Rochelle Graham-Campbell built Alikay Naturals from the ground up through passion sheer and hard work—nothing less. It all started when she realized that the beauty industry had completely overlooked Black women and their haircare needs. It was frustrating to experience, but she’s never been one to sit back and wait for change.
Instead, she made her own organic, natural hair care products for her natural hair. And with a digital following with over 200,000 supporters across digital platforms, including 16+ million views on YouTube alone, people started noticing and asking. From there, Alikay Naturals grew and continues to expand while empowering Black women everywhere.
Ahead, the savvy businesswoman fills us in on how to be financially empowered, find creative approaches to problems, and invest in what is really important (a.k.a. yourself!).
How did you make your first dollar and what did that job teach you that still applies today?
I made my first dollar working my first job at age 14—and yes, I said 14. I worked at a daycare across the street from my middle school, and I had to beg and convince the manager to let me work. After working my first week, I begged her to give me more shifts because, although I was only 14, I was very independent.
That job taught me that when you work hard, you get more opportunities. Once I went in and proved that I was capable of doing the job, I was rewarded with more hours.
Working there also taught me that when you’re in a tough situation in life, you have to figure out solutions no matter what it takes. During that time, my mom was in medical school, and I lived in a single-parent income household. My mother was unable to work due to medical school rules.
When I got interested in cheerleading and saw how expensive my uniforms and competitions would be, I knew that my mom couldn’t afford it. So, I put my mind to it and started working to support my extracurricular activities. I didn’t want to put too much pressure on my mom to fund that for me.
These are important lessons that I have been able to utilize throughout my life including how I deal with challenges as a CEO and scaling my business.
In 2008, you paved the way as one of the first natural hair vloggers and quickly amassed a huge following on YouTube. Fast-forward to 2020 and you’ve turned those followers into dollars with your line of sought-after natural hair care products. Take us back to the beginning—what was the lightbulb moment for Alikay Naturals and what inspired you to pursue this path?
I was heading to law school; that was my plan after college. My life just happened to shift. One of the things that I look back on is how God has ordered my steps. I enjoy teaching people things that I know to help them avoid making the mistakes that I’ve made. My first 400 videos on YouTube I did for free. This was way before YouTube was paying people for videos. I did it because I loved it. It was a passion of mine, and I enjoyed it. It developed from being a blogger to now creating solutions for my followers with products. I did it and created hair solutions to help and serve others. My life is living in service, and that is how that transition happened for me. I still get to serve, but now, it’s on a different scale.
Originally, the Alikay products were made for women with kinky hair only. I felt they were the most underserved consumers. Over time, it has progressed into a healthy hair solution for all curl types and those with locks. Alikay has become a lifestyle brand with products for men, babies, body, hair, and home.
How are you making a difference with Alikay Naturals and pushing your industry forward?
Alikay Naturals brings a unique, organic, and authentic voice to the industry: a voice that speaks to the concerns women of color have about their hair and what society deems “beautiful.” A lot of traditional brands told us that our kinky natural hair was not beautiful but are now starting to see the value of the Black dollar. They’re jumping on the natural hair bandwagon but are selling those same chemical-ridden products and calling it natural.
I hope the natural hair consumer still remembers to be educated and continues to advocate for healthy, real, organic products. Those products are Alikay Naturals.
Entrepreneurship is all about taking calculated risks—What’s the most pivotal risk you’ve taken, and how did it change your path?
The definition of Entrepreneurship should read “calculated risk.” Seriously! A major risk with running a Black-owned business is the lack of access to capital, certain networks, and resources. Black-owned businesses statistically receive limited access to mentorships than our counterparts.
My husband Demond and I were first-generation business owners and did not have prior business connections or guidance. However, we were also raised in very financially conservative households (a.k.a. raised in families that didn’t have a lot of money), so we knew how to stretch a dollar, and use it wisely. We used this and applied it to our business as well.
We heard horror stories of businesses taking on investors too early. Then, the investors came in and ruined the brand because the initial idea and concept of the founders had been stripped away. Instead of focusing on investors or shareholders, we decided to focus on serving our customers first.
2020 presented everybody around the globe with new, unprecedented challenges. How did you #FindNewRoads + switch gears towards your new version of success?
The setbacks and challenges that came with 2020 allowed my company to pivot in many ways. My team and I had to get creative with additional ways to source packaging. Those creative ways have now been implemented into new systems that have completely improved the way we work with suppliers and vendors in the supply chain both domestically and internationally.
It also allowed our brand to readjust our approach to connecting with our customers since live events and tradeshows, which are such an important component in our industry, were canceled
The shut down allowed us to pause and re-strategize the direction I want to take with my brands. To be honest, before the shutdown, everything in life was moving so quickly that we were just running full speed ahead. But now, we’ve tightened up our strategy and restructured the business internally to ensure that we are properly positioned for growth.
For those who haven’t started a business (or are about to), what advice do you have?
Always trust your gut. A lot of new entrepreneurs, or future ones, enter spaces and second guess their own judgment. I have found that trusting your gut will take you far. Also, I challenge you to always continue to expand your mind and learn something new. In my book, 90 Days to CEO, I talk about the importance of leadership growth. An organization can only continue to grow if its leader continues to grow as an individual and as a CEO.
In funding your business, you decided against venture capital and went the self-funded route. In an interview with Forbes, you revealed that you started your now multi-million-dollar business with just $100 from your savings—which is so impressive! What is your number one piece of financial advice for any new entrepreneur and why?
Always know your numbers and your margins. You are in business to be profitable—not just to be popular—so understand your profit margins. Also, keep your expenses and overhead as low as possible for as long as you possibly can. Some people at the moment, once their business starts to become successful, think they have something to prove by opening a physical location. There are so many companies that have grown into multi-million dollar, or even six-figure generating, brands that still operate in an apartment or a house.
It’s easy to celebrate the wins, but how do you handle failure or when something hasn’t worked out for you?
I was paying an employee who I hired based on what they thought they deserved and not necessarily based on the credentials and experience that they had. Their work ethic, performance, and results did not match the salary that they had demanded. They no longer work for my company. They only lasted a few weeks, but it was a necessary lesson that I needed to learn.
Research has shown that early mentorship can have a major impact on a small business’s revenue and growth, and you’re paying it forward to the entrepreneurs coming up behind you through your online educational platform Rochelle Graham Business University. How have mentorship and networking opportunities contributed to your success, and what advice can you share for aspiring entrepreneurs who are seeking a mentor?
The mentors in my life taught me (and still teach me!) about customer service and always being gracious and thankful. It’s truly a learned trait, and sometimes, it’s lost as a business grows. It then becomes less about customer satisfaction and client happiness and more about the sale. And I never ever want our reputation to be that we sell good products, but the service is awful. The Alikay Naturals experience is a package deal from when you browse a product, purchase it, bring the product home, check our social media, and see educational tutorials on how to properly use our products. We provide you with customer service throughout your entire hair journey.
If you’re seeking a mentor, make sure that you are prepared. Don’t seek mentorship if you are not serious about what you are doing because the person you’re seeking out to become your mentor is probably extremely successful with an extremely busy schedule. So, you have to already have something established or have a plan. You have to be dedicated and not waste your time or theirs.
Also, when outreaching, find out what you can offer them as well. Don’t be fooled that just because someone is a successful business owner, they can’t use support in some form. Figure out how you can offer some sort of support to them as well. Even if they decline, at least it looks like you’re not just going with your hands out with nothing to contribute.
What's the one productivity tip or work hack that truly changed your life?
I make sure that I take one full hour for lunch to reflect. Sounds simple, right? I used to work straight through lunch. It wasn’t healthy. You’d be surprised how many entrepreneurs skip out on eating right, doing true self-care, or taking care of themselves before others. As entrepreneurs, it is essential to stop, self-evaluate, and reflect on certain questions, and I do that during my lunch hour. Mindfulness is the key to achieving the kind of success entrepreneurs want.
If you could go back to the beginning of your career journey—with the knowledge you have now— what advice would you give yourself?
I wish that I had paid myself earlier on because my personal finances and credit took a huge hit during this time. I wasn’t paying my student loans for the first couple of years as an entrepreneur because I wasn’t paying myself anything. I was only doing what it took to pay our basic expenses such as rent, food, etc. My personal finances took a hit that, honestly, was extremely embarrassing and took some years to rebuild.
Fill in the blanks:
When I feel fear, I…
Pray and meditate.
The best career advice I always give is...
To always trust yourself and your gut first.
To be successful, you need to be...
Honest, willing to lead, and have to want to continue to educate yourself daily to perfect your craft.
I turn bad days around by...
Spending time with my family and listening to my favorite podcasts.
The three qualities that got me to where I am today are...
Being gracious, always being willing to learn more, being ambitious.
