KD Beauty Supply

Trisha Moses, center right, with her family. | DBT PHOTO BY LUIGI CIUFFETELLI

Founded: 2019

Generations: Two

Employees: 5

KD Beauty Supply Inc sells premium hair extensions, wigs and natural hair products, but for co-owner Trisha Moses, her family-owned business isn’t just about appearances.

“We want to accentuate the beauty our customers already have,” Moses said.

The Middletown beauty store opened in November 2019 as a one-stop shop: Customers can buy organic skin and beauty products, then get their hair braided or opt to have a wig installed at KD’s lash and braid bar. The family’s goal is to be the “go-to” location and supplier to industry professionals as well as consumers for their hair and beauty product needs.

KD Beauty is Black-, veteran- and women-owned and operated: Trisha’s husband, co-owner Leonard Moses, served two tours in Iraq and one in Afghanistan. Her daughter Lashaunel Brown and niece Kiara Moncrief, who originated the idea for KD Beauty, manage the store.

“Their enthusiasm for beauty care is so infectious,” Trisha said of Brown and Moncrief. “They convinced me this is really what’s needed for our community.”

Within a few months of opening, the COVID-19 pandemic hit, and KD’s, like countless businesses in Delaware and across the country, had to pivot quickly over the next year. They closed the physical shop, offered curbside and delivery and added personal items like masks to their inventory.

“We reinvented and reinvented ourselves over and over,” Trisha said.

Their commitment proved successful, with repeat customers and an increase in revenue – projected to grow about 70% this year.

Now, as more services resume, Trisha and her family plan to open more locations and expand the bar and the shop to accommodate more customers. They’ve already hired additional employees, including a family member.

When they’re not overseeing the store, Trisha serves as the vice president of operations for the Boys & Girls Club of Delaware and Leonard is a police officer for the city of Wilmington.

Through their work and charity, the family supports a number of community efforts, including Easterseals, the New Castle County Chamber of Commerce, the Delaware Fraternal Order of Police and the National Coalition of 100 Black Women.

“We are a family of public servants,” Trisha said. “We want to be able to inspire others, and show that small businesses are the backbone of the community.”