Nana Britwum and Jannice Newson tell Crain’s they founded their company, Lillian Augusta, to commercialize “hair without harm.” Formulated for black women, the extensions use phragmites, an invasive plant with fibrous characteristics. Britwun and Newson harvest the phragmites themselves from wetlands on UMichigan’s campus.
In addition to culling an invasive species, Lillian Augusta extensions provide a natural alternative to traditional synthetic hair extensions that often carcinogens. Coatings on synthetic hair also cause allergic reactions.
“You have Black women using this product that have no idea that they’re incorporating this into their scalp,” Britwum said.
Michael Godwin, managing director of venture capital firm Resonant Venture Partners and one of Lillian Augusta’s mentors at the UMichigan Desai Accelerator, believes the natural alternative will be well-received by consumers. “There seems to be this really massive market out there that isn’t being addressed effectively,” he added.
Newson graduated in May with a master’s in Conservation Ecology, while Britwum has a Master’s in Molecular, Cellular and Developmental Biology. The two are working full time on their startup and hope to launch in early 2021.