Carra Platform offers personalized advice for structured hair

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Carra, a new beauty tech platform, is set to become the premier destination for personalized care routines for afro, curly and textured hair. This includes competent advice and product recommendations that are tailored to the specific needs of the customer.

It is the brainchild of London-based Winnie Awa, who started her career as a software tester at IBM after studying management and technology.

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Awa grew up in Nigeria and said she should pursue a traditional career, but each (think a doctor, a lawyer) has already been picked up by her six older siblings.

“So I thought, ‘I’m doing computer science,” she explained.

However, while at Ernst & Young, Awa felt the need to work in fashion.

“I was so overjoyed when I joined Net-a-porter. At the time they were still a start-up and it was an exciting opportunity to bring my experience to bear, ”she said. “You can imagine how funny it was when I had to tell my dad that I left the beaten track of tech consulting to go into fashion. I remember my sister telling me, ‘Just tell him ecommerce. ‘“

Next stop was Asos and LVMH Moët Hennessy Louis Vuitton. “Again in the capacity of the digital customer experience,” she said. “It really came to a head when I was spending time building really exciting customer experiences … but when it came to hair care, especially my hair care, I just had problems. It was a nightmare – be it finding the right types of products and services. There was always what we call a k-leg somewhere, like an irregularity. “

That led her to start Antidote Street, an e-commerce platform for curated products for textured hair.

What was a side gig became an important learning tool.

“It made me learn about other people’s experiences,” said Awa.

Prior to the outbreak of the coronavirus pandemic, Antidote Street launched a pop-up activation with an Airstream van providing a “modern salon experience” in different parts of London. Personalized services became the most popular.

The story goes on

“People wanted more of this,” said Awa, adding dates that she picked and which also pointed to it. “That got me thinking about how we can scale this up.”

This is how Carra was born.

“The textured hair industry – I like to think it’s the last frontier, most underserved,” Awa said of its connection to the multicultural community that makes up 70 percent of the world’s 7.4 billion people. “There’s such a big gap between them [them and] the amount of knowledge consumers have in the room. Also, many women feel that they are not worthy or not beautiful because beauty standards tell them that their hair must be straight.

“It was really about rephrasing this narrative of negativity,” she said. “And put love in the equation.”

Carra users fill out a questionnaire about their hair and are asked to share a photo of it.

“That allows us to take a picture before they even have an appointment,” said Awa.

People connect with a personal, independent hair coach who understands products and formulations. Users receive their individual hair routine and product recommendations. Carra has an area where this information can always be accessed.

The two packages on offer cost £ 40 and £ 100, respectively.

Today Carra’s trainers are based in the UK but ultimately they are meant to be around the globe.

The name Carra when spelled with an “r” means “beloved”.

“What we want leaves every single person who experiences it [Carra] I have this feeling of love, ”said Awa.

For more information, see:

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Social beauty commerce start-up Agora raises $ 6.6 million

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