Soa Hair
40% conversion at launch. ×3 average basket. 200K organic views with no ad spend.
↓ Read the caseBefore the Lab
Soa Hair didn’t exist yet. No brand, no community, no website, no product launched. Just a founder with a sharp idea and a product designed for kinky hair, in a sector saturated with bland talk about “textured hair”.
Launch a brand with no budget, no network, on a taboo subject.
Test the appetite of a niche market while laying down a story strong enough to exist without ads. Not create another product. Bring out a brand people were waiting for without knowing it yet.
The protocol we applied
We probed the emotional terrain around kinky hair — what gets silenced, what gets ignored, what gets pushed away. We took the angle nobody else took. We deployed a companion-brand, from the site to social.
- Reveal
- Calibrate
- Deploy
The 2000s R&B bet.
In a sector dominated by “clean beauty” codes — minimalist white, sober typography, polished photography — we took the exact opposite. The world of 2000s R&B: softness, care, sensuality, warm light.
Not an aesthetic choice. A strategic one. 2000s R&B is the era when an entire generation first heard that one could be soft, proud, powerful, and oneself, all at once.
Soa Hair isn’t a product brand. It’s that conversation resumed.
The formulated identity
An art direction designed to wrap around you. Warm palette, breathable typography, a visual tone that says: “you’re allowed to be yourself, beautiful and free, with no compromise.”
The deployed applications
Site, social templates, launch content — all designed as living spaces for identification, not as storefronts.
Four months after the communication launch. September to December 2025.
- 40%Conversion rateAt launch
- × 3Average basketvs initial estimate
- 200KOrganic views€0 media budget
- 2 wksBefore first saleswith no ads
- Thank you.
- We needed this.
- Keep going.
, Soa Hair community, first weeks post-launch
Already seen as the safe place for afro hair.
The traction of the first months let Soa Hair design a real product line — new products aligned with what the community asked for. A brand that didn’t wait to have the means to take its place. It started with meaning.
Cas accompagné de bout en bout selon notre protocole en 3 phases.
Coachamo
×2.5 on rates. 250K combined followers. 60% acquisition through the integrated system.
Le prochain dossier, c'est peut-être le tien.
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