From Concept to Cult Favorite w/ Chaz Dean

How One Man Revolutionized Haircare

August 13th, 2024 • 5 min read

Chaz Dean, the creative force behind WEN Hair and Body Care, has spent the last 24 years turning the haircare industry on its head—literally. With an unwavering commitment to innovation and a philosophy that challenges industry norms, Chaz has redefined what it means to care for hair. His journey from concept to cult favorite is a story of passion, perseverance, and a relentless drive to do things differently.

In May of 1993, Chaz did the unthinkable: he gave up lather. At a time when the beauty industry was saturated with sudsy shampoos and harsh detergents, Chaz saw a different path. He believed that the very products people trusted to clean their hair were doing more harm than good. Lather, he argued, wasn’t necessary for clean, healthy hair - iit was a marketing myth. Instead, Chaz envisioned a product that would cleanse, condition, and nurture the hair without stripping it of its natural oils.

"People thought I was insane; they wanted to put me in a straitjacket," Chaz recalls with a laugh. "What do you mean I’m never going to use lather again?"

Fast forward five years of trial, error, and relentless innovation, and Chaz brought his first-ever, universal 5-in-1 cleansing conditioner to market in November 2000. This revolutionary product was designed to replace shampoo, conditioner, deep conditioner, detangler, and leave-in conditioner - all in one bottle. It was a bold move, but one that forever changed the way we think about washing our hair.

Though removing lather was a radical concept at the time, the Cleansing Conditioner quickly took off when his clients began to see the healthy, shiny hair they had always dreamed of having. Word of mouth spread, and soon, WEN was more than just a product, it was a movement.

Ensuring the product was universal was important to Chaz. He vividly recalls a conversation with a producer during his time on Extra. The producer advised him, "You’re going to have to create a specific brand for the Black community because your product won’t work in that market."

But Chaz was unwavering. "I’ve tested my products on everyone to ensure they’re universal across the board," he responded. "I’ve spent over five years making sure my products work on every hair type and texture. Just because no one’s done it before doesn’t mean it can’t be done."

Today, the WEN brand spans over 700 products and has sold well over 200 million bottles in the last ten years, making it one of the largest brands on QVC. From haircare to skincare, body care, and even pet care, WEN has become synonymous with quality and innovation. Chaz’s ability to connect with his audience and anticipate their needs has been a key factor in his success.

Staying connected with his customers has been key for WEN’s success. Chaz is live on social media every day, learning from his audience, taking their feedback, and finding new ways to meet their needs. This direct line of communication allows him to stay ahead of trends and respond to customer desires in real-time. Whether it’s through product development, personalized advice, or simply sharing his journey, Chaz’s engagement with his customers is a cornerstone of his brand’s success.

Fifteen years ago, he was diagnosed with skin cancer, a wake-up call that made him reevaluate his lifestyle and the products he was using on his body. “I got skin cancer, I stopped going to tanning beds, because for me, I believe that’s probably where it happened. I’ve never used a tanning bed again, started using self-tanners. I always was orangey or streaky or always smelled like self-tanner. One day I woke up and I’m like, ‘Wait, why am I settling?’ …’Why am I not creating my own?’ And I did. And so ours is incredible. It doesn’t smell like self-tanner, it’s not orangey, it’s not streaky. But my point is, I create them either for my customers or where I find a hole. ‘Why am I settling for this? Why not create this?’ So that’s what’s huge with me, but staying connected with your customer - I wouldn’t be here if I didn’t.

Chaz Dean’s story is one of passion, innovation, and a refusal to settle. From revolutionizing haircare with a simple, lather-free product to expanding into a full range of holistic beauty and wellness products, Chaz has proven that with vision and determination, anything is possible. His journey serves as an inspiration to entrepreneurs and innovators everywhere, reminding us that the greatest successes often come from the boldest ideas.

If you’ve enjoyed reading Chaz’s advice, make sure you're subscribed to Weekly Insights mailer for fresh Founder Stories delivered straight to your inbox every week! Dive deeper into more success strategies by reading more exclusive snippets from our show’s, or join us in person to experience it firsthand!

Follow Chaz Dean on Instagram



Is it Your Time to Shine?

Join 1000+ best-in-class brands, retailers, investors and media to discover the future of consumer business.


Read More Founder Stories ↘

Previous
Previous

Spinning Into Success with SoulCycle’s Julie Rice

Next
Next

The Inside Scoop w/ Ben Van Leeuwen