IV KULTURE nail brand sales serve to support 2% Black Nail Tech Initiative
By Emma Hobday | 26 December 2021 | Brands, Feature, Tech Talk
Scratch chats to entrepreneurs Tianna, Taja, Ty, and Toi, the four sisters behind the Florida based nail brand IV KULTURE, about how they are making changes in the Black nail tech community and why they created The 2% Black Nail Tech Initiative…
How did your business journey begin?
We started IV KULTURE because we all knew the importance of ownership. We didn’t come from a family of entrepreneurs and wanted to create a business that could be passed down for generations to come. We all love nail polish and nail art, so it made sense to create a brand built around it.
We love the name – how did you decide on IV KULTURE?
We wanted our brand to be representative of us. The name IV KULTURE pronounced (‘Four Culture’) reflects our sisterhood. The name also incorporates the Roman numeral IV (four) – because it symbolises our desire for focus, connectivity, and solidarity.
Our product revolves around four pillars which connect the mind, body and spirit. In nature, we often associate ‘order’ with the number four considering that nature’s most authentic attributes centre around four seasons, four elements and four navigational directions.
Thoughtfully designed, from the shape of the bottle, which is a perfect square, our nail lacquers can utilise more polish volume with a sturdier foundation. If our bottle falls, by the nature of its design it will not roll – making it durable and spill-proof.
What makes IV KULTURE stand out?
Our brand is cause driven, where every product sale supports the 2% Black Nail Tech Initiative that is aimed at closing the largest beauty gap and supporting Black nail technicians nationwide.
What is The 2% Black Nail Tech Initiative, and why is it important?
We created The 2% Black Nail Tech Initiative in 2020 to help amplify Black nail technicians by creating a platform that supports, collaborates and showcases their artistry. Black nail technicians make up only 2% of registered nail techs in the US – one of the largest gaps in the beauty cosmetics industry.
Our goal is threefold: build a Black nail tech directory across 50 states in the US, help 400 Black nail techs obtain their licence and operate in the US, and locate apprenticeship opportunities and support the cost of nail insurance and beauty therapy college fees.
What benefits have you seen from The 2% Black Nail Tech Initiative?
Since we launched the initiative, the level of support from Black nail technicians has been overwhelming. We’ve been able to connect with influencers in the space to help bring awareness to this gap and use their platform to showcase underrepresented communities.
We’ve also been able to streamline an ongoing database which we’re planning to debut in 2022, which will make it easier to connect Black nail techs with potential clients. This is just the beginning of a long-term plan to be able to support Black nail technicians through elevated exposure and financial support.
Who does what in IV KULTURE?
Tianna: We all do a little bit of everything. But primarily, I handle the finances, so it’s my job to make sure bills are paid and taxes are filed.
Taja: My focus is primarily media relations and telling our company’s story.
Toi: I develop content and maintain our website to ensure that our customer e-commerce experience is seamless.
Ty: I manage our online platform, primarily creating social media content to keep our consumers updated on nail history, facts and latest product releases.
What is everyone’s favourite shade, and why?
Tianna: I love all the shades but Rich Auntie is my favourite colour at the moment. It’s such a great colour and the name speaks for itself. I’m also an auntie, not quite rich but it makes me feel like it!
Taja: Cuffin Season feels like Christmas, warm and happy. I’m always searching for the perfect shade of grey, and this one is super versatile, so it feels right for every season.
Toi: I like Femme Fatale because I love all shades of red. It makes me feel confident and beautiful. I never have to worry about being in season because red is always in.
Ty: Social Butterfly is my most favourite shade in the entire collection because it is a direct reflection of who I am. The colour is vibrant, fun and beautiful.
What is it like working with your sisters?
Overall, working together is fun. We truly have a close relationship, so naturally we understand each other’s personalities and ‘flaws.’ We all bring unique perspectives to the table. Working with your sisters can come with its own set of challenges so we have to remember to maintain the personal and professional balance.
What are your future hopes and goals for IV KULTURE?
As a small Black owned business, we understand the challenges that exist with breaking into the beauty industry while being health conscious.
We currently offer 18 colours, but we would like to invest in more colours to market across each season. We’d like to work with major retailers, to help increase our visibility to build our brand awareness, as many consumers who could benefit from our products are unaware that we exist!
Only 2% of registered nail techs are Black, which is why we wholeheartedly believe in working to close this gap. Helping to support the cost of beauty therapy college fees to help more Black nail techs obtain their license to operate in the US is needed and necessary in our industry.