Simplifying Success: Gaia's Formula for Capturing a Niche Market
- Bethany Sharp
- Apr 12
- 5 min read
Updated: Apr 25
Laid off from her job just hours after her honeymoon, Gaia could have understandably felt defeated. Instead, it became the catalyst for a long-held dream. In this inspiring interview, we speak with Gaia, the driving force behind Tootilab, a professional haircare brand that's shaking up the curly hair market by championing simplicity and genuine care. Discover how Gaia's personal experiences and industry insights fueled her mission to help others embrace their natural texture without the overwhelming complexity.
Beyond the title of founder, who is the driving force behind Tootilab, and what pivotal experiences have shaped your journey to this point?
Hi, I’m Gaia and I’m the founder of Tootilab - a professional haircare brand for all types of curls, waves and coils. I’ve been working in the haircare industry for almost a decade. I started my career for a contract manufacturer, developing products for some of the world’s biggest companies, and then moved to the brand side to work for two different curly hair brands. I’m obsessed with curly hair. Growing up, I hated my natural texture, and learning to love and embrace it has been a 20-year journey. Now my mission in life is to help people go on the same path and celebrate the hair they were naturally born with.
Taking the leap to start your own business is a significant decision. What were the key frustrations or inspirations that ultimately compelled you to launch Tootilab?
Back in 2022, the day I got back from my honeymoon, I was laid off from my job. I was working for a relatively small brand, which was part of a big corporate conglomerate. It had never felt like the right fit, because I could tell that curly hair was just a cash cow for them - they weren’t really focused on understanding the customer and their pain points. But this still came as a shock because there had been no prior warning.
Being faced with such a significant setback can be incredibly challenging. Gaia, how did you channel that experience into the driving force behind your entrepreneurial pursuit?
I’m a pretty stubborn person, so being told I can’t do something is the biggest motivation for me. I had been mulling over the idea of launching my own brand for a while by that point, and my co-founder Julio kept trying to convince me to take the leap. Being laid off was the last straw that pushed me to prove I could do better. For me, and for all the other curly people that were being let down by an industry that didn’t really care about their needs. So Julio and I got together, and Tootilab was born.
Embarking on a new venture often comes with financial uncertainties. Gaia, what were your financial considerations and how did you manage the initial risks of starting Tootilab?
I was extremely lucky to have saved enough money to have a little safety net that allowed me to take the plunge. I didn’t have a mortgage, nor kids, so it was the perfect time to try it.
Did imposter syndrome ever kick in at the beginning of your Tootilab journey?
It still does. All the time. I don’t think it ever stops for entrepreneurs. You’re always wondering whether you’re skilled enough, experienced enough or smart enough to pull it off. But if there’s one thing I’ve learnt in the past 3 years is that no, you’re not, and that’s ok. What matters is that you’re always ready to question that, experiment, learn and pivot to reach progressively better results.
You identified a key issue in the market: the increasing complexity of curly haircare. What were the telltale signs or experiences that highlighted this problem for you?
You need to keep in mind that over 60% of the world’s population has some type of curl in their hair, yet most have no idea what to do with it because straight hair has been the norm for so long. Brands were focusing too much on upselling their product offer, launching line after line that made it difficult to navigate for people. Influencers were showing complex routines and curious hacks that worked for enthusiasts, but nobody was really talking to newbies who had never worn their hair curly before.
Developing a new and simplified experience for curly hair likely involved some innovative thinking. What was your process of discovery in finding this more effective approach?
This happened completely organically. I started posting on social media in early 2023, to try and build a little community while we were working on the products. The more I posted, the more I realised the content people resonated with the most was the going back to basics. So in May 2023 I launched a 14-day bootcamp, focusing on a super simple 3-step routine, and it went viral. I grew from 300 followers to over 20,000 in just a month, between instagram and TikTok, and kept growing from there.
In a crowded market, differentiation is key. Gaia, what are the core principles that set Tootilab's approach to curly haircare apart from the rest?
We keep things very simple. Instead of complicating your routine with multi-step techniques, we focus on what really matters: shampoo to wash the scalp, conditioner to detangle, and a gel to style. For beginners, that’s really all you need. You can add further products as you get more experienced, but it doesn’t make sense at the start, otherwise you’ll never understand what’s working and what isn’t - there would be too many variables.
Beyond the simplified routine, what makes Tootilab's product formulations unique and effective in the curly haircare landscape?
We have a unique approach to formulation. We only use active ingredients, at a concentration that is scientifically proven to provide results. We don’t use marketing ingredients that sound nice but do nothing for your hair. That’s why our products are rated so highly by stylists and consumers alike - and they have even won 3 industry awards in less than a year from launch.
Our goal is to develop solutions for anyone with textured hair, no matter their curl pattern, gender, age or ethnicity. That also means choosing a signature gender-neutral fragrance (most of our competitors use very sweet, fruity, feminine scents) and crafting accessible packaging - with bottles designed to be softer for people with mobility issues and braille on the labels to help identify them.
Recently we’ve also been awarded B-Corp status, to recognise our efforts on sustainability. Our bottles are made from 100% Prevented Ocean Plastic, labels are upcycled from bio-based byproducts, and we make bigger bottle sizes than your standard salon products, so you don’t have to throw them away as often.
Gaia's journey with Tootilab serves as a potent reminder that true innovation often lies not in adding more, but in simplifying and truly understanding unmet needs. By identifying a crucial pain point in the curly hair market and offering a straightforward solution, she has not only built a successful brand but also empowered a community. Her story underscores the power of listening to your potential customers and daring to challenge the status quo. What overlooked frustrations within your own industry could be the key to your next groundbreaking venture?
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