Briana Hickman is on the brink of a transformative journey as she prepares to expand B. Xquisit Beauty into the United Arab Emirates. With over two decades of experience in the hair industry, her foray into Dubai’s vibrant beauty landscape aims to address the unique needs of textured hair—a niche that has often been overlooked in many global markets. This article explores Briana Hickman’s vision for B. Xquisit Beauty’s UAE expansion and the mission behind this ambitious move.
Building a Beauty Empire in Dubai
As the founder and CEO of B. Xquisit Beauty, Hickman has dedicated her career to providing exceptional salon services and high-quality products designed specifically for naturally curly hair. As she prepares to establish her presence in the UAE, Hickman emphasizes, “We cater to people with naturally curly hair of all races. That is our target audience. At the same time, of course, we can work with any texture.”
Empowering a New Generation
For Hickman, the expansion into Dubai is more than just a new location; it represents a generational shift towards inclusivity in beauty. She is part of a rising group of Black beauty entrepreneurs who are working to elevate the conversation around textured hair, particularly in a region that has historically favored straight hair products. “I love when people have confidence after receiving certain beauty services,” Hickman shares, expressing her deep commitment to promoting self-esteem through hair care.
A Mission Beyond Products
With her extensive experience—Hickman has been a licensed stylist since 2006 and started styling hair at the young age of ten—her brand embodies empowerment and confidence. Following a strategic consolidation during the pandemic, she shifted her focus to quality improvements and long-term brand growth, setting the stage for her UAE expansion. “Buying the building and consolidating was one of the best things I ever did,” she notes, reflecting on her journey toward greater operational efficiency.
Education and Community Engagement
B. Xquisit’s expansion strategy includes not just product offerings but also an emphasis on education, representation, and collaborative partnerships. Hickman plans to conduct in-person training sessions for salon professionals in the UAE to enhance their work with curly hair of various textures. “If you have a mixed-race child, now you have a different hair type that one parent may not be used to. We want to tap into that market quickly,” she explains, highlighting the necessity of education in bridging gaps in service quality.
Her curated line of salon-tested products specifically targets the hydration needs of curly hair in the UAE’s challenging climate. With offerings that include shampoos, conditioners, and leave-in treatments, Hickman aims to provide essential moisture while also safeguarding color-treated hair. “These products are highly moisturizing and great for color-treated hair,” she asserts, emphasizing their suitability for the region.
Though e-commerce will play a vital role in B. Xquisit’s distribution—an Amazon UAE presence is a key goal—Hickman’s holistic approach involves teaching and forming partnerships with local salons. Collaborative training programs and revenue-sharing models are central to her vision of elevating service standards in the region.
Hickman’s ambitions extend beyond merely introducing a product line; she envisions securing product placement in major beauty retailers, where options for curly hair are currently limited. “It would be a dream to get product placement in a major beauty retailer,” she affirms, underscoring her drive to shift the market dynamic.
As Briana Hickman prepares to make a mark in Dubai, she is committed not only to delivering quality products but also to fostering a comprehensive culture of care for textured hair. With her extensive knowledge and infectious enthusiasm for beauty, she is set to emerge as a key figure in the UAE’s beauty landscape.
“We want to set a different tone and help people feel beautiful in the process,” she states, encapsulating the mission behind her UAE expansion. B. Xquisit Beauty’s arrival represents a pivotal moment in a market that longs for authenticity and inclusivity, where Hickman’s leadership promises to make a meaningful impact.