Theorem is a direct selling company that specializes in producing and developing its own line of high-end, bespoke hair care products. Theorem was developed by a brilliant team of female scientists and designers with 75 years of combined experience, who have developed best-selling products with over a billion dollars in revenue sold worldwide.
‘’Disappointed with products on the shelf, we designed phenomenal formulas and packaging that finally met our standards. We started sharing them with friends and family, and they became so popular we had to start a full-scale production.’’
The Theorem Advantage: Driven by Beauty, Backed by Science. The team at Theorem has their own private R&D team, their own lab, and their own manufacturing plant. With over 25 years in manufacturing, they make all Theorem formulas themselves, in their Chicago-based, family-owned facility. Theorem has first access to the latest clinical studies and ingredients so they are always one step ahead of the pack!
What Makes Theorem Unique? Heavily rooted in R&D, you could say Theorem team geeks out about hair care. Each product is hand-crafted to incorporate proven science. Every formula is perfectly pH balanced to promote a healthy root, strand and tip. They’ve reviewed thousands of clinical studies and worked on 10’s of thousands of formulations throughout their careers.
‘’Theorem is a culmination of the most promising data of our combined lifetimes.’’
What inspired you to start Theorem Method?
I feel very blessed to have enjoyed a 20 year career in direct sales. In 2001, I joined a home décor company and my sole goal was to replace my corporate income so that I could have a growing income while being home with my young children. I had enjoyed a successful 10 year corporate career as a Regional Sales Representative and while it had been rewarding, I was ready to be more available to my family. I quickly discovered that direct sales offered me the most incredible friendships with like-minded women, incentive trips that I’d have never been able to afford and the opportunity to control my income. I fell in love with the self-paced business that became the most incredible education, as I grew in both confidence and courage. I then wanted to offer this same opportunity to others!
In 2017, I had the privilege to begin working on the corporate side in our industry as the Director of Leadership Development for a direct sales company based in Alabama. When I left that position, I had decided I was finished with direct sales. While I loved so many aspects of the business, I was ready for a change. I was thrilled to become the Preschool Director at my church! In the summer of 2020, when my previous boss called to ask if I’d consider joining her at a new social selling company for healthy hair care, I said no! I was happy for her, but I didn’t necessarily invest much money in haircare and I honestly didn’t think my hair could be improved, however, I told her to send me a sample. And so it began! I used our ‘Density’ conditioning treatment one time and I was sold. Honestly, I couldn’t believe the difference in my hair. It was softer and more manageable. My hair had changed over the years and become coarse and thinner, and I just assumed that was the way my hair had to be, but it wasn’t. We have introduced just a few of our products with about 25 more still to come. I can’t tell you how rewarding it has become to offer healthy alternatives to people with all types of hair. I have discovered that so many people have issues with their hair and Theorem allows me the opportunity to offer them a healthy alternative that smells great and is backed by science.
Theorem products are created by a team of 10 female chemists that create hair care for several large retail stores. They wanted a healthy option for themselves, so they began formulating solutions for themselves. Before they knew it, their friends and family wanted to try it and then wanted to buy it! They spent a couple of years developing a company with a direct sales consulting firm because their specialty was the science and they needed help with social marketing, a rich compensation plan and developing a powerful business plan.
What we offer is hair care that it is hypoallergenic, dermatologist tested, and gluten-free. Every single ingredient has a purpose. Our ingredients are healthy – some include, plant proteins, zinc, green tea, rose water, prebiotics and caffeine. I now understand that our scalp is skin, and it needs to be healthy to provide healthy hair! Our hair formulas are designed to care for the root (scalp) to the tip. We are driven by beauty and backed by science.
I joined Theorem because I loved the product and I absolutely must love what I sell, so that I firmly believe in the opportunity that I’m offering to others. I am the face of Theorem to my community, so it is a privilege to be among the first to share this incredible product. I also joined because I trust and respect our President, Brian Palmer. He has experienced many successful launches in the industry, and I knew if he wanted to be involved, it had a huge future. Our growth is anticipated to reach 100M in sales in the next few years! And, now just 9 months into business, it’s an exciting time to join us, as we need people nationwide as we continue to launch Theorem. Who do you know that might like to join me?
How is online marketing different today than it was just a few years ago?
We all know that technology changes quickly. When I began in direct sales, we didn’t have social media – that alone has made sales and marketing so much more fun! I believe the changes in online marketing make opportunities in our industry much easier, not only for busy people working from home, but also for those who have successful careers and enjoy an additional stream of income.
What are some of the websites or magazines or apps that you subscribe to or read regularly?
I like a balance of fun ideas and inspiration when I’m reading or scrolling social media! I like to see creative ideas as well and stories that motivate me to try something new or step out of my comfort zone. I love to read – it keeps me learning and inspired! Right now I have a stack of books that I’m about to dive into that include: Everybody, Always: Becoming Love in a World Full of Setbacks and Difficult People written by Bob Goff, Social Selling for Direct Sales Leaders by Karen Clark, and Start Where You Are by Chris Gardner.
What’s your favorite social network – Instagram, Facebook, LinkedIn or Twitter? Why?
I love facebook and Instagram. Each network has a different vibe. I enjoy the connection to people on facebook, but Instagram has so many fabulous ideas and fun posts from creative people. Instagram has been a great source of networking for me – and it’s different everyday! I love that!
When you suffer a setback, how does that emotionally affect you and your work?
Life is full of challenges. I have found that in our lives, something changes every 6 months. During my career in this industry, I’ve raised three children, moved our family twice, had major surgery, sent two children to college and dealt with the loss of both my parents. Life happens and the beauty of social selling is that you are your own boss and you can work around your other challenges and commitments. I’ve also found the support of other women in this industry to be an incredible blessing, even if you no longer represent the same company. The sisterhood in direct sales is like none other.
What would you advise our followers who have want to start their own brand?
I would encourage you to write down your goals for this month, 6 months and then for this year. Put them where you see them everyday. It can be an income goal or a goal for a promotion. When goals are written down, they drive you – even when you are tired or discouraged. I read a story once about Olympic gold medalist and it said that 97% of those who earned a gold medal, wrote down their goals and carried them with them everyday in their wallet. One of my favorite authors, Dr. Tom Barrett says this about goals, “when you write down your goals, your brain gets busy achieving them.” I believe it’s true!
What is the best advice you have ever received?
Don’t compare yourself to others. It is difficult to do, but focus on your own personal goals and becoming better at what you do. I believe each of us have a special set of skills and a unique personality to navigate through life and that our lives complement one another.
What have you learned most from entrepreneurship?
Take chances and don’t forget to have fun! Don’t take yourself too seriously and set some boundaries. For example, if it is dinner time, enjoy dinner with your family. The order, the email, the phone call can wait. Work hard, but be sure to enjoy all the other blessings in your life as well.
If you could go back by ten years, what would be some of the top tips you would give our audience?
1. Have fun – even when it’s hard. Know that everyday won’t be easy.
2. Set boundaries for your work hours so you don’t miss the good stuff with your family.
3. Find a pacing partner – someone in a similar situation and challenge each other.
4. Cheer others on. You will never regret encouraging others.
5. Give your business time to grow. If you opened a retail store in your community, it wouldn’t be at it’s greatest potential in just 6 months. Neither is your business.
6. If you have children, they are watching you – show them by your actions how to work hard and dream big. Now that my children are older, I see them write down their goals, work hard for their dreams and I hope they will be confident enough to try new things and face the opportunity to succeed – or learn from mistakes. Either experience is valuable and only builds your foundation, especially if someone is behind you cheering you on.
You’re currently writing a book, can you tell us what this will be about?
If I wrote a book, it would be about the fact that every one of us is influential. Individually, we are the greatest mentors for our family, our co-workers and our friends. What does your everyday life say to others? The way we speak to others, the way we spend our time, what we read and how we take care of ourselves. I believe that God gives each of us a purpose and unique gifts – and they are different for each one of us. I think in our homes and in this business, we can create a culture that encourages one another to be the best we can be in the dreams that drive us and the joys we share. I suppose that is why I’m drawn to this business over and over again! Everyday is a new opportunity to encourage someone else to chase their dreams and be the best they can be.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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