Locsanity: A journey rooted in self-love

Locsanity founder Charmaine James felt pressure to straighten her hair to fit into corporate America’s beauty standards. She wanted to find a way to empower people to celebrate all forms of natural beauty as both worthy and professional. And as a mother, she wanted to teach her daughters to be confident in who they are. This led her to try locs—which turned out to be incredibly liberating.

Charmaine calls herself an “accidental entrepreneur.” When she tried locs, she struggled to find plant-based haircare products, so she started mixing her own. She quickly realized she wasn’t alone in wanting high-quality, natural ingredients. Collaborating with an organic chemist, she refined her creations, and Locsanity was born. She juggled her full-time corporate job while her business grew. Now, she’s fully devoted to helping others on their journey to beautiful, healthy locs.

Her business background helped Charmaine manage her company, but she lacked expertise in shipping her products. Early shipping methods frustrated Charmaine and her customers, with unreliable package tracking and inaccurate delivery dates. Working with a FedEx® account manager was a game changer. She found the right packaging to protect heavy liquid products and save money. “The fact that this huge corporation actually cared about my little, itty-bitty business, my needs, and meeting my customers’ needs—I mean, that just says so much.”

Locsanity products are mixed, bottled, and warehoused in Coral Springs, Florida. Charmaine closely monitors the products to ensure quality control. She takes pride in her formulas, ensuring only the best ingredients go into every bottle. As the company grows, they are venturing into wholesale distribution, presenting another logistical challenge. Now as a recipient of the 2024 FedEx Small Business Grants program, they plan to expand their warehouse and fulfillment operations.

When asked for advice for other entrepreneurs, Charmaine emphasizes the importance of completely believing in your product. It requires a considerable time commitment, and passion for your work goes a long way on long days. She also highlights the importance of “standing on the shoulders of others.” Building a network of people who have experienced the struggles of starting a business is key. And it provides a sounding board for ideas—and a model for success.

Charmaine may not have set out to be a small business owner, but her purpose feels right. When asked about her goals, she says, “Success looks like the next generation embracing their natural beauty. I know that’s a lofty goal. And I’m reaching for the clouds.”