Small-business accelerator Seedlab Australia helps start-ups and businesses hone their craft and become retail ready, thanks to $4 million in support from Woolworths.
On Thursday, March 10, Wuli Grooming was one of 17 Seedlab Australia Cultivators to present their products and businesses at the second Seedlab Australia Woolworths Expo at Woolworths HQ in Bella Vista, Sydney.
Available only to Cultivate graduates, the expo enables businesses to showcase their products and attend a series of 1:1 meetings with Category Managers.
Wuli Grooming is a brand that specialises in creating high-quality grooming products for men and women.
Founded in 2022 by Amadou Doumbia, Wuli Grooming produces all-natural, vegan and cruelty-free hair care products well suited for wavy, curly and unruly hair types requiring deep moisturising and definition, while also supplying plant-based alternatives of styling balms that provide medium to high holds for finer hair types.
The word Wuli (woo-lee) is derived from the Bambara dialect of Mali, the founder’s birthplace, which means ‘to wake up, get up and grow up’.
Amadou said it was a dream to join a showcase of new brands to share their stories and vision to buyers and category managers at Woolworths.
“It’s true what they say: when you’re passionate about what you do, the story just flows, and hopefully stuck,” he said.
The brand also recently announced the expansion of its reach with its launch at Myer online.
“We’re thrilled to have our range available at Myer and the opportunity to bring our collection of natural hair styling products to a wider national audience,” Amadou said.
“Myer’s commitment to providing quality and accessible beauty products perfectly aligns with our philosophy of empowering people to look and feel their very best every day with salon-quality products at home.”
With this new channel in place, the brand is setting the stage for its further national distribution goals in masstige beauty.
“As we continue to grow our reach and develop new products, I believe Wuli Grooming is well positioned to offer a unique point of difference that helps Australians effortlessly embrace their naturally curly and wavy hair with effective, well-formulated solutions,” Amadou said.