NielsenIQ, the world’s leading consumer intelligence company, reported that “in 2023, Black consumer spending on beauty products amounted to $9.4 billion, with dollar, unit, and household growth outpacing growth for the US at large.”
Despite the big dollars that Black consumers spend on beauty products, non-Black-owned beauty stores often thrive in neighborhoods where African Americans live and spend money.
Keisha Wade, an entrepreneurial Baltimorean and senior cosmetologist, represents a small segment of Black-owned beauty supply owners who are trying to chip away at a hard-to-crack market. She will soon celebrate the anniversary of her beauty supply store, KeepItCute Beauty, located at 4602 York Road in Baltimore, Maryland, on August 1, 2024.
“We carry everything that an average, basic beauty supply would carry,” said Wade. “Our goal has been and remains focusing on customer service for everyone who walks in.”
Tonya Briggs, a Pasadena, Maryland resident, patronizes both Wade’s salon, KeepitCute Creations by KMW, and the new beauty supply, KeepItCute Beauty.
“Everything is so serene. She’s [Keisha’s] about peace. She’s about harmony. She’s about woman-building, [and] haircare,” Briggs said, emphasizing Wade’s high level of professionalism.
Briggs stressed that Wade cares about what she sells to her customers beyond just making money.
She added, “If it’s not good for your hair type or any type of issues that you may be having with your hair, she’s [Keisha’s] completely educating you on it.”
Briggs stated that Wade stepped outside of the box and faced challenges to purchase beauty supplies as an African American woman, participating in an industry “that’s mostly not dominated by our people.”
Courtesy of Keisha Wade
Same-day delivery, seven miles or less from the store, is a unique feature of KeepItCute Beauty. According to Wade, the current delivery fee is $1 per mile. A $35 minimum purchase is required. The entrepreneur strives to keep the website, keepitcute.net, up to date. Customers may call 443-708-2182 to discuss and place their orders.
Robert LaPrade started the journey with Wade, providing hands-on support. The master plumber by trade helps his fiancée build the brand. He works a job at night and volunteers in the beauty supply store, to support Wade’s dream hands-on, helping her to expand a community presence
Before entrepreneurship became her calling, Wade’s childhood roots in Northeast Baltimore were speckled with challenges and ultimately resilience.
“I wound up going to Charleston Job Corps [Center in West Virginia] where I was able to get my… GED, and go to college from there,” Wade said.
Wade became a mother and wife, and held different jobs after returning to Baltimore.
“Bank of America laid me off, probably in 2009 when they were going through the bank crisis,” Wade said. “I took my 401(k) and my retirement. That’s when I decided to go into business for myself. I went to trade school for cosmetology.”
Wade earned her cosmetology license in 2012. She began learning more about business and customer service. She worked in different salons, trying to find her niche while becoming more independent. Wade taught cosmetology school. She prided herself on building her business around customer service, consultation, and understanding clients. KeepitCute Creations by KMW’s brand grew. Next, Wade thought of opening a beauty supply store.
Photo courtesy of Keisha Wade
“The beauty supply store was really designed for more of the community who could not afford the hair salon prices, but they still needed items from a beauty supply store. We’re kind of in the middle and probably like about two miles give or take from the next beauty supply store,” Wade said, referring to KeepItCute Beauty.
A building divides her two businesses. The beauty supply offers human hair, wigs, ponytails, products, shampoos, color, shirts, and more.
“A lot of people come with gratitude for being able to come somewhere close. They don’t have to catch the bus,” said Wade.
Wade lives approximately six minutes from her businesses. She wants to give back through, stuffing book bags with grooming supplies for neighborhood school children to help them prepare for back-to-school. The entrepreneur would like support from the community by receiving book bag donations.
In another year, Wade aspires to achieve specific growth in her beauty supply business.
“I would like to see myself bringing in at least 15 clients a day with a minimum ticket of $30,” Wade said, speaking about her desire to attract more neighborhood foot traffic.
Briggs made a case for Wade’s dream to come to fruition.
“It is overwhelmingly awesome!” Briggs added, speaking about Wade’s business acumen.
Visit https://keepitcute.net to learn more about Wade’s beauty supply store, or to follow up about the future bookbag drive benefiting local youth.