The momentum of Grace Eleyae seems unstoppable as it barrels into the first quarter with an all-new spa collection. With the health and wellness spa industry earning $19B in 2022, it’s no surprise for the niche brand to lean into the trend of at-home spas while providing professional spas with more stylish alternatives to typical, clinical white terry cloth options.
The collection includes shower caps, absorbent microfiber towel turbans and headbands, silk scrunchies, loungewear, oils, masques and assorted implements such as combs, detangling brushes and tamers. And like its core products, the brand’s spa pieces were conceived specifically to protect hair with particular attention to those prone to damage. Profits from the sales of the Grace Eleyae collection also help provide fresh accessible water to a village in Uzere, Nigeria.
Since its inception close to a decade ago, Grace Eleyae has been a buzzy rags-to-riches story that has garnered two recent appearances (2020 and 2022) on Oprah’s Favorite Things list as well as a celebrity following that include Gabrielle Union, Viola Davis, Eva Longoria and many others.
Its namesake founder Grace Eleyae was the first-generation American from a Nigerian father and a Kenyan mother. And growing up in a predominantly white suburb provided scant ways to fit in with her short, fine hair unable to sway back and forth like those of the other girls. She also realized later that her hair was also more susceptible to damage.
“The tighter the curl, the thinner the cuticle on the hair shaft,” explained Eleyae. “This makes it difficult for oil to travel from the scalp to the hair strands and results in a tighter curl pattern [that is] likelier to dry.”
And unfortunately, keeping hair covered, especially during sleep, didn’t really help much primarily because the material was wrong. Eleyae revealed, “I decided to create my own headwear and accessories that would change all that. Unlike cotton which absorbs moisture away from hair, our collection is made with satin and silk to contain that moisture in the hair where it belongs. Sleeping and resting the hair against satin and silk results in less friction which helps to eliminate unnecessary split-ends and hair breakage.”
Another aspect of the brand is a sense of style unlike anything else in the market. Eleyae added, “I grew up surrounded by a rich cultural heritage, going to events where bright, bold fabrics were the norm. I loved the idea of incorporating them into our line.”
With her breakthrough product, the Satin Lined Cap (aka the Slap), Eleyae established a company owned and operated by her family with each member performing different functions. Eleyae herself stays on top of everything.
“I oversee development, production and fulfillment operations,” she said. “I’m usually in meetings in the morning to make sure projects are on track, and I’m constantly comparing our plan to actuals with the team daily, weekly, monthly and quarterly.”
Of the entire collection, Eleyae added, “My favorite product is still the knot turban because it works great and is versatile for different looks. But in general, my go-to recommendations for first-time users are our staples: original Slap, adjustable Slap, knot turban and silk pillowcase. Any combination of those works well to cover your hair from your morning to your nighttime routine.”
Not too long after introducing the line online and overcoming growing pains, traction steadily grew from social media engagement and the interest of high-profile celebrities. Eleyae recalled the early days of the journey and its challenges.
“Because we didn’t have access to the spaces that make big decisions for different corporations from banks, publications and retailers, we were forced to get creative with how we ran our business,” she explained. “Key to that was taking the product to market. So instead of going through retailers, we found ways to go directly to consumers right away.”
Soon, the brand was being touted in national platforms like “The View” and “Good Morning America.”
The growth of the brand is a testament to the growing market demand for products that speak to specific needs instead of the previous generations’ one-size-fits-all focus. Eleyae said, “Our brand’s biggest goal is to provide solutions for people that help make their confidence look effortless. So, I think people should be permitted to feel confident in whatever they wear.”
