Ultra/Standard Acquires TextureMedia

Multicultural Brands & Retail Partners Gain Greater Access to
Platform of 26M, Influencing up to $5B in Purchasing Power

Deal Reinforces Importance of Consumer’s Voice and Hair Care Concerns

AUSTIN, Texas–(BUSINESS WIRE)–Ultra/Standard, an industry leader in multicultural hair care and beauty
distribution, announces today the acquisition of TextureMedia, the
largest hair care social media community trusted by multicultural beauty
consumers. The combined beauty leaders in their categories will utilize
synergies across the social media world and national retail chains to
increase product knowledge and amplify consumer education in the
textured hair category.

Specializing in the textured-hair category for more than 40 years,
Ultra/Standard distributes more than 6,000 SKUs that cater to all
categories of multicultural beauty care to major retailers such as Bed
Bath & Beyond, Rite Aid, Sally Beauty Supply, Target, Walgreens, and
more—including a recently expanded export business in various countries
throughout Africa, Europe, and the Middle East. Ultra/Standard has
demonstrated great success with growing acquired businesses, most
recently with its acquisition of a Hispanic distributor in 2012, which
has expanded their multicultural offerings. Expertise in the category
has positioned Ultra/Standard as an influential leader within the
natural hair beauty product market, and recognition of the retail
opportunity of online brands and digital community led to the natural
progression to join forces with TextureMedia.

“TextureMedia possesses a honed ability to connect with the
multicultural beauty consumer and a demonstrated track record of
building brands and recognizing opportunities within this ever-expanding
beauty category,” said Michael Ross, President, Ultra/Standard.
“This union reinforces the importance of cultivating a closer
relationship with the end consumer and creating a two-way dialogue that
is imperative to our brands’ collective growth. We’re excited for what’s
ahead and for the comprehensive 360 degree platform we’re planning to
foster the conversation between retailers, brands and these valued

TextureMedia has been a pioneer in empowering, educating and inspiring
its influencer community since 1998, launch year of NaturallyCurly, one
of the first digital platforms catering to the natural hair movement.
Today, TextureMedia reaches 3 million people monthly across four
portfolio brands, NaturallyCurly, CurlyNikki, CurlMart and CurlStylist,
and up to 26 million including those brands’ social channels. As well,
TextureMedia’s market research brand, TextureTrends, has provided hair
care brands with consumer insights and an intimate perspective on hair
care and style trends and behaviors since 2010.

Within this new venture, TextureMedia will build out its team based in
Austin and access more resources to continue to bolster community size
and content production. Doing so will allow TextureMedia to operate with
even more efficacy as a media partner, production studio, consultant and
curator with its existing and future brand partners introduced through
Ultra/Standard. With TextureMedia’s 17 years of consumer connections and
insights, coupled with Ultra/Standard’s sales knowledge and direct line
to brands and retailers, this new venture will create the opportunity
for consumers to have an even greater voice among brands and retailers
as well as provide those brands and retailers with a shorter path to
delivering homerun products that cater directly to consumer feedback and

“Separately, Ultra/Standard and TextureMedia are pioneers in this
industry,” said Crista Bailey, CEO TextureMedia. “Together, we
create a best-in-class offering and 360 degree platform in the world of
hair care by elevating this consumer’s voice and insightful feedback in
the entire process, from incubation to promotion to point-of-sale. With
Ultra/Standard’s support, we have an opportunity to reach more of the
approximately 70 million adult textured-hair women in the U.S. with our
message of empowerment.”

Nikki Walton, founder of and Head of Content Development for
CurlyNikki.com, states, “When I joined forces with NaturallyCurly in
2010, my goal was to find capable partners and a business model that
would spur growth while protecting the integrity of CurlyNikki.com for
my consumer community. I think we’ve successfully accomplished that. I’m
also satisfied that the Ultra/Standard acquisition of TextureMedia is
consistent with my original goals.”

TextureMedia will continue to operate independently, in partnership with
Ultra/Standard, from TextureMedia’s headquarters in Austin, Texas. The
original team will remain firmly intact, including Michelle Breyer,
original co-founder of NaturallyCurly.com & current Head of Business
Development for TextureMedia.

About Ultra/Standard

For over 40 years, Ultra/Standard Distributors has been an industry
leader in the distribution of specialized beauty care items. A pioneer
in the multicultural hair care revolution, Ultra/Standard distributes
over 6,000 SKUs that cater to all categories of multicultural beauty
care; proudly shipping 95% of orders same day and maintaining an average
in-stock percentage of 99%. More than a traditional
wholesale/distributor, Ultra/Standard is the nation’s leading
distributor and marketer of specialty beauty care products focusing on
developing and implementing best in class sales, marketing, visual
merchandising and logistical programs. Known as data driven decision
makers, other key components of their corporate DNA include cutting edge
innovation and foresight as well as strategic collaborative approach to
relationships. They are proudly a four-time winner of the “Distributor
of the Year” Award by the American Health and Beauty aid Institute

About TextureMedia

TextureMedia is the largest hair care platform and trusted thought
leader that empowers and inspires millions of textured-hair women to
embrace their naturally beautiful selves. By engaging beauty enthusiasts
through original content, branded entertainment, social media, product
reviews and commerce, they influence up to $5 Billion in annual hair
care product sales.

For clients and brand partners, they are a creative powerhouse
delivering impactful marketing services and data-driven insights that
translate to increased brand exposure and greater market share. Their
monthly social, consumer reach is 26 million strong across four
portfolio digital brands — CurlyNikki, CurlMart, CurlStylist and
NaturallyCurly, the flagship brand and first-to-market platform that has
amplified the needs and voice of its textured-hair community since 1998.
A fifth and most recent brand introduced in 2010, TextureTrends is a
unique data product of annual consumer insights diving deep on hair care
and style trends, behaviors, brand awareness and purchasing drivers.
Together, these brands comprise TextureMedia, the undisputed leader in
creating quality content and engaging an authentic, global community of
influencers in the world of hair care.


DKC on behalf of Texture Media
Christina Stejskal, 310-341-2874
Wright, 212-981-5142