- Michael James created the Frederick Benjamin brand to empower men of color.
- His products will soon hit the shelves in 500 Target stores.
- He said to never let perfection beat progress.
Michael James, founder of Frederick Benjamin, could once only dream that his products would hit the shelves of a huge nationwide chain. But he is no longer dreaming: As of March 6, his grooming products will sit on the shelves of 500 Target stores.
James told Insider that as a Black man based in New York City, he was acutely aware that most barbershops didn't offer an inclusive range of products.
He said he never found hair products that satisfied his needs and while he was an employee at L'Oreal, he mixed and matched products hoping he'd find the right formula.
Benjamin said: "Who else better to tackle this aggressive market other than myself? – One, with the experience, but two and most importantly, first-hand experience as a man of color." In 2019, the Create a Respectful and Open Workplace for Natural Hair (CROWN) Act was introduced.
In March 2021, Global Citizen, a movement that wants to end extreme poverty by 2030, said that the Act was introduced following several high-profile cases of hair discrimination in the US.
The Act outlaws discrimination based on hairstyle choices predominately worn by Black people, including afros, braids, curls, or locs. It has passed in 12 states, including California, New York, New Jersey, Virginia, Colorado, and Washington.
Education was the first and most important part of the mission, James said.
"I knew the barbers would be a key element, not only to bring awareness but to trial the products and have that conversation with clients."
James believed that surveying customers made the difference. He said: "Sourcing the information, knowing exactly what men liked and what they wanted to see more, and working alongside barbers to see the response made me believe I was onto something."
Target has 1,897 department stores per Statista's latest data.
The chain was always a retailer he had in mind when he started planning the business. In addition to getting Frederick Benjamin products on stores shelves in early March, he entered into their accelerator program and worked with Target to define where his brand fits in their portfolio.
James said: "I know too well how it felt to be overlooked." So having Target in his sights helped him have goals — and reaching these goals brought him personal satisfaction, as well as greater awareness to the hair discrimination affecting Black men.
He shared his 3 tips for small business owners looking to get noticed by larger chains:
Start small and test – source your information and go hard.
James said: "Collecting data and information about what is missing in the market will help you pinpoint how your product can fill that gap."
Get the model right, and go hard, he added. "If you have a good idea, 9 out 10 someone else has a similar idea."
Don't let perfection beat progress
Entrepreneurs continue to develop until it is exactly right. "I have done it, put it in the market and feedback comes back completely different than what I had in my mind. So I go back to it and redevelop completely."
Feedback will always help better your product – don't be afraid of criticism.
Stick with it
Hear the advice, sift through what's relevant for "your project, and ensure you have a strong foundation." James added: "Everyone wants to give you advice," thus it is crucial to know when to pivot and react.
What drives James is helping men of color represent themselves. "It's important for us to drive the narrative – the way we portray ourselves," he said.
James added: "There are so many brands out there that are trying to speak to us or on our behalf when in reality, it isn't a true depiction."
Now more than ever, he says, "it's about projecting the right light on men of color."