The brndBrief Podcast

How to Scale a Heritage Beauty Brand from Family Recipe to Mass Retail: Lessons from Chéribé Beauty's Journey from Chad to Target

• The brndBrief Podcast • Season 2 • Episode 3

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In this episode of The brndBrief Podcast, newest guest Salwa Petersen, CEO and Founder of Chéribé Beauty, a clean salon-grade haircare brand focused on textured hair. Salwa shares her journey from Chad to Harvard, where traditional beauty wisdom from her homeland inspired her to create an innovative haircare line featuring the proprietary Chébé Complex™. Their conversation explores Target's recent DEI initiative changes and the importance of maintaining authentic connections with core customers during retail expansion.


Key points include:


📌 Chéribé Beauty prioritizes scientific rigor by being the first textured haircare brand in mass retail to systematically conduct clinical testing on tightly textured hair types, addressing a significant gap in the industry where these textures were historically excluded from testing.


📌 The brand successfully transitioned from prestige to mass retail through Target, chosen for its premium positioning and ability to reach their core African American customer base, with Peterson noting they earned their placement through standard evaluation rather than DEI programs.


📌 During recent shifts in Target's DEI initiatives, the retailer's team demonstrated strong support by proactively reaching out to maintain communication and gather feedback from brand partners like Chéribé Beauty.


📌Salwa emphasizes maintaining authenticity while scaling by staying true to the brand's African roots and primary focus on textured hair, while also acknowledging their products' effectiveness has naturally attracted customers with other hair types.



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https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 



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Guest Information

https://cheribe.com/ 

https://www.instagram.com/salwapetersen/