Meet Eugenia Kusi | Model and Entrepreneur

We had the good fortune of connecting with Eugenia Kusi and we’ve shared our conversation below.

Hi Eugenia, how has your background shaped the person you are today?
This question is always tricky to answer, but here’s my best try: I was born in Ghana and moved to Los Angeles at 12. I truly feel like I’m from both places—Ghana shaped my foundation, and Los Angeles guided my growth.

As the first child—and a girl—I immediately stepped into a leadership and caregiving role when my mom left for the U.S. ahead of us. My dad, a teacher, had taken out a loan to fund her flight, and the monthly bank deductions left us with very little. This phase of life introduced me to budgeting, business, and financial discipline. I sold onions, water, and other goods after school to help support the household, and I remember sitting with my dad as a child, planning how we’d stretch what little we had through the month.

When we finally joined my mother in the U.S., we landed in “high cost of living Los Angeles”. My parents worked 16-hour days—even on holidays. I stepped in as the primary guardian at home. I was managing the house, selling hot cheetos at school and studying for AP classes. In an African home, there’s no excuse not to be an A+ student. I did homework on the bus while picking up my younger brothers, balancing responsibilities that felt far beyond my age. I became the person everyone looked to for answers—even my parents, who were still learning how to navigate a new country, one with a unfamiliar systems.

That experience shaped me into someone who is deeply resourceful, self-disciplined, empathetic, dependable, and—perhaps to a fault—self-sacrificing.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Please tell us more about your business. We’d love to hear what sets you apart from others?

Servanthood. It’s what sets my business apart. It’s the posture of my heart and the foundation of how I live and create.
Servanthood is often misunderstood—reduced to a place of powerlessness —but I believe it’s the very posture that creates lasting impact. As a business owner, I’ve learned that the most meaningful and successful brands are those that serve and cater to the needs of people. While visibility can bring influence and even affluence, I don’t create to just be seen—I create to be positioned to serve. Every product, every post, every moment is built with the intention to meet a need.

How did you get to where you are today? Was it easy?

I didn’t set out to start a business. I was studying molecular and cell biology with dreams of becoming a medical doctor. In my chemistry classes, as I studied the structure of compounds and how they interact, I began to think differently—not just about medicine, but about how that same science could be applied to caring for my hair. I needed something that worked—structurally and functionally—for my coily hair type. At the time, there were very few products that truly catered to textured hair. I wanted a solution that made it easier to care for and style my hair—without the painful detangling and exhausting routines I’d come to expect. So I started experimenting with my own formulations.
As my hair began to thrive, people noticed. Friends, family, even strangers started asking what I was using. But trying to explain product chemistry in a five-minute conversation was impossible. So I began posting on YouTube—breaking down complex ideas using everyday language that non-scientists could understand. People got it. They saw how and why it worked. But they didn’t have time to make the products themselves—they wanted me to make them. That’s how the business began.

It wasn’t easy. I was a sophomore in college with about $150 I’d earned from my work-study job. I remember asking myself: Do I risk it all on conditioner ingredients? Are people really going to buy this? I thought about how much of my life revolved around hair. If my hair wasn’t done, I didn’t feel confident—and if I didn’t feel confident, I wouldn’t go out. It impacted my self-esteem, my social life, everything. More than that, I remembered the quiet moments when my mother had time to do my braids. And although the process was painful, I got to spend time with her and felt beautiful afterwards. I didn’t have the language for it then, but I knew I wanted my products to help facilitate those same kinds of bonds: moments between mothers and daughters, fathers and sons, shared in care, gentleness, and love.
I didn’t know anything about business. But I knew people needed help. So I had to decide: do I keep my paycheck—or make something that might transform someone’s life?
With my self-sacrificing nature, I chose the latter.

What are the lessons you’ve learned along the way? How did you overcome them?

The science came naturally—but everything else? I had to learn it all from scratch: photography, bookkeeping, branding, marketing, customs brokerage, international product and ingredient laws, taxes. I juggled this business while finishing two degrees. There were seasons where business thrived, but school slipped. I’ve stepped out in faith—announcing product launches—only to have web developers miss critical project deadlines. I’ve gone without sleep for 72 hours to pull off last-minute launches. Some decisions have paid off beautifully. Others have left me curled up in bed, sleepless, wrestling with fear.
Everything from my life has flowed into this business. Everything I love, everything I’ve learned, finds its way into my business. My life is my work, and my work flows naturally from my life. When I’m formulating a new product, I test it on myself, my family, or a friend. I host smell tests with people I trust—gathering feedback on fragrance notes—and they’re always eager to try what’s next in their hair. My followers also come to me with their hair concerns. Most of my products aren’t just concepts—they’re born from real needs. My detox shampoo, for example, was created during my own hair loss experience with hard water damage.
Fashion is another love of mine, and I get to bring that into campaign styling—curating wardrobes for models, scouting locations, building moodboards and visual direction.
Even my experience as a model plays a role. I know how to run a set, direct a shoot, and craft a visual story—because I’ve stood both in front of the camera and behind it.
This business has stretched me—but it’s also built me. I’ve had to transfer every life skill I’ve gained to make it work.

Choosing to pursue the business full-time after graduation was the biggest risk I’ve taken. I had a degree from UC Berkeley and a clear path to med school. But instead, I bet everything—my education, my savings—on this vision. In an African household, where job security is sacred, choosing to “sell hair conditioner” felt unthinkable. But I believed in what I was building.
I’ve learned that not all risks are equal. Some sprout fast but fade quickly. Some risks are like annual plants—quick to sprout, quick to harvest, but short-lived. You see results fast, but you’re replanting constantly. I prefer the perennial route. Perennial seeds take longer to root, require consistent care, and often go years without visible reward. But once they bloom, they return season after season—stronger, deeper, and more resilient.
That’s how I take risks: slow, thoughtful, but all in. I’m not reckless—I’m an informed, perennial risk-taker. When I pursue a project, I study the market thoroughly. I ask myself: Who am I serving? What do they truly need? Can I offer a product that exceeds their expectations—both in quality and value—beyond what the market currently provides? If the answer is yes, I go all in: time, focus, finances, everything.
I’ve also learned that the most impactful businesses are the ones that lead with care. People can feel when something is made with them in mind. They can tell when you’re creating to be seen versus creating to serve. I’ve chosen the latter every time. And it’s that same care that allows customers to trust you with deeply personal things—like their cancer journey and how it’s affected their hair. That kind of trust isn’t bought; it’s built slowly, through consistency, empathy, and a commitment to serve well.

What do you want the world to know about you or your brand and story?

“Better is the end of a thing than its beginning.” — Ecclesiastes 7:8
I grew up hearing this quote in my Christian home. It taught me that no matter how strong or beautiful the start, what people remember most is how it ends. So—end well.
While I don’t desire for my business to come to an end, I know I won’t always be here to shepherd it. Like many fashion houses and legacy brands that began small, vision needs a pioneer—but it also needs stewards who can carry the heart of the work forward.
By the end of my career, I want to have built more than a company—I want to have built people. People who carry my same desire to serve. Those working with me will be serving the needs of others, and those purchasing will be serving a child, spouse, or friend through the care my products provide. These are people who choose purpose and passion over profit, yet still pursue excellence in performance. I may not know what challenges the future holds, but I want to leave behind a business rooted in empathy, innovation, and an uncompromising sense of purpose.
I’m all about building something that outlives me—something deeply rooted in service beyond self. For me, beauty is a ministry—one that inspires kindness, extends grace, and makes people feel truly seen, loved, and valued. My business isn’t here just to add to consumption—it exists to teach, to transform, to spark change, and to lead people toward wholeness. So they, too, can pour into others.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend was visiting LA for a week… here’s how I’d show them the best time ever:

📍 Day 1 – Pasadena Ease-In
Morning:
We’d start the trip slow and cozy in Pasadena. First stop: Old Town Coffee — their matcha is easily one of the best (and most affordable) I’ve had, and don’t get me started on the sandwiches. They’re massive, have edible flowers, and somehow still leaves me never satisfied.
Afternoon:
We’ll wander through the Burlington Arcade for small bites and maybe pick up a few gifts early in the trip (otherwise I’ll forget — I always do once the fun starts). Then off to the Grey stone Mansion to walk off lunch. They filmed Gilmore girls, the Chilton school here!

🎨 Day 2 – Art, Culture, and Armenian Flavor
Late Morning:
Yes, it’s touristy — but The Broad is worth every second. They’ve got works from artists around the globe, but the piece that always stops me is a towering red “textile” by El Anatsui, evoking traditional Ghanaian kente cloth. If you’re like me and read every description plaque, we’ll probably spend half the day there.
Evening:
On the drive back to the Valley, we’ll grab takeout from Mini Kabob in Glendale — their wraps have falafel croutons!

🧺 Day 3 – Picnic Vibes & a Touch of Hollywood
Late Afternoon:
We’re sleeping in today. Once we’re up, we’ll pack a blanket, a Mozzarella grilled cheese or a fresh pesto salad, and head to Barnsdall Park. It’s my favorite low-key picnic spot with dreamy views of the city. People are friendly, so don’t be surprised if you make a new friend by just chatting about books or sandwiches.
Evening:
We’ll head to Hollywood for a classic stroll down the Walk of Fame. I’ve lived in LA forever and barely go, but it’s kind of magical seeing it through someone else’s eyes. Bonus: the Chinese Theatre and Dolby Theatre.

🏙️ Day 4 – DTLA Depth & Night Bites
Morning:
We’ll start in Downtown LA with a visit to Grand Central Market. There’s a tiny mom-and-pop spot if we can call it that tucked in the back that makes the best agua fresca I’ve ever had. Seriously refreshing. Then we’ll stop by the Bradbury Building
Afternoon:
We’ll hit up The Last Bookstore and roam the nearby Arts District to snap murals and grab a taco or two from a food truck.
Evening:
I’m not a big nightlife person, but I will rally for a good Korean BBQ.

🌄 Day 5 – The Hidden Valley
Forget Griffith Park. Everyone goes there. We’re going rogue.
We’ll drive out to the Northridge or Santa Clarita area — even Palmdale, if we’re feeling like a little mini road trip. My favorite? A quiet walk along the California Aqueduct. There’s something so peaceful about listening to a podcast while the mountains tower beside you and the breeze from the water cools the dry heat. It’s unexpectedly scenic and grounding.

🚗 Getting Around
To be real — you need a car in LA. It’s basically part of the culture. Public transit exists, but if you want to hit the mountains, the beach, and a taco stand all in one day? You’ll want your own wheels.
Yes, traffic can be brutal — but a loud playlist fixes almost everything. Or better yet, turn the drive into a mini car karaoke session.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I couldn’t agree more. I truly believe that my success doesn’t rest solely on my efforts, but on something intangible—something far more profound. My journey is carried by the unseen hand, by favor, and by the grace of God. It’s a force I rarely speak about—not because it isn’t real, but because it defies language. And yet, without that invisible hand, I wouldn’t be speaking to you today. My name and my brand wouldn’t echo in rooms I’ve never stepped into.

That same grace moved Olivia Nelson to recommend me for this interview. Olivia, thank you for seeing something in me and using your voice on my behalf. I’m deeply grateful.

And to the gift that is my mum—thank you. In an African household where education and job security are the standard, choosing to “sell hair conditioner” instead of becoming a doctor felt terrifying. But I’ve been able to build a life rooted in creativity and care because of one constant: my mother, Irene. Her love, her wisdom, and her quiet, unwavering support gave me the courage to follow a different path.

Website: https://kcurlsys.com

Instagram: https://www.instagram.com/kcurlsys/?hl=en

Facebook: https://www.facebook.com/p/KCurlsys-100065207302032/?_rdr

Youtube: https://www.youtube.com/channel/UCF4t_uIsFssDPwo_vRzRmRA

Other: TIktok: https://www.tiktok.com/@kcurlsys