Our Road to a National Beauty Retailer: A Dream 7 Years in the Making

In 2018, we had a dream. A dream to see more representation in the hair care aisles and in the beauty industry as a whole. What started as a simple idea soon became a passion—and that passion grew into OCOA, a brand beyond anything we could have imagined.

Two sisters who decided to just go for it. No huge investment. No big team. No prior beauty industry experience. Just heart, determination, and a belief that our curls—and our community—deserved better. Fast forward seven years from the moment that dream was planted in our hearts, and here we are: OCOA is about to make history as the first Dominican brand to launch at a national retailer. To say it feels surreal would be an understatement.

Our rebrand in 2023 to officially become OCOA was truly the turning point in this journey. It was our MBA in branding, supply chain and a small preview of retail readiness, as we joined some top tier accelerators that put us on track for expansion. Those programs didn’t just prepare us for retail—it gave us the confidence and tools to stand proudly in this moment, just two years later.

And to launch just in time for Hispanic Heritage Month? That’s even more special. It’s not just about timing; it’s about what it represents—a celebration of our heritage, our culture, and our community pride that runs far deeper than just our shared language.

We are beaming with pride, excitement, and gratitude as we step into this new era of our business. Come with us as we take you down memory lane on our Road to Retail—a story of two sisters, a big dream, and the unwavering belief that representation matters.

Our Road to Launching at a National Beauty Retailer 

2018: The seed was planted. Two sisters with curls and a shared challenge—why did it feel so impossible to find premium, nourishing products that truly worked for textured hair? We dreamed of a solution, not knowing where to start but knowing our community deserved more.

2019/2020: Our in between years. We mapped out the ideas and started to share it with close family and friends. Combined we read the most business books we've read our entire lives. We were soaking up all the knowledge and attending events to grow our network. We also faced challenges when we found a manufacturer to work with and a few weeks before our first production their lab caught on fire. We were disappointed, cried and almost gave up on our idea but having each other as sisters was our saving grace. We found a solution and a new lab. They took us in and then COVID hit. We had a reset that ended up pushing us to a better formula and soft launch. It was truly two years of so much personal growth. 

2021: We launched our first brand DN Organics from our kitchen table after Cory, our hermana mayor and co-founder, became a natural hair formulator. We were learning, hustling, and pouring every ounce of energy into growing our brand while still working full-time jobs. We launched our first product, our Hydrating Curl Cream, on a mission to simplify curly routines and celebrate natural beauty—rooted in our Dominican heritage and the ingredients we grew up with. Later that year we launched our Curl Defining Styling Gel. 

2022: Our transition year. We were known as DN Organics and worked quietly behind the scenes with an amazing brand strategist and graphic designer who transformed our idea into OCOA. It felt like running two businesses at the same time. It was exhausting but so rewarding. The rebrand was the first investment we made as founders to go all in. We took out a loan and decided to pour our hearts into a rebirth that shaped the rest of our trajectory. It was part therapy/part rebrand and so refreshing to see it come to fruition when we received the final deliverables and saw them realized in our new packaging and overhauled marketing. The rebrand took us 15 months but was so worth it. 

2023: OCOA was born. A year of grit and growth. We turned our idea into the brand we always dreamed of. We gained a lot of momentum with the launch of two new products, Our Curl Care Shampoo and Curl Care Conditioner, which completed our core collection with our best selling, 4-Step Kit. It was finally the collection we envisioned when we first had the idea in 2018. We were also featured in multiple publications for our unique packaging and story. 

2024: Our first distribution expansion into Urban Outfitters and Amazon. We upgraded our packaging, launched our refills and began to see OCOA truly take shape. We won our first beauty awards and were featured on NBC 4 NY and the TODAY show. We also joined many programs and cohorts that helped us connect with incredible mentors and fellow founders who believed in us. We were accepted into the Ulta MUSE Accelerator Program—an experience that gave us world-class mentorship, retail strategy, and a community of diverse founders who inspired us deeply. 

2025: The dream realized. We launched our 5th product, our Curl Refresh + Hold Spray and after years of faith, sacrifice, and relentless work, we are now proudly launching in a retailer near you. We really cannot wait to scream from the rooftops when the official news is out. 

This journey has been anything but easy, but it’s proof that with heart, vision, and determination, dreams do come true. To every person who has cheered us on, shared our products, or believed in us: thank you. This moment belongs to all of us.

But this is just the beginning.

Stay tuned for Part Two, where we’ll take you behind the scenes of the last nine months leading up to this milestone—the late nights, big decisions, and powerful moments that shaped our road to retail.

Then in Part Three, we’ll share how we prepared for launch and give you a peek at all the joy we’re bringing to life with this moment of celebration and community that we can’t wait to experience with you.

We can’t wait to share it all. Here’s to seeing OCOA on shelves, and to all the beautiful moments still ahead.

Abrazos,

Cory & Nicol, Hermanas & Co-Founders