Today we’d like to introduce you to Shameka Ethridge.
Shameka, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
My name is Shameka Ethridge and I am the owner and CEO of Runway Hair. Runway Hair is a 100% natural hair-care line made with carefully selected, finely sourced all-natural ingredients from the Earth… literally. We opened our virtual doors in January 2020 and now are sold online, at Walmart.com and locally at Lynn’s Beauty Depot in Desoto, TX.
My career had been one of literal blood, sweat and tears as a Director of Operations in large retail and beauty distribution centers when life happened and I found myself at a crossroads. I felt a tug to do more on my own but with five children and being a military wife, fear held me back. God said to trust Him and for once in my life… I did and still am.
This concept is one that puts every Black and Brown girl at the forefront yet allows us to influence our friends of other cultures to use our products too. We are the TRENDSETTERS. This concept is one that creates a table of opportunity for us to be the table versus working tirelessly just to get an invitation. We are the BOSSES. This concept is one that takes ingredients from the Earth to create a mixture that truly works for every kinky, coily, wavy, distressed crown that needs love and is begging to be worn! We are BEAUTY. While this product is for anyone, I want to ensure that my natural sisters or relaxed ladies are looking to ensure your hair gets its weekly vitamin shot are taken care of.
I am proud; I am humbled and I am excited to be apart of making this small business a really big one that doesn’t lose it’s the ability to CONNECT and CARE for our customers.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Not at all, but honestly, it is true that nothing worth it is truly all roses and lilies. With me, I had no job, five kids, a husband that I was quarantined from and the daily struggle became, “is this worth it, especially right now? Does it really make sense and is it truly responsible to be doing this… right now?”
With limited resources, very limited funding, no sense of true volume and struggling brand awareness in a highly saturated yet very available beauty market, it was literally extremely easy to question me every day. But God… Faith truly is walking forward when you know God has spoken. Faith looks crazy to most people; faith typically isn’t the obvious choice, yet it is the most rewarding. I have struggles now and they will continue I can guarantee. But I know that all of my career experiences (both good and bad) over the past 20 years have led me right here in this perfect space made just for me and I’m so humbled and grateful to be here.
So let’s switch gears a bit and go into the Runway Hair story. Tell us more about the business.
We are a 100% natural hair-care line with carefully selected and finely sourced ingredients from the Earth. When building the brand and the products, it was important to me that we could trust what we were putting into our hair because I know that for years, I simply could not. We have three girls and two boys. My girls all model and dance. It was almost impossible to find a hair product that we could allow them to slay the runway or dance floor for performance and still look and feel good even a day later. After really digging in (and using my chemistry background), I realized that the chemicals and alcohol were drying my daughters’ hair out as well as mine. I quite simply got sick of it and went to work. The products really work and there’s no guilt or worry about what is in your product because you transparently know. We use nothing else in my house and ensure we educate everyone who will listen and try our products.
I’m proud that my experiences and background has allowed me to be able to run the entire company. I’ve been in distribution, supply chain, Human Resources, the healthcare, vendor and restaurant operations so I get to wake up everyday and really know what I’m doing and it’s a lot of fun. A key driver of this business is the desire to turn our small business into a big one so that we can create opportunities for other black and brown women and men to sit at a table that still doesn’t fully exist. I’ve always had a passion for diversity and inclusion and this is simply apart of my DNA… and I’m stoked about the opportunities that are in front of us.
Has luck played a meaningful role in your life and business?
No luck at all, just being obedient to God even when the road looked really tough. There are still days where there are no sales, no engagement, worries about the future, etc. but I have no doubt that this is what I’m supposed to be doing right now so because of that, I’m here intentionally, not by chance. No luck here.
Pricing:
- All products range between $6 and $15 for individual products and $20-$60 for sets and packages
Contact Info:
- Website: www.runwaybeautyhair.com
- Email: runwaybeautyproducts@gmail.com
- Instagram: @runwaybeautyproducts
- Facebook: https://www.facebook.com/runwaybeautyproducts/
Image Credit:
Epic Images by Rodrick Conner
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