From Shark Tank to Success… Rachel Koren, Co-Founder and CEO Cashmere Hair is this week’s Woman in Business Featured Interview. This is her story.
Tell us about your business (what product or service you provide and who your target audience is)
At Cashmere Hair, we empower you with luxurious clip-in extensions designed to effortlessly add volume and length, giving you the hair of your dreams without the commitment!
Our journey began just 5 months before our memorable appearance on ABC’s TV show Shark Tank, where we showcased our passion for quality hair extensions. Although we did not secure a deal, the exposure helped us connect with a broader audience and grow our brand. Today, Cashmere Hair is recognized as a leader in the hair extension industry, serving customers worldwide. We are dedicated to helping people enhance their beauty and boost their confidence through our products. Our commitment to quality, customer satisfaction, and innovative solutions continues to drive us forward.
Founded in 2013 by partners Rachel Koren and Melissa Koren, our brand emerged from a desire to provide high-quality clip-in hair extensions that enhance natural beauty without damaging your hair.
Please tell us what being a business owner means to you and why you became an entrepreneur in the first place?
I always had that entrepreneurial drive, and during my early career in Hollywood as a professional model and later a makeup artist, I knew I wanted to make an empire.
Before Cashmere Hair, I created and sold makeup brushes designed for my makeup clients. At that time, YouTube and social media were taking off! So, I also started doing makeup tutorials on YouTube to promote my makeup brushes.
Having that entrepreneurial spirit has motivated me ever since. During my modeling days, I leveraged my networking and negotiating skills, and instead of going through an agency, I dealt directly with the clients. That was when I learned the freedom of having control of my own business. I took in as much information and knowledge as I could during modeling jobs and learned a lot from the business owners I came in contact with and the people that worked for them to learn about different aspects of their businesses.
What or who has been your greatest influence in business and why?
Both Melissa and I have extensive backgrounds in the beauty and fashion industry. I am a former model and celebrity makeup artist, while Melissa is a highly skilled hairstylist, known for her expertise in hair coloring and cutting. This expertise helped them create high-quality, luxurious clip-in hair extensions. We bonded over their passion for entrepreneurship and love for hair. Our shared frustration with the lack of quality clip-in hair extensions led them to start designing our own, customizing shades and styles to create the most natural-looking extensions. We have figured most everything about business on our own, from our own experiences and by working together.
What would you say is your greatest professional accomplishment to date?
Melissa and I founded Cashmere Hair in 2013, and over the years, the company has transformed from a budding startup to a multi-million dollar brand with clients worldwide, including Hollywood celebrities like Ariana Grande, Isla Fisher, and Kelly Clarkson.
Just 5 months after launching, we appeared on ABC’s TV show Shark Tank. It was a nerve-racking experience! But at the same time, it was an eye-opening moment for us. We may not have secured a deal–and it was tough hearing the feedback from the Sharks—but it made us better and more savvy businesswomen.
Since then, Cashmere has grown exponentially, and it’s led by two women. We’ve not only done it all on our own, it’s also all ours. And that’s something we are really proud of.
What’s the best advice you have received in business that you wish to pass on to our readers?
Just start! There is never a perfect time, and it might not be exactly how you envision it in the beginning, but you’ll grow and learn along the way. We started with just a few colors, and only one length of hair, with very basic packaging, and this allowed us to grow and start building our business.
What is your relationship with social media?
I love social media as it helps us reach our target audiences directly as well as push our brand out there. When Cashmere Hair just started, we knew how the brand could greatly benefit by utilizing social media platforms, and we were right!
On a personal note, social media is also a great platform to connect with like-minded women around the world who love hair and make other women feel more beautiful and more confident. I share my expertise on beauty and even tips for achieving great hair through blogs, Instagram, and YouTube.
What is your favorite app?
Apps feel more like clutter to me, than help sometimes, especially when I’m juggling as much as I am. I’m more into systems or real tools that actually move the needle, rather than relying on trendy apps. They have a purpose in business, but I’m not a huge fan.
I mostly run things from my laptop, and there are a few apps we use because they get the job done, like for creatives, team organization, and customer service.
What has been the most effective marketing initiatives or programs you have used to promote your business?
The most effective marketing initiatives for promoting Cashmere Hair have been rooted in authentic connection, high-quality branding, and strategic visibility. Influencer and celebrity marketing played a key role in building momentum, creating powerful social proof through visible transformations. User-generated content, especially before-and-after photos and real customer reviews, has continued to drive trust and engagement. Instagram has been a strong visual platform for showcasing the brand, with Reels, tutorials, and customer shoutouts performing especially well. Email marketing has also been a valuable channel, allowing for consistent communication with loyal customers through promotions, product launches, and helpful hair care content. Limited-time sales events have helped boost conversions and encourage repeat purchases.
What one thing have you learned as a small business owner that has served you well over the years?
One of the most valuable things I’ve learned as a small business owner is that consistency beats intensity. Big wins are exciting, but it’s the small, steady actions—showing up every day, nurturing customer relationships, refining the brand, and staying true to our values—that have truly built lasting success. When you’re starting a business, there are so many challenges and details to figure out that you just take it step-by-step, one day at a time, one problem at a time. Another lesson that’s proven to be just as important is that having the right business partner can truly make or break a company. Having someone whose skills and strengths complement your own creates balance, which is essential when you’re making constant decisions, solving problems, and navigating growth. Melissa and I brought different perspectives to the table, and that diversity of thought helped us make smarter, more well-rounded choices. A strong partnership built on mutual respect and shared vision creates stability.
How has your routine changed since covid?
Since COVID, my routine has shifted to be more home-centered, intentional, and aligned with my personal values. I’ve embraced a slower pace in some ways, focusing more on family, homeschooling my kids, and building a business that supports the life I want—rather than the other way around. Working from home became the norm, which gave me the flexibility to be present for my children while still running and growing Cashmere Hair. It also taught me to simplify, prioritize what really matters, and let go of things that don’t align with the bigger picture. My days now reflect a more purposeful blend of motherhood, business, and personal growth.
What productivity tools do you use?
To stay organized and productive, I rely on a few key tools that help me balance running a business. Google Workspace is essential—I use Docs, Sheets, and Drive to manage everything from business documents, product planning, schedules, and resources. Canva is my go-to for creating marketing content, social posts, and branded visuals that reflect the Cashmere Hair aesthetic. I also use Instagram and Meta Business Suite to manage social media, connect with our audience, and stay engaged with customers. Google Calendar keeps my days structured, and Asana helps me track projects, delegate tasks, and stay focused on both short- and long-term goals. These tools keep things flowing and give me the flexibility I need to wear all the hats I do.
Are there any other resources/tools that have helped you run your business?
In addition to the core tools I use daily, there are a few other resources that have been incredibly helpful in running Cashmere Hair efficiently. Klaviyo has been a game-changer for email marketing and automation, allowing us to stay connected with our customers in a personalized, strategic way. For social media, we use Later to schedule and plan content ahead of time, which helps keep our brand presence consistent without overwhelming our schedule. Google Analytics gives me the insight I need to understand customer behavior and make smarter decisions based on what’s working. We use Zendesk to keep our customer service organized and responsive, ensuring our customers always feel heard and supported. On a personal level, I’m constantly learning through business podcasts and audiobooks, which keep me inspired and evolving as an entrepreneur. And most importantly, I’ve learned that having a great support team is everything. Having rusted contractors and freelancers, and the right people behind the scenes has been key to staying focused, creative, and able to grow.
Do you have any new projects coming up?
Yes! We have some exciting new projects in the works at Cashmere Hair. We’re expanding our hair care line with products specifically designed for clip-in extensions and creating more helpful tutorials to support our customers. We’re also exploring a few fun collaborations and limited-edition launches—everything focused on helping women feel confident, beautiful, and empowered.
How do you prepare for the next day?
At the end of each day, I like to take a few quiet moments to mentally reset and prepare for tomorrow. I’ll review my calendar, jot down my top priorities in a planner, and make sure anything important are ready to go. It’s not about having everything perfectly planned, but more about creating a calm, intentional rhythm that helps me stay grounded and focused for the day ahead.
What is the number one meeting you never miss (and why)?
The number one meeting I never miss is—honestly—all of them. As the CEO, it’s important for me to be present and involved in every meeting so I have a clear understanding of what’s happening across the business. Being part of those conversations helps me stay connected to the day-to-day details, support my team, and make informed decisions. I believe strong leadership starts with showing up, listening, and being engaged, and that’s something I take seriously. Whether it’s a quick check-in or a strategic planning session, I’m there—because every piece matters when you’re building something meaningful.
What do you do for fun/relaxation?
For fun and relaxation, I love spending quality time with my family, being out in nature, and enjoying the slower pace of life at home. Whether it’s going on a walk with the kids, spending time at the beach, or just having a cozy night in, those simple moments bring me the most joy. I also learning new things, dreaming up new ideas, listening to podcasts or audiobooks, and finding inspiration in everyday life. It’s a balance of rest, creativity, and being present with the people I love most.
How would you describe yourself in a single sentence?
I’m a passionate and dedicated business owner who pours my heart into creating meaningful, high-quality experiences for customers, while staying true to my values and vision every step of the way.
What is Number One Business Goal you plan to accomplish over the next year?
My number one business goal over the next year is to strengthen and scale Cashmere Hair by optimizing our systems, expanding our product line, and growing our customer base. I’m focused on building long-term sustainability, increasing revenue, and ensuring every area of the business is running at its highest potential. It’s about setting up the brand for continued success while creating more freedom and flexibility in how I lead and grow as an entrepreneur.
You want to write a book on ….
I would write a picture book called something like: The Creek at the Edge of the World. A gentle, nature-rich story inspired by the land my family owns. There’s something magical about watching my kids explore our creek, discovering crawdads under rocks, collecting treasures, and using their imaginations to turn the woods into their own enchanted world. This story would celebrate the beauty of slowing down, connecting with nature, and finding wonder in simple, everyday adventures. It reflects the kind of childhood I want to give my daughters—one filled with curiosity, wild places, and the freedom to just be. Writing a book like this would be a way to honor the values that guide our life: presence, creativity, and the quiet magic of home.
What is the number one book you recommend to our readers? And why?
If you’re a woman who’s ever felt torn between who you are and who the world tells you to be, Wild and Free by Jess Connolly and Hayley Morgan is a must-read. It’s an empowering invitation to embrace both your strength and softness, your dreams and your reality, your calling and your current season of life. As a mom, a business owner, and someone who’s constantly balancing a lot—this book reminded me that I don’t have to shrink, strive, or prove anything to be worthy. I just have to show up as the woman God created me to be: fully wild in spirit and deeply free in grace.
What practices or boundaries have you implemented in your personal life to create more work/life balance?
Aside from being an entrepreneur, I am now a mother of three children. Being both a mother and a business owner is very time-consuming, to say the least. Being available for your children as a mother is such incredibly important work, and it’s what comes first. Luckily, since Cashmere Hair’s success, I was able to get more help in running things, ultimately achieving that crucial balancing act.
Is there anything else you’d like to share with our readers?
For aspiring entrepreneurs, especially fellow moms, my best advice is: just start. There’s never going to be a perfect moment. It will feel scary, and yes, it will be hard. But if it’s something you truly believe in, it’s worth taking that first step. You’ll figure it out along the way.
What’s the best way for the readers of WE Magazine for Women to connect with you?
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pictured: Rachel & Melissa, Co-founders of Cashmere Hair Extensions
