Celebrating Black Owned Beauty: Lace Layer by Arlene Baldwin

Updated: Feb 27

Lace Layer is a beauty brand that specializes in lace wig hair products. Lace Layer was created by Arlene Baldwin to fill a void in the lace wig industry, and to create a product that is trusted by the people who depend on the products everyday. As a wig user herself, Arlene was frustrated with years of using non-reliable lace glue. With her understanding of how important and impactful it is to provide good quality products for lace wig, the founder Arlene developed a waterproof lace glue that customers can trust to keep their wig secure, flawless, and long lasting. We interviewed Arlene, the creator behind the brand, to talk about her entrepreneurial journey.


What was your key driving force to become an entrepreneur?

My driving force of becoming an entrepreneur was to fill a void in the wig industry. I started wearing lace wigs ten years ago. I struggled to find a reliable lace glue that I could do regular activities in, including working out, swimming and vacations to hot and humid places. I struggled to get value out of my lace wig install because they wouldn’t last more then a few days. Lace Layer is the solution to that issue. Our customers can swim, dance, sweat, enjoy tropical vacations and not have to worry about their lace wig lifting.


Please tell us how you started or why you created this brand?

We wanted to create a brand that can be trusted by the people who depend on these products everyday, by someone who also looks like them and understand how impactful it is providing good quality products. After years of using non reliable lace glue, it was time for me to develop a waterproof lace glue that customers can trust to keep their wig secure, flawless, and long lasting.

What has been the most challenging time for your brand so far & how did you overcome it?

Marketing has been a challenge for Lace Layer. To help gain brand awareness, we added our products to Amazon and Walmart.com. We also released an affiliate program and started working with micro influencers. For us it's important that we keep trying different things and see how that performs. It is very important that we try something new and get out of our comfort zone a little bit. Our goal this year is to gain market share.


Why does this mission/cause so important to you and what is your key driving force to be in this business?

Our mission is to provide our customers with a product that they can rely on. Having a lace glue you can trust, provides an additional level of confidence! The confidence is one of the most important ingredients in leading a successful life, so for us to be able to add your confidence through our products is so important. I want to help women feel confident and stay and remain as active as they can be so they can achieve their dreams and goals.


What has been your most satisfying moment in business?

Seeing people across America submit tutorial videos of them using Lace Layer has been most satisfying. It means a lot to me that more people are becoming to be proud wig wearers. Lace Layer aims to remove the stigma around wearing wigs, so when I see these videos from our customers, it truly is rewarding for me that I could contribute to something really meaningful in other people's lives.

What would you say to other aspired beauty entrepreneurs out there about launching a brand and a beauty product line?

Develop a product you truly believe in that will make a difference. In an entrepreneurial journey, it could sometimes be hard to get back up from some downturns you face. But what makes you or keeps you going is the fact you can make a difference in people's lives, and contribute to something that is greater than you. For me, that has definitely been the driving force, and so I'd say to others going into the beauty business to remember that you can make differences in people's lives through the products you put out there.


Thank you so much for sharing your journey Arlene!


+++Shop Details+++

https://lacelayer.com/

Shop IG: @LaceLayer

Created by: @IAmSachaLei

Ownership: Women owned, Black owned

Inclusion Focus : Designed for Uniquely-You-Features (Albinism, Alopecia, etc.), Hair positive

Brand Activism : Clean Beauty (Low Impact, non-toxic, clean dyes and formulation or ingredients), Cruelty Free

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