From Kitchen Batches to Clean Haircare: How Tanya Perkins Built The Refig
Tanya Perkins didn't set out to build a haircare brand. She set out to solve a problem she'd lived with her whole life - the impossible choice between staying active and having healthy, defined curls. After an autoimmune diagnosis pushed her to rethink everything she put on her body, she started making her own products: clean, simple, and small enough to fit in a gym bag.
What happened next surprised her. Friends wanted them. Then friends of friends. Then a stranger texted her a photo of a child asking for more conditioner - and Tanya realized her hobby had become something bigger. That's how The Refig was born: a clean haircare brand built for people who refuse to choose between an active life and great curls.
What inspired you to found The Refig and what were the main challenges you faced?
The story for The Refig starts in 2 places: 1. I was born with curly hair and I love being active and, 2. I was diagnosed with an autoimmune condition
As a kid and adult I faced the same conundrum as many of us - play sports, enjoy the outdoors and travel OR have great looking hair. I chose to be active and work my hair in a ponytail well into adulthood. Then, about 10 years ago, an autoimmune condition made me realize the importance of what I put in and on my body. So I made products that were clean, quick and easy to use, and could travel with me and fit into my gym bag.
One day, my college roommate came over and saw I was making a batch. She goes “Is that why your curls are so defined! Jeeezzzz… you’ve been holding out on me and I made you a God Parent” She goes home, uses it on her and her kids, and then texts the rest of the roommate group to say “my curls are doing things they never do… get some of Tanya's conditioner.” The roommates start sending me money although I’m telling them I’m not in business. They laugh and say “send it”. Pretty soon I’m sharing with family and friends on the regular and, it turns out, they are sharing with their family and friends.
One day, I got a text message with a picture of a small child asking for more conditioner. I didn’t know the kid or the mother and so I’m excited that there’s a market. But I’m also freaked out because this is my hobby and I’m making it in my kitchen. So, I decided to figure out how to bring this to market with manufacturers and more.
It took a long time to find partners who were really going to work with me and respect the vision. I’ve had formulators take my money and ghost, or were slow or just couldn’t figure it out, so I learned to formulate. We’ve had production teams ask if we could switch to liquid formats when they could figure out how to pour a bar, I’ve had manufacturers who ignored us because our batch sizes would be too small, so I found women and minority owned manufacturers who knew what it was like to be the underdog.
All that said, we’ve relaunched and are selling through our website.
Did you start the venture alone?
Yes. But I’ ve had some great friends and family rally around the brand to help me really nurse it through the years of R&D. From testing the product to handing out hundreds of samples in 90 degree weather to setting up ad accounts, I’ve been amazed at how one’s community can really show up.
What's your business model, and how have you grown your revenue?
We’re D2C first and working on other channels. We’re starting with limited runs and scaling from there to ensure product quality. Plus, by keeping inventory low we can put more capital into marketing and other activities.
The Refig is committed to expanding access to sports, outdoors and travel. We do so by offering hair and personal care that is quick and easy to use, has ingredients you can feel good about and is eco- and travel friendly. That said, we are looking to partner with orgs and individuals you expand access in these areas amongst youth and returning service members. Past partners include a nonprofit which teaches swim lessons, at risk youth shelters etc.
