In 2020, BREAD Beauty Supply approached BLANK to develop their brand position and strategy.

The goal was to make the much-dreaded “wash day” something fun, convenient — and appealing to the young, Instagram-driven consumer.

Through examining the history of Black haircare in the US, the total ethnic haircare market, competitors — from mass to prestige to “kitchen counter brands” — as well as through consumer interviews, we developed the idea of “Unbasics,” focusing on the idea that WOC deserve haircare that doesn’t stigmatize their unique hair: it lets them be themselves.

The brand sold out at Sephora.com upon debut and got notable press attention for its unique POV — in addition to securing $2M+ in funding from Imaginary Ventures.

In 2021, BREAD Beauty Supply was named on Interbrand’s Breakthrough Brands List.