Frustrated with the shortage of investment, innovation and data surrounding textured hair care, Ceci Kurzman, a veteran music executive and board member at Revlon and Lanvin, has come up along with her own offering.

Cue OurX, a direct-to-consumer platform she founded with the mission of making a recent standard for tightly textured hair and scalp care via education, personalized regimens and its own product line.

“It’s really about solutions. Solutions each to what I believe has been a little bit of an industry misguided approach to textured hair, but additionally really solutions for consumers,” said Kurzman, who previously founded artist management company Nexus, in an interview with WWD.

Via the platform, users will undergo an in-depth assessment, which collects data on every thing from their hair and scalp attributes to their lifestyle and preferences. That features a series of at-home hair health tests and personalized education and the evaluation of this data, combined with the input of trained hair experts, who will provide consumers with a day by day regimen to attain their optimal hair health.

As a part of the regimen, there will probably be a curation of treatment-based products, developed by OurX specifically for textured hair. Launching with seven stock keeping units including Scalp Serum, $24; and Detox Cleanse Complex, $24, the products are formulated with skincare inspired ingredients like hyaluronic acid and squalane, combined with modern ingredients, such AI-created peptides.

Subscriptions, including hair coaching and curated education, can be found and on average cost $100 every six weeks.

“That is the expert in your pocket that has taken all of your data and designed a program for you and it takes you thru day-in day-out,” continued Kurzman. “It takes you thru styling selections that aren’t going to wreck your hair. It takes you thru what to do at night, what to do in the event you’re going to go to the gym, what to do in the event you’re going to go within the water.”

She likened OurX to fitness apps, seeing them each as goal-oriented corporations. “We would like you to have an excellent experience within the shower, but we’re really searching for the outcomes over three, six, 12 months and seeing that long-term shift to achieving and maintaining hair health.”

OurX will probably be led by CEO Meghan Maupin, who previously cofounded Atolla, a custom skin health brand that was acquired by Function of Beauty in 2021.

While the business was initially self-funded, it subsequently raised a seed round led by Reign Ventures, with OurX got down to construct an intentionally diverse investor base. Terms of the deal weren’t disclosed.

“The 2 leads are women of color and it’s amazing whenever you sit down and also you get to bypass all of the silly questions on ‘is it really an enormous market, is that this really an issue,’” said Kurzman. “You possibly can get right to ‘yes, oh my god we’d like this and you’ll be able to start working on the marketing strategy.’”