Alvin Mills launched SHYNE in 2018 after discovering his own scalp issues linked to product build-up during a visit to a barbershop. Searching for a more mindful approach to male grooming, he created SHYNE with the aim of becoming the preferred brand for men with Afro/textured hair.
Here, Alvin talks about launching a business as a graduate, how the Black grooming industry has changed over the past six years, and the benefits of silk and velvet durags.
You launched SHYNE right after graduating in 2018. What were you studying at university, and how did your degree contribute to the way you run your business?
I studied business management, which provided me with a broad exposure to all functions of business. This helped me explore different areas and discover my interests. I have a natural inclination towards creativity and analysis, particularly in understanding consumer behaviour. My studies allowed me to develop a strong foundation in marketing, which has been essential in running SHYNE.
What was the most challenging part of launching a grooming brand as a recent graduate, and how did you overcome those early hurdles?
Self-doubt was a significant challenge. As a solo entrepreneur in the vast beauty industry, I often questioned whether there was a market for my ideas. However, I pushed those doubts aside and launched SHYNE, starting with the durag. When it sold well, I gradually expanded our product range to gauge customer interest. Managing people was another challenge; I initially struggled with freelancers and agencies that didn’t always deliver. To address this, I educated myself on each aspect of the business to better manage and hire the right talent.
Before creating SHYNE, what were you using on your own hair?
I used hair products that my dad had passed down to me, typically petroleum-based greases like Sporting Waves and DAX. While they kept my hair neat and helped with frizz, I later realised they were damaging. These products caused scalp issues like dryness and dandruff, mainly due to their harmful ingredients, including mineral oils and silicones.
Was there a specific moment or experience that made you realise the market needed a brand like SHYNE?
While in the barber chair, my barber pointed out that my scalp was flaking, which surprised me since I had washed my hair just the day before. After researching, I discovered that the styling products I was using were causing buildup and dandruff. This personal experience prompted me to adopt a more mindful approach to hair care and confirmed that there was a demand for cleaner styling products for men.
What was the first SHYNE product you launched, and what made you choose that product to kick off the range?
The first product we launched was the silky durag. At the time, this product was not readily available in the UK, forcing people to import them from the US or China. Launching the durag was our first step in addressing the accessibility issue within the black men’s hair grooming space.
You’ve been in the Black grooming industry for six years now. What key changes or trends have you noticed during that time?
I’ve noticed that men are increasingly prioritising self-care and taking pride in their appearance, which boosts their confidence. There’s been a surge in barbershop demand and new businesses catering specifically to male grooming. Self-care is no longer viewed as a feminine trait; it’s recognised as essential for everyone.
As a business owner, what’s been the most surprising thing you’ve learned about yourself through building SHYNE?
I’ve discovered my passion for learning. Although I disliked school, I find myself studying industry trends and strategies for hours, which feels engaging rather than like work. Keeping up with trends and applying them to spur business growth is incredibly satisfying.
What do you think is still missing from the Black grooming market today?
There is a lack of a comprehensive haircare range specifically for men with textured hair that addresses the entire haircare journey, from wash day to daily styling and nighttime nourishment. SHYNE is actively working to fill this gap.
What are the benefits of using silk or velvet durags? Is there one that you personally prefer or recommend over the other?
The choice between silky and velvet durags depends on individual preferences. If you prioritise tighter hair compression and breathability, a silky durag is ideal. Conversely, if you seek durability and warmth, a velvet durag may be the better option.
What advice would you give to young Black entrepreneurs looking to make their mark in the beauty or grooming industry?
Don’t delay—start with whatever resources you have. Always prioritise purpose over profit; when you genuinely add value to your customers’ lives, the financial success will follow.
Shop SHYNE at weareshyne.com
