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With a new deal for customers and a fresh $23 million, Mayvenn extends its hair care business

Pitching customers a new all-inclusive service for buying and installing hair, Mayvenn is looking to significantly expand its haircare business and just raised $23 million in a new round of funding to do it.

The new financing was led by Essence Ventures — and it represents the first outside investment by the holding company owned by serial entrepreneur Richelieu Dennis.

A millionaire many times over, Dennis was the founder and chief executive of SunDial brands — a line of skin and haircare products which sold to Unilever for $240 million*what sources tell us was roughly $1 billion. He used that exit to create Essence Ventures with the acquisition of Essence magazine from Time Inc. and has now, with Mayvenn, is working to create a media and investment powerhouse.

Dennis joins a clutch of celebrity investors and venture capital firms in backing Mayvenn. Previous investors include Andreessen Horowitz, Cross Culture Ventures, Trinity Ventures along with a clutch of super famous athletes and music moguls like Serena Williams, Andre Iguodala, and Jimmy Iovine.

Dennis says the new capital infusion for Mayvenn is a testament to the vision of its founder and chief executive Diishan Imira.

“Diishan’s vision is very big,” Dennis said. “He’s building a platform to service a space and a consumer that has not been served and certainly not in this way.”

With the new cash in hand Mayvenn is going to market with a new value proposition for its network of stylists and their customers. Before, Mayvenn would sell hair direct to consumers and then provide those consumers with a marketplace of stylists that would install the hair.

That’s a costly proposition for customers who can spend as much as $250 for the hair and another $250 for the service.

Now, Mayvenn is going to make it that customers can buy the hair directly from the company, and Mayvenn will match that customer with a hair stylist who will install the hair. All for the cost of the hair itself.

“Customers will be able to buy hair and the installation service for probably 40% less than what they normally would have paid,” says Imira.

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