Ultra/Standard, a multicultural hair care and beauty distributor, has acquired TextureMedia, a social media company that specialises in multicultural hair care.
Ultra/Standard distributes beauty products to US retailers including Bed Bath & Beyond, Sally Beauty Supply, Target, Walgreens and Rite Aid. It also supplies products to countries in Africa, Europe and the Middle East.
TextureMedia runs a number of online platforms that attract consumers interested in multicultural hair care products. Its four platforms include: NaturallyCurly, CurlyNikki, CurlMart and CurlStylist.
Through the acquisition, Ultra/Standard hopes to create dialogue with the consumers that use TextureMedia platforms and expand its reach to a wider audience. Michael Ross, President of Ultra/Standard, said: “TextureMedia possesses a honed ability to connect with the multicultural beauty consumer and a demonstrated track record of building brands and recognising opportunities within this ever-expanding beauty category. This union reinforces the importance of cultivating a closer relationship with the end consumer and creating a two-way dialogue that is imperative to our brands’ collective growth. We’re excited for what’s ahead and for the comprehensive 360 degree platform we’re planning to foster the conversation between retailers, brands and these valued consumers.”
Crista Bailey, CEO of TextureMedia added: “Separately, Ultra/Standard and TextureMedia are pioneers in this industry. Together, we create a best-in-class offering and 360 degree platform in the world of hair care by elevating this consumer’s voice and insightful feedback in the entire process, from incubation to promotion to point-of-sale. With Ultra/Standard’s support, we have an opportunity to reach more of the approximately 70 million adult textured-hair women in the US with our message of empowerment.”
