Sheldon Alexander
Elk Grove, CA (USA)
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HEI
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Startup
Location:
Elk Grove
Industry:
Retail/Clothing
Year Founded:
2005
Number Employees:
1-10 people
Description:
Darlene Alexander and her husband, Michael Alexander, founded Heavenly Essence
in 2005, with headquarters in Sacramento, California. The Heavenly Essence
Pure'ity™ brand is the only line of hypo-allergenic hair care products created specially
for the ethnic market.
The first products to launch under the Pure'ity brand are a shampoo and conditioner,
both in Peppermint and Citrus. They are available in beauty supply stores and hair
salons at the attractive price of under $10 per 8 oz. bottle. This makes the Pure'ity
line a compelling buy for health-conscious African American and Latino consumers.
Pure'ity shampoos and conditioners have been market tested in Sacramento, Los
Angeles, and two southern states. Consumers applauded the products' gentle but
deep-cleansing ability, the delicate, natural scent, and the way they condition
relaxed, natural, and color-treated hair. And people loved the fact that Pure'ity works
wonders without synthetic, allergy-causing chemicals.