Casey Simmons, the owner of Royal Locks Curl Care, empowers others to discover and embrace their unique beauty. She collaborates closely with the brand’s formulation chemist. Their ultimate vision is to create premium products that deliver exceptional results, reducing the effort required from individuals. Paired with simple routines and styling techniques that seamlessly integrate into one’s lifestyle, Casey strives to provide curls that not only look incredible but also feel authentic to each individual.
Below are highlights of the interview conducted by World’s Leaders:
Describe who you are as a person, inside and outside of the workplace.
I am an approachable, curious, and fun person. I care about my community, family, friends, and work. It’s important to me to work in areas where I feel I’m having an impact.
Describe your background and what did you do before you started/joined the beauty industry?
I was a Project Manager for grant-funded programs for Healthcare, Non-Profit Organizations, and Local Governments.
Tell us about the inception of the company. How did it all start?
Royal Locks Curl Care was born in 2014 when a classic curly girl got tired of mixing multiple gels and creams to get the benefits she desired. It became apparent to her that the curl community was seeking an effortless approach to curl care.
My husband and I purchased the company in 2019. I immediately related to the “Curl journey,” when you are figuring out how to care for and style your wavy or curly hair. When I had my first child and all the hormonal changes of motherhood, my formerly straight hair became wavy. But I didn’t know it at the time. All I knew was that it was a horrible, frizzy, coarse mess. I struggled with a new identity as a mom, and a totally different look was not helpful. I didn’t feel or look like myself. I missed that confidence and balance.
I began to research curly hair care. What I found was that many women like me experience changes in hair texture throughout their lives or choose to stop straightening and wear their hair naturally curly. I didn’t know hormones changed hair! They too felt a connection between their looks and individuality. Changing your hair changes how you feel, and for many, it is important to have your look represent the real you.
As I began to care for my hair with wavy and curly suggestions, it began to look much better—and I started to love it! I felt it was a great compliment to express my personality: unique, approachable, and fun.
What has made you successful? What do you value?
Being resourceful, tapping into my strengths, and knowing how to transfer them to a new environment.
Which are the major services of the company, and how does the company get ahead in the competition? What value-added services does the company provide?
We have essential sets of products (shampoo, conditioner, and styling): all you need to get started in your curl care.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
- Relatability to the customer and the ability to help solve their problems with a product or service
- Commitment to quality and customer service
The curl community has been an excellent source to raise awareness about. There is a huge group of people who were once straightening their hair and now want to wear their hair naturally wavy, curly, or coily. Introducing our brand to this group, who are seeking information on curl care for the first time, has been effective.
What is the significance of innovative ideas in the company?
Products can be multi-beneficial, and having them gives the customer gorgeous results with ease. It doesn’t have to be so complicated! You don’t have to sacrifice beauty for time or vice versa.
Give us your opinion on; do organizations rely heavily on individual heroics or team processes?
I think it’s a combination of both. If an organization has great leaders, they will champion and spotlight the heroics of individuals. Knowing how to utilize the talent resources in your organization to maximize their individual strengths will help you deliver. Team processes are important to ensure steady efficiency. It’s the synergistic effect that creates successful teams and organizations.
What are your responsibilities as the Owner of the company? What is the happiest part of your daily routine?
I mainly lead teams in marketing, production, and everything in between regarding operations!
I enjoy the community we’ve built. Curly hair is not all about the products, it’s a lifestyle!
What advice would you give someone going into a leadership position for the first time?
- Do the work!
- Do your diligence on your company and team.
- Be thoughtful.
- Show your appreciation for your team and company with authenticity.
