The business of hair Frika
Aaron Radomsky, Frika CEO, talks about how creative styling has made braiding and hair pieces big business.
Not only are braids a protective hairstyle, but they allow women all over the world to make a statement. Our business started as a result of this, and in 1997, we began Frika with our first product: hot water braid.
Curls mean v ersatility
Versatility is the cornerstone of our success. We consistently meet our client’s desires, needs and their expectations by providing high-quality hair products that can be used in many dierent ways.
South Africans are savvy
When it comes to spending, South African consumers are cautious. As petrol, food and other living costs have slowly crept up over the years, people have been adapting their purchase patterns accordingly. More and more women are looking for hair options that provide value for money.
Stay innovative
Because of its unique positioning in the hair-extension category, Frika continues to grow by oering a range of products that span from accessible to premium, with great quality being the main driving force. We stay in touch with the needs of our customers and make sure that education is part of our communication.
The success recipe
A successful business boils down to three ingredients: employees who are passionate about the product they make, consumer understanding and sheer tenacity.