Pre-Launch Website and Waitlist for a Beauty Brand

The brief
MJ’s Mane needed a website before the product existed, with two jobs: explain why the brand needs to exist, and grow a waitlist.

The work
The site leads with the promise, Relax, Sis., and with the problem: Black women make up over 70 percent of the relaxer market, yet the industry has barely innovated for them. Small community moments kept people close before launch, including Crown Circle, an open conversation in Japan for Black women about their hair stories, and a survey giveaway that fed straight back into product development.

The result
The waitlist grew from zero to over 80 people with no ad spend.