2019 Honorees

Muhga Eltigani

CEO & Founder

“Start now. There’s never a better time.”

How did you start working in eCommerce?

I’ve spent my life searching for products that would make my hair strong, soft, and healthy, and that would celebrate my curls and their natural beauty. All I could ever find on the market were products that left my hair dry and brittle. I decided to make a new line for people like me, using fresh and natural ingredients that would treat our hair with the love it deserves. The easiest way to sell my products was through eCommerce.

What does your typical work day look like?

No two days are really alike. We start off with a team meeting: a 15 minute run-through of what we’re focusing on for the day. Then, throughout the day, I’m filling in the gaps of whatever we need in terms of moving the strategy forward. I also try to leave two hours a day of alone time to think about the next steps for the company.

What do you love most about your job?

Talking to customers and hearing their experience with the product, whether it’s good or bad — just knowing that it’s affecting them. I just love making things that work for people, and if they don’t love it, I love fixing things so that it can work for them.

Pattern art Pattern art

What advice would you give to others looking to work in the industry?

Start now. Don’t wait until you think your product is perfect because it’ll never be perfect to you. Plus, if you already think it’s perfect, you’re always going to get feedback on how to improve it. So you might as well launch sooner, get that feedback from customers, and then make a better product. Start now. There’s never a better time.

What do you think is the next big trend that will define the industry?

People are getting creative with subscriptions by offering different box options. There’s also a push to break away from the big box companies. People are becoming more aware of how companies make their products so they’re making sure the products they are buying are aligned with their morals.

Are there other women in the industry that you admire & why?

Melissa Butler, Founder and CEO of The Lip Bar. She does a good job of connecting the offline and online experience. And I love her vegan and cruelty-free lip glosses.

Also Jasmyne Dennis, who started the organic skin and hair care line Kyoto Gold. I love the simplicity and that it actually works.