Twin sisters bring novel haircare products to market, leveraging sales on TikTok
Natalie Miller founded Twice As Good Hair after her own personal struggles with hair growth.
Some say the best founders are the ones who have lived the problem they are trying to solve. This is certainly the case for Natalie Miller, who lived through a period where she could hardly look at herself in a photograph.
Like many young women, Miller was a fan of highlighting her hair. The blonder, the better. However, over time, excessive blonding causes hair damage, which in turn makes it harder for hair to grow.
So, when Miller took the bold step to study abroad in Australia in 2017, she also took the bold step to install top-of-the-line $1,200 extensions.
“They were the best that money could buy, but when I came back to the US, I couldn’t find anyone within hours of my home in Pennsylvania at the time to take them out.”
With limited options, Natalie had a family friend remove them with a pair of tweezers which pulled out even more hair.
“My hair was so thin, short, and damaged from the blonde that I refused to be in any pictures,” she said. “I didn’t want anyone to see me like that.”
Natalie even showed a picture taken with her twin sister, Nicole, where she scribbled her face out. It was in this dark place where Natalie began her hair growth journey.
“I started mixing ingredients on my own. I ordered books, watched videos, read articles, and met regularly with chemists and stylists and trichologists to find a treatment that would work best for my hair,” Miller said.
At the time, she had tried nearly every major high-end hair brand, yet none were delivering the effects she was seeking. Miller said artificial additives and chemicals riddle products on the shelves, and she wanted to create something organic with pure ingredients, and nutrients.
Through her kitchen concoctions and repeated testing on herself alongside industry experts, Miller created a hair care product that restores growth naturally. She calls the brand “Twice As Good Hair,” named after the fact that she has an identical twin sister.
“I was getting asked left and right for what I use on my hair, and it gave me the idea that I could start selling the treatment once my haircare journey blew up on TikTok,” Miller said.
The Twice As Good Hair account on TikTok has amassed more than 127K followers, and 2.2 million likes since 2022. Natalie said she has never paid a single dollar for marketing, since she had found so much success on the social media platform.
About a year ago, she stopped hand-pouring every product and hired a US manufacturer to create the product. About eight months ago, she hired a third-party logistics company to pack the orders. Meanwhile, the sales just keep rolling in.
Last year, Twice As Good Hair delivered products to every single state in the U.S.
“We are delivering now to some countries I’ve never been to,” Miller said.
As of June 2024, Natalie and Nicole have been focused full-time on their hair care company. They left behind their full-time corporate jobs in technology with PTO, benefits, and healthcare to step off on their own.
Amid the drastic career change, Natalie also decided to pack her bags and relocate from Nashville to Knoxville.
“I moved here due to a genuine interest in the area. The Smoky Mountains are close, it’s a medium-sized city, and I heard good things about the Knoxville Entrepreneur Center,” she said.
Her hope for the future of the company and relocation to Knoxville is to find community, learn from other local entrepreneurs, amplify this chapter of her life, and devote it all to her business.
“It is a bootstrapped company, and I’m really happy with how far it has come,” she concluded.
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