Remilia Hair
From cash crunch to $700K raise – and 150% Amazon growth.
The situation
Remilia Hair is an innovative beauty brand specializing in high-performance hair care products, including their signature CosmoCap hair capsules, masks, and shampoos. The company operates an omni-channel business model, leveraging direct-to-consumer (D2C) sales via Shopify and Amazon, alongside significant wholesale partnerships with major global retailers such as TJ Maxx and Loblaws.
Despite strong market traction and a growing brand presence, Remilia Hair faced a severe liquidity crisis. The business was burdened by numerous high-interest, short-term loans (QuickBooks, ClearCo, PayPal) that drained monthly cash flow. Operational challenges included long production lead times (120–150 days) and high minimum order quantities (MOQs) that tied up limited capital. A complex existing owner-loan structure was also acting as a deterrent for new, large-scale equity investors.
Our approach
Establish rigorous financial discipline and a clear path to solvency. The core objective was to restructure the company's debt, optimize inventory procurement strategies, and build a sophisticated financial model to secure $700,000+ in external investment for scaling operations and expanding the product line.
- 1Developed a granular 12-month cash runway tracker to monitor weekly liquidity and prioritize critical vendor and debt repayments.
- 2Built a comprehensive 5-year financial growth model, incorporating scenario analysis for new product divisions and international expansion (UAE, Israel, China).
- 3Optimized inventory management by calculating precise replenishment cycles, factoring in 150-day lead times and multi-stage payment terms with global suppliers.
- 4Conducted deep-dive unit economics analysis (CAC/ROAS) to evaluate the profitability of Amazon influencer campaigns versus Shopify D2C growth.
- 5Advised on the restructuring of the cap table, facilitating negotiations for partner exits and debt-to-equity conversions to ensure investor readiness.
Outcome
- Secured a commitment for $700,000 in external funding, enabling the total retirement of approximately $150,000 in high-interest debt.
- Strategic shifts in marketing and procurement led to 150% growth in Amazon sales.
- Established a roadmap for a 200% increase in Shopify revenue.
Engagement timeline
Diagnose → Build → Deploy → OperateDeveloped a granular 12-month cash runway tracker to monitor weekly liquidity and prioritize critical vendor and debt repayments.
Built a comprehensive 5-year financial growth model, incorporating scenario analysis for new product divisions and international expansion (UAE, Israel, China). Optimized inventory management by calculating precise replenishment cycles, factoring in 150-day lead times and multi-stage payment terms with global suppliers.
Conducted deep-dive unit economics analysis (CAC/ROAS) to evaluate the profitability of Amazon influencer campaigns versus Shopify D2C growth.
Advised on the restructuring of the cap table, facilitating negotiations for partner exits and debt-to-equity conversions to ensure investor readiness.
Before & after
- Despite strong market traction and a growing brand presence, Remilia Hair faced a severe liquidity crisis.
- The business was burdened by numerous high-interest, short-term loans (QuickBooks, ClearCo, PayPal) that drained monthly cash flow.
- Operational challenges included long production lead times (120–150 days) and high minimum order quantities (MOQs) that tied up limited capital.
- A complex existing owner-loan structure was also acting as a deterrent for new, large-scale equity investors.
- Secured a commitment for $700,000 in external funding, enabling the total retirement of approximately $150,000 in high-interest debt.
- Strategic shifts in marketing and procurement led to 150% growth in Amazon sales.
- Established a roadmap for a 200% increase in Shopify revenue.
Artifacts delivered
What the founder walked away withFrom cash crunch to $700K raise – and 150% Amazon growth.
