Interested in starting your own entrepreneurial journey in hair and styling but unsure what to expect? Then read up on our interview with Brittany Johnson, founder of HBW High Society, located in Toronto, Canada.

What's your business, and who are your customers?

HBW High Society is a community is built on thriving young women who are passionate about healthy hair, conscious of the products they use and care about where they come from. Our feature product that started it all - our HBW Heatless Hair Waving Kit was designed to fill a gap in the market for this specific community. These women know they deserve to have great hair without sacrificing their hair health or wasting precious time. They also care about knowing that the Toronto-run small business is female-owned and operated, and employs female seamstresses to make its waving cushions.

Tell us about yourself

I started HBW during the pandemic as a way of serving women at a time when I was personally, feeling really low. My fertility journey of 2.5 years had been put on hold, much to my dismay, and I was simultaneously getting laid off due to COVID-19. I had this idea and knew there was a gap in the market, so I decided to channel all of my energy into what started out as a passion project, and quickly grew into a legitimate business. I wanted to bring a business into the beauty space that gave women the confidence I was seeking for myself at that time. I started with the product for myself and a few friends, and after rave reviews, I launched on social and watched as it began to resonate with women from around the world.

What's your biggest accomplishment as a business owner?

Over the ten months since our launch, we have built a supportive community of women online who are conscious of the products they use, how and where they are made, and where they spend their time. Building that community up has truly given me so much joy. The incredible feedback and positive interactions with women all over the world is really the driving force behind our products and brand.

What's one of the hardest things that come with being a business owner?

I am recently a new mother, so juggling wearing all the hats a solo business owner wears (which is a lot) as well as a new mother, has definitely been a challenge. That said, I always enjoy a challenge, and I am a firm believer in rising to the occasion - so that is where I'm at currently.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

1.) Trust your gut

2.) Get absolutely solid on your why and mission - it should always strive to serve

3.) Surround yourself with good people who will lift you up and remind you of your why on challenging days

Where can people find you and your business?

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.