Tell our story.
Editors, podcasters, brand partners — everything you need is below. Quotes, hi-res, the founder, and the science.
The pitch in one paragraph
MELTDOWN is a Minority-owned braid gel company founded by Ari, a former braider, in 2024. The flagship is a flaxseed-based hold gel built specifically for the install — strong enough to hold a fresh knotless install for 14 days, gentle enough to use daily on edges. 4.9 stars across 2,843 reviews. 94% repurchase. Currently growing 40% MoM. Goal: be the #1 braid gel in the U.S. by Q4.
Quick facts
Founded
2024 · Huntsville, AL
Founder: Ari (last name on request). Bootstrapped to first 10K customers, currently raising a seed round.
Product
Braid Gel · 17.6 oz / 500 ml
Three SKUs: 1-Jar ($9.99), 3-Pack ($24.99), 6-Pack ($44.99). Available in Mango and Papaya. Vegan, clinically tested.
Reviews
4.9 stars · 2,843 reviews
94% repurchase rate. Verified via Loox. Review breakdown and screenshots available on request.
Distribution
DTC · 47 salons · TikTok Shop
Primarily direct via trymeltdown.com. Wholesale rolling out Q3. Coming to Amazon Q4.
For interviews
Ari is available for podcasts, panels, and editorial interviews. Topics she goes deep on:
- Building a beauty brand without VC for the first 18 months
- Why "edge control" became a billion-dollar category — and what's still broken about it
- The economics of being a braider in 2026 (and why most products don't work for the chair)
- Minority-owned brand building inside Sephora-dominated category
- Texture-first product development
Press kit
Email press@trymeltdown.com with your outlet, deadline, and angle. We respond within 4 business hours.
The kit includes: founder hi-res portraits, product hi-res (white background, lifestyle, 360°), brand logo (dark/light/transparent), color palette, and a one-pager PDF.