Ultra/Standard acquires TextureMedia

AUSTIN, Texas — Multicultural hair and beauty care company Ultra/Standard announced Wednesday that it had acquired TextureMedia, a social media community with a wide readership among multicultural beauty consumers.

“TextureMedia possesses a honed ability to connect with the multicultural beauty consumer and a demonstrated track record of building brands and recognizing opportunities within this ever-expanding beauty category,” Ultra/Standard president Michael Ross said. “This union reinforces the importance of cultivating a closer relationship with the end consumer and creating a two-way dialogue that is imperative to our brands’ collective growth. We’re excited for what’s ahead and for the comprehensive 360 degree platform we’re planning to foster the conversation between retailers, brands and these valued consumers.”

Now in addition to its own 6,000 SKUs that are sold in major retailers like Rite Aid, Target and Walgreens, Ultra/Standard now has access to millions of people TextureMedia reaches through its four portfolio brands — NaturallyCurly, CurlyNikki, CurlMart and CurlStylist  — and their associated social channels.

“Separately, Ultra/Standard and TextureMedia are pioneers in this industry.” TextureMedia CEO Crista Bailey said. “Together, we create a best-in-class offering and 360 degree platform in the world of hair care by elevating this consumer’s voice and insightful feedback in the entire process, from incubation to promotion to point-of-sale.  With Ultra/Standard’s support, we have an opportunity to reach more of the approximately 70 million adult textured-hair women in the U.S with our message of empowerment.”

TextureMedia will operate independently in partnership with Ultra/Standard, and will stay at is Austin headquarters, with its current team — including its co-founder Michelle Breyer, who now serves as its head of business development — in place.