Eve by Boz: Netflix’s Former CMO Launches Revolutionary Black Haircare and Luxury Wig Brand
Former Netflix Chief Marketing Officer Bozoma Saint John is making waves in the beauty industry with the launch of her groundbreaking haircare company, Eve by Boz. The renowned marketing executive, who previously led brand strategies for tech giants including Apple and Uber, has invested several million dollars of her personal wealth into this innovative venture focusing on premium wigs and haircare products designed specifically for women of color.
A Gap in the Market Meets Innovation
Saint John, 47, identified a significant market opportunity in the wig industry, particularly noting the lack of diverse representation in product development. “There’s really no voice in the production process for women of color and Black women, who are the ones consuming a majority of the product,” she explains. Her extensive research included traveling to Guangzhou, China, where she personally vetted 40 vendors and investigated manufacturing processes throughout Asia.
Premium Products with Purpose
Eve by Boz launches with an impressive collection of 171 products, featuring meticulously crafted wigs available in five hair types, five lengths, and three lace colors. The luxury line ranges from $650 to $2,100 for wigs, while complementary haircare products, including signature shampoos and innovative hair perfume oils, are priced between $35 and $50.
Global Production, Local Impact
The brand has established its manufacturing base in Accra, Ghana, while maintaining strategic partnerships with Asian suppliers. With a team of 10 direct employees and approximately 50 total personnel, Eve by Boz demonstrates Saint John’s commitment to creating a global impact in the beauty industry.
A New Chapter in Brand Building
Drawing from her extensive corporate experience, Saint John emphasizes the importance of emotional connection in brand building. “What I really love about brand-building is finding the emotional connection between whatever the product is and the consumer,” she shares. Her upcoming appearance on Real Housewives of Beverly Hills is expected to amplify the brand’s visibility, though she clarifies this was not part of the initial business strategy.
Revolutionizing Industry Standards
Eve by Boz aims to set new industry standards with thoughtful details like reusable silk bonnets for wig packaging. Saint John’s vision extends beyond her own brand’s success, hoping to inspire industry-wide improvements in serving women of color. The brand will initially be available exclusively through its website, maintaining direct control over the customer experience.