For 25 years, Decatur, GA-based McBride Research Labs has successfully capitalized on a nationwide trend toward natural hairstyles, which has translated into growing consumer demand for gentle products formulated to smooth and prevent breakage of textured, curly hair.
At first, McBride Research Lab marketed its premium products exclusively through professional salons. But when the time came to grow at scale, nationally, President and CEO Cornell McBride turned to Walgreens.
"Walgreens was one of the first national retailers to give us a trial," by offering the black-owned business' Design Essentials product line in 300 stores, initially. Today consumers can find Design Essentials in 1,200 stores across the chain today.