“Presently, hair care remains segregated in the beauty and personal care industry, with solutions for those with textured hair remaining separate and unequal,” says Kurzman, founder of OurX. “While celebrating the many powerful brands already shaping this category, OurX endeavors to use proven data to combat an oversimplified, one-size-fits-all view of the textured hair consumer.”

OurX Brings Technology and Personalization to Textured Hair Care

OurX, is a first-to-market, data-tech platform with the mission to bring personalized, high-performance innovation to the underserved textured hair consumer. OurX provides an individualized system of personalized regimens, one-on-one hair coaching, education, and community support to take the guesswork out of hair care.

Veteran music executive, investor, and board member Ceci Kurzman developed the business plan for OurX in response to the lack of investment, innovation, and data focused on textured hair. Kurzman was frustrated that business model innovations commonplace in the general market have been slow to include this powerful category of textured-hair consumers.

With a seed round led by Reign Ventures, OurX set out to build an intentionally diverse investor base. Additional mission-aligned angel investors include some of the most successful female entrepreneurs from the beauty and tech industries.

“We celebrate the visionaries at OurX who have unlocked a realm of personalized regimens, expert coaching, and transformative education for the diverse and intricate world of highly textured hair,” add Monique Mosley and Erica Duignan Minnihan, General Partners of Reign Ventures. “Their commitment to empowering individuals with tailored solutions sets a new standard in the industry, amplifying inclusivity and fostering genuine self-expression.”


OurX Web-Based AI

OurX will leverage advanced AI and proprietary algorithms to deliver an unparalleled, personalized digital experience through content, coaching, and interactive education. Users will access OurX initially through its web-based app on ourx.co and take an in-depth assessment that collects comprehensive data touchpoints, from their hair and scalp attributes to their lifestyle and preferences. The assessment includes a series of at-home hair health tests and personalized educational prompts responsive to the user’s input. The analysis of this data, combined with the input of certified hair experts, provides consumers with a daily regimen and insights on achieving optimal hair health.  

The consumer’s personalized OurX regimen includes curating high-performance treatment-based products developed by OurX specifically for textured hair to achieve hair and scalp health. OurX products are formulated to work together, with each product boosting the efficacy of the others in a streamlined regimen. Featuring skin-care-inspired ingredients like hyaluronic acid and squalane, combined with innovative ingredients such as AI-created peptides, OurX provides access to safer, science-backed and effective products engineered for the textured-hair consumer.

Leading style and education for OurX is Johnny Wright, a stylist with over 30 years of experience with some of the most well-known (and healthiest) heads of hair, including Michelle Obama, Kerry Washington, and Tamron Hall. The OurX expert team includes Harvard-educated and board-certified dermatologist Dr. Jenna Lester, founder of the Skin of Color program at the University of California, San Francisco (UCSF).