How a mother-daughter duo is building an empire, one scrunchie at a time
From the kitchen table to Canada’s largest Indigenous-owned hair accessory brand.
Last updated 8 hours ago
You can save this article by registering for free here. Or sign-in if you have an account.
We independently select everything we recommend. Buying through us may earn us a commission, which supports our work.
Mya Beaudry started Kokom Scrunchies in 2019 as a way to give back to youth in her community during the Kitigan Zibi Traditional Pow Wow. She was just nine years old at the time.
Subscribe now to read the latest news in your city and across Canada.
- Unlimited online access to articles from across Canada with one account.
- Get exclusive access to the Vancouver Sun ePaper, an electronic replica of the print edition that you can share, download and comment on.
- Enjoy insights and behind-the-scenes analysis from our award-winning journalists.
- Support local journalists and the next generation of journalists.
- Daily puzzles including the New York Times Crossword.
Subscribe now to read the latest news in your city and across Canada.
- Unlimited online access to articles from across Canada with one account.
- Get exclusive access to the Vancouver Sun ePaper, an electronic replica of the print edition that you can share, download and comment on.
- Enjoy insights and behind-the-scenes analysis from our award-winning journalists.
- Support local journalists and the next generation of journalists.
- Daily puzzles including the New York Times Crossword.
Create an account or sign in to continue with your reading experience.
- Access articles from across Canada with one account.
- Share your thoughts and join the conversation in the comments.
- Enjoy additional articles per month.
- Get email updates from your favourite authors.
Create an account or sign in to continue with your reading experience.
- Access articles from across Canada with one account
- Share your thoughts and join the conversation in the comments
- Enjoy additional articles per month
- Get email updates from your favourite authors
Sign In or Create an Account
“It originally started as a fundraiser, and I would make scrunchies throughout the week and release them every Sunday on Instagram,” Beaudry recalls.
Named after the Algonquin word for grandmother, Kokum, the small startup offered hair accessories made primarily from the floral scarves Beaudry was accustomed to seeing her elders wear while working outside.
The response to the small product drops on social media and sales via vendor booths at local markets was staggering.
“I reached my fundraising goal in just five months,” she says. “What started at my kitchen table quickly grew into something much bigger than I ever imagined.”
With the help of Beaudry’s mom and Kokum Scrunchies president, Marcie Portelance, the project became a full-fledged business, including the launch of its own online store in 2020.
“At first, it was just Mya making scrunchies, but before long, the business started taking over our whole house. We were moving furniture around, turning rooms into storage, and creating space for an office and workshop just to keep up with demand,” Portelance recalls. “After a 20-year federal government career, I made the decision to retire and step in as president to streamline and scale the business.
“My role has been to support operations, partnerships, wholesale growth, and building the systems needed to help Kokom Scrunchies grow nationally while making sure Mya can continue focusing on the creative heart and mission of the brand.”
Today, the Ottawa-based Kokum Scrunchies is considered to be Canada’s largest Indigenous-owned hair accessory brands, with retail partnerships in more than 150 stores across the country, including various locations around Vancouver and in B.C., as well as the country’s first scrunchie vending machines in Ontario.
The young entrepreneur has also partnered with major brands such as the Toronto Maple Leafs and Nike on collaborations. Kokum Scrunchies were also featured during New York Fashion Week and in the most recent Oscars pre-gifting suite.
As for the packing and shipping, that’s now done out of a warehouse rather than the family’s home.
“Kokom Scrunchies has grown in ways I never could have imagined,” Beaudry says of the business that began with an idea and a $15 investment.
The hair accessories are typically priced from $12 to $18, depending on the collection and materials used. The product offering has also expanded to include additional accessories such as scarves and lanyards.
“Many of the floral scarf patterns that inspire our collections reflect traditions shared across cultures around the world, including styles seen in European floral scarves,” explains Portelance of the creations. “And each scrunchie in our core collection is named after an incredible Indigenous woman in Mya’s life, making every piece personal and meaningful.”
While some of the more recent product launches are made outside of Canada, the brand continues to manufacture the majority of its wares domestically.
“As we continue to grow, we remain focused on quality as we work with international suppliers to support our growth,” says Portelance.
Throughout the business journey, Beaudry has also accepted public speaking roles with the goal of sharing her story with other young people.
“Public speaking became a big part of my journey, giving me the opportunity to share my story and encourage other young people to dream big and do what they love,” says Beaudry, who balances her high school studies with running the business with her mom. “More than anything, I hope my story inspires other young people to believe in themselves, dream big, and do what they love — because you never know where it might take you.”
