Bozoma Saint John, one of the most high-profile names in marketing, is stepping into the beauty industry with her new venture, Eve by Boz—a wig and haircare brand specifically designed for Black women. The brand, which Saint John is self-funding, promises to fill a longstanding gap in the wig market that she believes has largely ignored the unique needs of Black consumers.
Saint John made headlines in 2020 when she became Netflix’s first Black C-suite executive, and she has previously held leadership roles in marketing at Uber, Apple, and PepsiCo. Now, she’s using her extensive experience in the business world to launch Eve by Boz, a brand she hopes will revolutionize the wig industry.
Eve by Boz will initially offer 171 products, including wigs in five different hair types, five lengths, and three lace colors. Prices range from $650 to $2,100, with complimentary hair care products—like shampoos and hair perfumes—available between $35 and $50. The brand has been developed with the input of hairstylists and manufacturers to create wigs that cater to diverse needs and provide a better fit for Black women.
One of Saint John’s goals with Eve by Boz is to address common frustrations Black women face when purchasing wigs, such as the difficulty of dyeing lace to match their skin tone. The brand also strives to set itself apart through small but thoughtful details, like shipping wigs in reusable silk bonnets instead of traditional plastic packaging.
Saint John has chosen to fund the venture independently, investing “a couple million” of her savings. “It’s time to reinvest in myself, and that’s what I decided to do,” she told Fortune. “Also, I can have total control. I don’t want anyone telling me what to do.”
The brand is run by a core team of 10 people, with 50 more working on production and operations. While suppliers for the products are based in Asia, the manufacturing takes place in Accra, Ghana, where Eve by Boz also has a retail store. Saint John is committed to keeping the brand’s operations under her control and has opted for a direct-to-consumer model. By focusing on online sales and her physical stores, she intends to bypass traditional retail partnerships to maintain creative freedom.
With Eve by Boz, Saint John aims to bring more innovation, quality, and inclusivity to an industry that has historically overlooked the needs of Black women.