Why Shhhowercap Doesn't Want You to Wash Your Hair

And what it was like to see the brand's product featured in Issa Rae's Insecure

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

Shhhowercap founder and CEO Jacquelyn DeJesu Center isn’t trying to compete with the free plastic shower caps you get in hotels—she’s created a new category altogether. The vast majority (90%) of women don’t wash their hair every day, and that’s the audience she’s targeting with her waterproof turbans. But don’t assume the brand is just about shower caps.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in