At a Glance

Wuli Hair Care is an Australian, natural-made hair care line for those with curly hair who are looking for high-quality products made well and made simply.

Who is Amadou Doumbia?

Meet Amadou Doumbia, founder and director of Wuli Hair Care.

About Wuli Hair Care

Hair care can be complex on its own, but when you’re dealing with curly and wavy hair it can be even worse, which is why, five years ago, Amadou decided to create something. He knew that there were limited options when it came to products that were natural, effective, and simple and Wuli Hair Care could answer that need.

Made in Australia and primarily sold in Australia, Wuli Hair Care is very much a D2C company with an online store and a handful of retail partnerships.

Amadou’s Journey

Wuli Hair Care is still a small-scale team with a meta-ads team based in Cyprus, a web developer based in Spain, a commercial director in London and a photographer who is located in Australia as well. What that means is that the entire team is working remote and still managing to drive Wuli Hair Care forward.

Business Growth and Revenue Strategies

There’s never enough time in the day, and that’s true for Amadou as well. It’s why, as a small business, he’s unable to do everything all at once. It’s why the business has to focus in specific areas such as Black Friday and Christmas, or D2C marketing rather than spreading out into several different parts of the business at once, even if they’re all important.

With a little extra time, however, Amadou would love to invest in education and engagement. Helping customers to be more educated about the product and the brand means that they would be more excited about everything that it stands for, which would make products easier to sell. Not only that but it makes it easier to convince those people to tell others about the product as well.

Wuli Hair Care’s CX Philosophy 

What about customer experience? What does it look like at Wuli Hair Care? It looks like simplified curly hair care. Amadou believes that curly hair has become far more complicated than it ever needed to be. And on top of that, it’s become far too serious.

Rather than spending forever following a 8-12 step routine for your hair, it’s about spending a shorter amount of time with the right two to four products to get it right. And to make sure that you’re getting the best you can with a simple routine.

What’s different about Wuli Hair Care? Even if they don’t have the product, you need for your hair, they want to help. That means they provide information even for products and services that they don’t offer, and can help you find a hairdresser that can address your concerns.

Making it Personal

While Wuli Hair Care doesn’t have a permanent storefront, they do have a presence locally with a weekend market store in Sydney. And that market store allows Amadou to offer one-on-one support and education to the people who show up. It also helps them get the specific help they need for their problems and all of that means even more loyal customers and people who keep talking about the brand.

Innovation and Adaptability

As they continue to move forward, one key priority for Amadou is increasing retention rates. With current repeat purchase rates around 13-13.5%, he knows that there is room to improve. And he knows where the problem lies.

Initially, the company had a strategy primarily focused on pursuing retail and wholesale but decided to change tactics. Now aiming for a more D2C approach, they spent a great deal in meta-advertising and other methods to acquire new customers. But not enough attention was put on bringing people back. Add in the fact that the product doesn’t need to be ordered every single month but rather close to every three or even four months and it’s more difficult to keep customers buying.

Still, Amadou is looking at ways to improve those numbers like subscription plans and loyalty points through platforms like Smile.

Creating Goals and Plans

What’s on deck right now for Wuli Hair Care? The next thing is Black Friday and Christmas season, starting with a giveaway launch. Rather than offer discounts and sales, Amadou is focused on launching new products for the holiday season and offering new bundle solutions. But the giveaway is another opportunity to bring in even more customers.

To make all of these things happen, Amadou is scheduling photo shoots and marketing strategies and creating the bundles that are going to be featured. These methods have worked in the past and Amadou is certain that they’ll continue to drive traction and revenue.

On top of that the goal is to build the business from a five-figure monthly revenue to a six-figure monthly revenue. By jumping from around $18,000 to $25,000 of online sales per month to six-figure monthly revenue the company will be able to reduce their reliance on paid advertising and increase their net profitability. What happens then? They’re able to continue scaling and investing in people to keep growing even further. And that’s where Amadou can start planning the big initiatives and start reaching out for those areas that he hasn’t been able to thus far.

Supporting Entrepreneurs of the Future

Take the time. The most important thing that Amadou has to say is to simply take the time to understand your customer and to love your customer. On top of that, have a solid understanding of why you exist and what you have to offer and then connect with those customers.