why “plait?”
The story of how we got our name begins with the wrong name—Wash Day Supply Co.
Wash Day Supply Co. (or Wash Day) was the result of a looming deadline and the desire to reference the type of stores we want to partner with—the Black Beauty Supply. At the time, we loved Wash Day, but so did a lot of other companies, so we knew we needed to pivot.
To rename the brand, we relied heavily on interviews we conducted with folks who represented our future customers. We pored over pages and pages of interview transcripts and pulled out our favorite insights and words from those conversations. After a long brainstorming session and a crowded Miro board, we pulled out the following list of names:
Knot
Supplement
Shine Supply
Hair Play
&go
Plait
Wavelength
We then polled our friends, fellow startup founders, and our family members, and eventually, it came down to two options: Wavelength and plait.
our founder rocking the little black girl braids—bubble hair ties included.
So why plait?
We chose plait because it checked many of our boxes:
It references Black hair (raise your hand if you spent much of your elementary school years in plaits with cute bubble accessories).
It’s simple (Even on a good day, Wash Day Supply Co. was a bit of a mouthful).
It spoke to what we’re building—an elegant way to get Black consumers the products they need by connecting them to the Black beauty retailers they can trust.
so now we’re plait! and we’re so excited to share our journey in creating a better way to shop for Black hair care products.