Addo started hosting these hair care events, Sally Beauty got word about Bella Kinks and reached out to bring her on board to help revive their in-house multicultural brand called Silk elements. Addo was put in charge of marketing and given full autonomy. It was through this experience that she recognized how far behind the textured hair care space was in comparison to the rest of the industry.

“Everything looked so antiquated to me,” she said. “Literally every natural hair care brand uses the same packaging, just a different wrapper. There's got to be something different.”

So, she created a pitch deck with no brand name and had her graphic designer do mock-ups. She sent it on over to Black-owned brands she was freelancing for but none of them took the bait.

The road was rocky but Addo stayed committed and ten months later, Adwoa Beauty was born in 2017.

Two years later, Addo received an email from Sephora about potentially featuring her products in their stores. Addo couldn’t believe this and thought the email wasn’t real. But after having conversations with the team, she signed her agreement with Sephora in November 2019 and officially launched her six products in stores in May 2020.

“I pretty much had a very transparent conversation with Sephora.” Addo said. “ I’m a former hairstylist, there’s no one else that has no one in this industry that has my experience — not only being a hair stylist because you have brand owners that are hairstylists — but I was in the natural [hair] community…I’ve touched every part of this industry in a way that no other founder has been able to touch it. So I was like for the category to utilize me as a true partner, not just putting our brand on shelf or in store.”

Shortly after launching with Sephora, Addo said that she received an overwhelming response from investors who wanted to work with her, but she didn’t want to raise money too soon or raise from the wrong partner.

“I don't want somebody telling me what to do,” she said. “From the standpoint of my vision. Now to build the brand, yes, and these are strengths that I had and there are things that I don't know so I want my partner to fill in those gaps and to help me scale the brand, but I don't want you to try to force me into going into this retailer…So I really wanted to be confident in my long term vision for Adwoa beauty before I brought someone on.”

Addo understands the importance in finding the right partners and she advises other entrepreneurs to do the research and make sure that the investors who want to partner with you align with your vision. She said she spoke to over 30 people in the venture scene and narrowed her selection down to three individuals. Eventually, Addo raised $4 million in funding and while she said it was a huge sigh of relief, it was also very overwhelming.

She added that there are, “also the psychological impacts that come with $4 million. Like no one in my family has ever had $4 million dollars. There are four extra million dollars in my checking account right now…But it was also very heavy on me. I honestly took two weeks to pay some bills that we had. But then I did nothing for two weeks and I just kind of sat on it and then just kind of went through the motions myself for me to personally get to the level of where I need to.”

Even after the deals with Sephora and other investors, Addo admitted that there are certain terms and vocabulary that she’s not familiar with when it comes to the venture capital landscape. As an entrepreneur she’s learned that you need to be willing to ask the questions and be OK with not knowing.

“I found that just by asking questions, people are willing to help you,” Addo said. “So I never presented myself as someone that knows. I know what I know and I know what I don’t know and when I don’t know, I ask questions.”

dot.LA Reporter Decerry Donato contributed to this post.

This podcast is produced by Behind Her Empire. The views and opinions expressed in the show are those of the speakers and do not necessarily reflect those of dot.LA or its newsroom.

Hear more of the Behind Her Empire podcast. Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radioor wherever you get your podcasts.

⚖️FTC’s "Click to Cancel" Rule and Its Ripple Effect on Tech

🔦 Spotlight

Happy Friday Los Angeles,

The FTC’s new “Click to Cancel” rule is shaking up subscription-based tech. Now, instead of navigating a maze of cancellation hurdles, users can cancel subscriptions as easily as they signed up—with a single click. This shift is a wake-up call for SaaS, streaming, and app-based companies, where once-hidden exit options often kept users around simply because canceling was a hassle.

The rule also requires businesses to send regular renewal reminders, ensuring customers stay informed about upcoming charges. It's more than a cancellation button—it’s about transparency and giving users control over their decisions.

For startups, the impact goes deeper than UX adjustments. Many have relied on "dark patterns," which subtly discourage cancellations by hiding the exit. Now, companies must shift toward building genuine loyalty by delivering real value, not by complicating exits.

While this might affect retention rates initially, it could lead to more sustainable business models that rely on satisfaction-driven loyalty. Investors may start prioritizing companies that emphasize transparent, long-term engagement over those that depend on dark patterns to maintain retention metrics.

The rule opens the door to more ethical UX design and a truly user-centered approach across the tech industry. It may even set a precedent against manipulative design in other areas, such as privacy settings or payment methods.

Ultimately, the “Click to Cancel” rule presents an opportunity for the tech industry to foster trust and build stronger customer relationships. Startups and established companies that embrace transparency will likely stand out as leaders in a new era of customer-centric tech, where trust—not tricky design—is what retains users.

As the tech landscape continues to evolve, LA Tech Week 2024 offers a chance to explore these shifts in real-time. Check out the upcoming event lineups to stay informed and make the most of your time:

For updates or more event information, visit the official Tech Week calendar.


🤝 Venture Deals

LA Companies

  • Ghost, a company supporting top brands and retailers with streamlined logistics and fulfillment solutions, raised a $40M Series C funding round led by L Catterton to fuel its continued growth and innovation. - learn more

LA Venture Funds
  • Assembly Ventures participated in a $27M Series A round for Monogoto, a provider of software-defined connectivity solutions that enable secure, cloud-based IoT and cellular network management on a global scale. - learn more
  • Angeleno Group participated in a $32M Series C round for REsurety, a company that recently launched an innovative clean energy marketplace aimed at providing better financial and operational insights to support renewable energy transactions. - learn more

    Download the dot.LA App

    🌴🧑‍💻 Your Guide to LA Tech Week 2024

    🔦 Spotlight

    Happy Friday Los Angeles,

    As many of you know, LA Tech Week is right around the corner, kicking off next Monday October 14th bringing together founders, creatives, investors, and engineers for a week of immersive events, panels, and socials across the city. From blockchain and AI to biotech and design, LA Tech Week is a chance to dive into the ideas shaping today’s technology landscape.


    What to Look Forward To

    Insights from Visionary Leaders: Hear firsthand from industry trailblazers as they share stories, challenges, and key lessons from their experiences. Expect fresh perspectives on AI, venture capital, biotech, and the ethical questions around emerging technologies.

    Interactive Panels: This week isn’t about watching from the sidelines; it’s about engaging directly with the tech community. Participate in hands-on panels discussing everything from startup scaling to ethical AI, with honest insights from those actively shaping these fields.

    Networking Mixers & Social Events: Meet and connect with founders, VCs, developers, designers, and fellow techies across LA. Rooftop mixers, lunch meetups, and creative gatherings offer the perfect chance to spark ideas and collaborate.

    Plan your week with the daily lineup, organized by location for easy navigation:

    For updates or more event information, visit the official Tech Week calendar.

    Enjoy LA Tech Week 2024!!


    🤝 Venture Deals

    LA Companies

    • Clout Kitchen, a Los Angeles and Manila based startup, has raised $4.45M in seed funding, co-led by a16z SPEEDRUN and Peak XV’s Surge, to develop AI-powered digital twins, which enables gaming creators to produce realistic virtual avatars for content and fan engagement. - learn more
    • MeWe, a privacy-focused social media platform, has raised an initial $6M in Series B funding led by McCourt Global to support Web3 integration and expand its decentralized network for 20 millions users. - learn more

      LA Venture Funds
      • EGB Capital participated in a $10M Series A funding round for MiLaboratories, which develops software that enables biologists to independently analyze complex genomic data, accelerating research and discovery in fields like drug development. - learn more
      • Crosscut Ventures participated in the $13.75M seed round for Airloom Energy, a company focused on developing airborne wind energy technology to harness high-altitude winds, with plans to accelerate a pilot project in Wyoming. - learn more
      • Overture VC participated in a $5.5M Seed funding round for Molg Inc., a company developing robotics and software for circular manufacturing, designed to disassemble electronics efficiently and recover valuable materials to reduce e-waste and support sustainable production. - learn more


        LA Exits

        • Options MD, a Los Angeles based telemedicine platform that provides care for people suffering from severe and treatment-resistant mental illness, is set to be acquired by Resilience Lab, an AI-driven provider focused on enhancing mental health care access. - learn more

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        LA Tech Week 2024: Saturday-Sunday Event Lineup
        tech-week

        Here’s what’s happening during the closing weekend (Oct 19 - Oct 20) of LA Tech Week 2024! Events are organized by location so you can easily catch the sessions that interest you most.

        SATURDAY EVENTS

        BEVERLY HILLS

        12:00 PM

        • BIG Showcase (Invite Only):

        BIG Showcase (Invite Only)

        2:00 PM

        Light Dao

        Struck Capital, Seahorse Express

        EAGLE ROCK

        12:00 PM

        Sunrise Integration, Shopify

        EL SEGUNDO

        9:00 PM

        Administratum, Valar Atomics

        HOLLYWOOD

        10:00 AM

        Passes

        MALIBU

        6:00 PM

        • Malibu Beachfront Investors Networking & Wine Tasting:See Details

        Gaya Ventures

        MARINA DEL RAY

        6:00 PM

        • Awaken Your Spirit: A Journey of Transformation (Invite Only)

        Sagos Distro, Alma Wellness

        SANTA MONICA

        7:00 AM

        Founders Running Club

        8:30 AM

        Techstars

        9:00 AM

        Magic Mind

        StartupStarter, Inc., City of Santa Monica

        10:00 AM

        Gen She

        AI LA

        Crea, Barry's, Unsubscribe

        10:30 AM

        Plantologist

        11:30 AM

        • Pickleball Palooza (Invite Only)

        YouTube

        1:00 PM

        • Realfren Games: From strangers to an inner Realfren within 52 weekends: See Details

        Office for Humanity and Circuit Works

        • Talking blockchain technology with special guests: See Details

        LadyDayDao

        5:00 PM

        KARD, What's Plots

        THE VALLEY

        7:00 AM

        Camino5

        VENICE

        9:00 AM

        Westside Yogis

        11:00 AM

        Open App

        1:00 PM

        Ripe and Teddy's Hot House

        4:00 PM

        • Fashion Forward: How AI is Redefining the Fashion Industry: See Details

        VIAVIA, BNTO.RENT, ALMA.AI

        VIRTUAL

        11:00 AM

        BLCK UNICRN

        WEST HOLLYWOOD

        7:00 PM

        Next Sequence

        SUNDAY EVENTS

        INGLEWOOD

        12:00 PM

        Entrepreneur Ventures, VCPE GROUPS

        PLAYA DEL RAY

        2:00 PM

        AI LA, DELL, NVIDIA

        SANTA MONICA

        10:00 AM

        • Women Founders, Cold Brew & Beach View, Rooftop: See Details

        Clutch Talent

        11:00 AM

        11DollarSunglasses.com, Less Litter Foundation

        12:00 PM

        Data in LA, Amplitude

        12:30 AM

        New Moon, Warner UK Innovations

        TOPANGA CANYON

        3:00 PM

        Dreamore

        VENICE

        8:00 AM

        • Surf session with founders, investors, creators: See Details

        Surfed Club, Bow Shock

        12:00 PM

        • Podcast Panel and Brunch: LA Tech Community Builders: See Details

        WeAreLATech.com, Blankspaces.com

        VIRTUAL

        2:00 PM

        BLCK UNICRN


        For updates or more event information, visit the official Tech Week calendar.

        Enjoy LA Tech Week 2024!


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