Former Netflix CMO Bozoma Saint John Launches Wig Brand

Bozoma Saint John, one of the industry’s highest-profile marketing executives, is launching Eve by Boz, a wig and haircare brand, as first reported by Fortune.

The independently funded venture promises to cater specifically to Black women and address gaps in the wig industry that Saint John says have been overlooked for too long.

Filling a Gap in the Market

Saint John made history in 2020 as Netflix’s first Black C-suite executive and previously held marketing leadership roles at Uber, Apple, and PepsiCo.

Since stepping down from her Netflix role in 2022, Saint John has written a memoir, The Urgent Life, and joined the cast of the upcoming season of The Real Housewives of Beverly Hills.

Still, she insists Eve by Boz was in the works long before her reality TV debut, born out of a realization of the lack of input from Black women and women of color in the production process.

Saint John’s research included attending hair shows in Guangzhou, China, and other parts of Asia—where much of the wig industry is concentrated. When she questioned why products like wig lace were predominantly light-colored, she was told: “Because no one asked us to make it differently.”

Eve by Boz

Saint John collaborated with hairstylists and manufacturers to create wigs tailored to diverse needs.

Eve by Boz is launching with 171 products, including wigs in five hair types, five lengths, and three lace colors, priced between $650 and $2,100. Complementary haircare items, such as shampoos and hair perfume oils, are available for $35 to $50.

Saint John aims to set Eve by Boz apart through thoughtful details, such as shipping wigs in reusable silk bonnets instead of plastic packaging. Her goal is to eliminate the frustrations that Black women face, like having to dye wig lace to match their skin tones.

Read: [Interview] How These Black Women Raised $5M And Aim To Use AI To Disrupt The $13B Wig Market

Self-Funded and Globally Rooted

Saint John decided to self-fund her venture, investing “a couple million” of her own savings.

“It’s time to reinvest in myself, and that’s what I decided to do,” she told Fortune. “Also, I can have total control. I don’t want anyone telling me what to do.”

The brand employs a 10-person core team, with a team of 50 working on production and operations. While Saint John uses suppliers based in Asia, her products are manufactured in Accra, Ghana, where Eve by Boz also has a retail store.

Saint John plans to focus on direct-to-consumer sales through the brand’s website and her own stores, rejecting traditional retail partnerships to maintain creative control.

Image Credit: Eve by Boz via Fortune