Kinfolk Beauty Supply: Fulfilling a Community Need with Passion and Perseverance
Rochelle Burgess experienced a bit of a culture shock when she moved to Eureka, CA after years of living in New York and working in the city’s fine dining scene. She was used to having everything she needed just outside her door. “In Humboldt County, there aren’t a lot of resources for those seeking alternative hair or anything for textured hair,” she explained. As a Black woman in coastal Northern California, she found herself having to take extreme measures to get products for her hair: driving over 4.5 hours to Oakland, packing an extra suitcase on cross-country trips, or taking an expensive gamble on online vendors.
A natural problem solver, Rochelle started asking around: were others in the community having the same problem? She found that she wasn’t the only one. “I think if you’re gonna complain about something, you have to have a plan to fix it,” she stated. Determined to make a change, Rochelle created Kinfolk Beauty Supply, a store that caters specifically to the needs of Black women while also offering a wide range of beauty products for all hair types and textures.
Kinfolk Beauty Supply officially opened on January 7, 2025, filling a critical gap in the community. Rochelle invested in a vision that went beyond retail. The store, located at 318 W Harris Street just off Highway 101, is a place to find high-quality beauty products and a community resource where people can find support, guidance, and options that truly meet their needs.
However, bringing this vision to life was no easy feat. She secured a lease with a favorable price point, but the space had half a century of history as a taxidermy shop, so it required significant cleanup and renovations before it could function as a beauty supply store. With inventory, equipment, fixtures, and working capital adding up, she needed financial support to make her dream a reality.
Like many small business owners, Rochelle initially turned to local business development organizations for guidance. Unfortunately, she encountered roadblocks—a misunderstanding of the industry, lack of follow-through, and ultimately, rejection. “I had to explain what a beauty supply store even was,” Rochelle recalled. “I had to push just to get any response.”
Frustrated but undeterred, she continued searching and discovered Main Street Launch. Unlike other organizations, Main Street Launch understood her vision and had a track record of supporting women- and minority-owned businesses. “I looked at their success stories, and I saw people who looked like me. It felt like they cared.”
Through Main Street Launch, Kinfolk Beauty Supply received a loan that helped them renovate their space, purchase inventory, and cover essential startup costs. “The process was long, but Adrian [Zavala Gomez – VP Relationship Manager] was great—he followed up, made sure we had everything we needed, and explained things in a way that didn’t feel clinical,” Rochelle said. “It felt like he actually cared about what was going on and was also excited about the project.”
Since opening, Kinfolk Beauty Supply has already made a profound impact on the community. Customers have walked in and cried, expressing gratitude for finally having a local store that meets their needs. “People have lived here since the 1950s and never had a resource like this,” Rochelle’s husband and Eureka native, William Burgess, shared. They’ve found it makes a real difference to have options that people can actually touch and feel before committing to a big purchase. “We’ve had customers undergoing medical treatments who come in with their families, unsure of what to do, and leave with a wig that makes them feel confident again. That’s why we do this.”
With the conviction that everyone deserves to feel beautiful, the business is just getting started. Rochelle has already completed training to sell specialized toppers, and future plans include offering wigs for cancer patients, which requires additional certification. Their commitment to quality and affordability also sets them apart—despite market pressures, they refuse to overcharge. “If it’s expensive for you, it’s expensive for me to buy. There are corners we won’t cut just to make a profit.” Stop by their storefront in Eureka to get exceptional customer service while browsing a carefully curated selection of hair and skin care products at unbeatable prices.
