Women Who Disrupt
Melinda Herron: Diversifying a Male Dominated Space, One Beard at a Time
Although industries are a lot more open than they used to be, it can still be challenging for women to stand their ground and achieve success in certain fields. Melinda Herron decided that this won’t stop her or determine her success.
Melinda entered the male-dominated grooming industry and successfully launched a unique and thriving brand that can compete with big industry brands such as Scotch Porter and SheaMoisture.
With a master’s degree in Health Care Administration, a bachelor’s degree in Business Management, a license in cosmetology, as well as years of experience as a hairstylist and event planner, Melinda understands good service. She wanted to design a brand that delivered amazing results while being gentle on the skin and protecting the health of her customers. That is how 103 Collection became the number one emerging brand that focuses on highlighting clean, vegan, and affordablebeard care for men, and a growing selection of unisex skin care. This approach allows the 103 Collection to stand out. The ingredients are always carefully selected and are suitable for sensitive skin, while also being sustainable.
103 Collection also reflects Melinda’s beliefs on good self-care practices. “…we should all practice self-care in the form of what makes you feel refreshed or recharged. ” Melinda’s carefully designed products are allowing her to make her presence known in the male-dominated space and build a recognizable brand. Her mission is to offer affordable products that are healthy and socially conscious. This way 103 Collection can capture new customers easily, and keep the old ones loyal. As the brand’s philosophy relies on being transparent, full ingredient lists are available on the website. Transparency also allows the brand to connect well with customers as Melinda doesn’t believe in using marketing ploys to get to new ones. Her strategies have proven to work as the brand has newly launched its beard care on Target.com aside some of its biggest competitors.
As a woman who found her way through the male-dominated field, Melinda’s advice to other women is to be prepared and create their own opportunities. She also believes in trying to solve problems customers have with popular products from a category instead of trying to reinvent the wheel. Networking is also a big deal for Melinda, and she believes there is a lot to be learned from the people already well-established in the industry you are entering.