MIAMI _ Founded by twin sisters Alex and Donya Litowitz, Miami-based beauty company Condition Culture launched its first product, Featherlocks (feather decorations for the hair), in April 2010, appearing in top fashion magazines and television shows. Condition Culture continues to sell the original hair feather extensions and has since developed several other products, including Puppylocks, feather accessories for dogs.
After graduating from Northwestern University's Kellogg School of Management in December, Donya decided to purchase the company and move it further into professional haircare products. Alex, a hair stylist who would put artistic feathers in her clients' hair before they created the product, wanted to start a family and return to hair styling. "Since the purchase, I have focused on reorganizing the operations and product development to refocus the resources on the new direction," said Donya, who had a background in real-estate finance.
Condition Cutlure's latest brand, Colorsmash color-kissed hairspray, a color hairspray with no iron oxides, launched in June at Cosmoprof in Las Vegas. It is also sold in Germany, the U.K., South Africa, Australia, Italy, China, Korea, Israel, Scandinavia and the Netherlands. The product (about $20 a can) results in professional-looking color without the commitment or mess like current options on the market, Donya said. It is now the company's key product.
This year, international distribution has doubled for Condition Culture; the next growth focus is the Asian market. Donya has also increased the use of technology to increase efficiency and has reduced the team to eight core people in a flat organization where she interacts with all areas of the business as needed but allows each department to function independently. More deliverables are outsourced to keep the company lean and agile.
"We have created a very collaborative environment. It's become a family; we spend a lot of time together, and working toward a common goal keeps us united and moving forward. Stella, the office dog, contributes just as much," said Donya, a third generation Miamian. The company's offices include a showroom, product design, business development and distribution. Stella is a key part of the staff, offering valuable feedback on the company's pet products, as well as being a stress reliever and morale booster.
Plans include bringing more manufacturing back into the U.S., and new product development with a focus on Colorsmash and Puppylocks. The next big product launch is in July. The company won't disclose what's coming but said it is aimed at significantly widening Condition Culture's market. Condition Culture's products are sold online at Conditionculture.com, as well as by retail partners. Its popular pet products are also sold at PetsMart.
"You have to make mistakes to learn anything," Donya said. "Don't compromise on what you really want."
