At LMB Online, we love shining a spotlight on local entrepreneurs who are disrupting industries and bringing fresh ideas to Gqeberha.
We recently sat down with Christy, the owner and visionary behind Ditch The Box, to learn more about her innovative approach to hair colour.
By offering salon-quality hair colour solutions at a fraction of the traditional cost, Ditch The Box is challenging the norm and making professional hair care more accessible than ever.
1. LMB: What inspired the idea behind Ditch The Box?
DTB: Late night chat with husband, Kevin, trying to figure out, what is the next adventure?! How, with his decades of experience in the hair industry, my 15 years overseas experience in various service industries in the UK and Dubai, we were looking at build or creating something new together.
2. LMB: What was the moment you realised there was a gap in the market for a business like this?
DTB: Life has just become so expensive and we asked the question… what do most women do, who do not have the time or money for the traditional salon… BOX DYE… let’s admit it! EVERY woman uses or has cheated on their stylist with a box dye!
3. LMB: Where did the concept originate?
DTB: Actually, it was Kevin’s brilliant idea, sitting on the couch, one wintery, cold wet night in August last year. With his unwavering passion to provide women with healthy, beautiful hair. There was this ambition to create something unique that provides healthy, affordable hair colour to every woman, other than a BOX DYE!
4. LMB: What makes Ditch The Box different from traditional hair salons?
DTB: There are NO stylists at Ditch the box, we provide an affordable professional colour service application, a better alternative to a DIY box dye! We see ourselves as the inbetweeners, the gap filler, emergency touch-up between your stylists’ appointments. We are the essential support service to salons. It’s extremely difficult to work with the colour buildup and damage the box dye causes to hair.
5. LMB: How does your approach benefit customers both financially and practically?
DTB: The concept and business model has been designed based on the price of a box dye. Ensuring there is no change from your day to day spend and yet we provide you all the additional services and perks of a traditional salon including quality, professional products, colour application to head massage etc. It is a NO brainer! With an understanding, being a box dyer myself, I knew the essential requirements for this service to appeal to anyone who colours their hair! I hated applying colour myself, it was every 2nd week chore! I had no time, nor wanted to spend the money. Frankly, I was not all bothered about the colour which ultimately didn’t matter, as playing around with box colour, everyone ends up with box dye black!!
6. LMB: Why is affordable, professional hair colour important to you?
DTB: Affordable, professional hair colour should be accessible to everyone! We really underestimate the value of how our hair affects our appearance and how we see ourselves. No matter the makeup, new outfit, nails etc. when the hair is right… everything is right! To support healthier, beautiful hair, we need to move away from the box dyes which use higher than necessary volumes of peroxide and ammonia, causing dry and damaged hair.
7. LMB: What problem are you solving for your clients?
DTB: Honestly, TIME! Life is so frantically busy, through the Fresha booking app, we have tailored this express service to ensure your arrival time is as accurate as your departing time. You select one option from each of the 4 service categories personalising and costing your appointment to meet your needs. From Coffee, colour application, blow-dry or treatment, we understand the importance of ‘NOW’, and commit to same day appointments with the option to walk-in, or cancel 2 hrs prior to appointment, as we understand life is busy and often unpredictable!
8. LMB: What has been the response from customers since launching?
DTB: Amazing! Almost disbelief! Yes, the product is professional, we use an affordable professional hair colour from Italy, only available in salons. Our pricing seems absurd, but we are driven to make professional colour possible and affordable. It’s a no brainer…WHY would you ever buy a box colour, when for the same price, you can have a professional colour applied expertly for you. All in less time it would take for you to buy a box and apply it yourself!
9. LMB: Have there been any success stories or feedback that stand out?
DTB: I never anticipated the, ‘FEEL GOOD’ aspect of this new concept, and how it would be received and appreciated. From the wife, who, is no longer banished to the shed in the garden to apply her colour, to an unbelievable amount of husbands out there (although would never say out loud) who are thrilled about not having to apply their wives colour, to women who have never had the opportunity to set foot into a salon due to affordability and time! New moms that just needed 30min to regroup, to the busy moms who don’t have time for a 4 hour appointment but suddenly have an hour gap between sport activities, who can pop in and have a 45min ‘ME’ time and feel the world of difference in herself because THE GREY is gone! No, big success stories, just making a BIG difference, with a simple essential service!
10. LMB: Do you think the beauty industry is changing?
DTB: Is it?! I am not from the beauty industry, I come with experience and knowledge of service delivery across various industries and service platforms, understanding how important it is to keep evolving. As we move into a very IT, AI generation, we need to evolve with it but fortunately in the beauty industry AI can’t take over, merely control and improve platforms we used, like Fresha. So we need to embrace the technology but not lose touch of how important it is to engage, listen and understand what people need, and then find a balance between the two.
11. LMB: How do you see consumer expectations evolving when it comes to hair care and salon services?
DTB: During the last 5 -10 years with experience of my own hair and very knowledgeable husband, hair care or a lack there of is becoming more of a concern as we deal with major hair loss, breakage and no one is curious as to why this may be? With many contributing factors to consider, from what we consume, to prescribed medications or over processed bleached/highlighted hair, even shampoos and conditioners used. It is a process of elimination. Many people have unrealistic expectations with regards to hair colouring and how much abuse their hair can take and are resorting to hair extensions to mask the breakage being caused by bleaching too much.
At Ditch the box, as a 10 year ex-box dyer myself, along with 5 years in a well-established hair salon, I can share all I have learnt, and what I wish someone had shared with me. We aim to share all the knowledge and options available for better hair care. A quick fix box dye is so detrimental to your hair condition, especially long term. We are encouraging the industry, through transparency and concern for all clients, to avoid having to resort to hair extensions and wigs due to over processed, broken hair that never seems to grow longer.
12. LMB: What are some of the biggest misconceptions people have about affordable hair colour?
DTB: Hair colour is hair colour, same same! NOT the case! The cheaper the colour, the higher levels peroxide and ammonia. Have you ever asked your stylist what hair colour product is used? With the world of information at your fingertips, ask the questions and get to understand what is being applied to your hair, you will be surprised! Professional hair colour is expensive, but you have the choice of making the decision of what you spend on hair colour will determine if you have full body of hair or no hair!
13. LMB: How do you educate customers on the quality and value you provide?
DTB: Transparency! All our brands and products used are available to purchase for home care (excluding Colour). The products we use are vegan, sulphate free with a balance between chemicals and natural ingredients. We do not sell what we don’t use, we even give the option for clients to try retail shampoos/conditioners as all are available at the basin when rinsing colour. Our pricing structure is tiered, so you can spend less than a box dye, as 99% of the time you are only needing your regrowth touched up and many apply the full box dye in fear of wasting product. We charge according to what you have booked. If additional product is needed, based on your volume and length, you will only pay for what is used. It’s a WIN! WIN!
14. LMB: What has been your biggest challenge as a business owner?
DTB: Explaining that the “Ditch the box” is NOT a traditional salon but a new concept! Once our clients get over the hurdle of downloading this international booking app Fresha, they understand how easy it is to have beautiful and affordable hair colour. They love it!
We have designed this unique, simple and efficient business model to keep it as an affordable express colour service only for ALL woman on the go!
15. LMB: How have you overcome obstacles while building the Ditch The Box brand?
DTB: A new business concept and a tough crowd 😊, you learn very quickly that, what and how to communicate is so important. You need to ensure you find the right people/company to help with that communication through marketing. LMB marketing has been very patient with my vision and high demands. They have been a major contributor in the success of the business.
16. LMB: What advice would you give to aspiring entrepreneurs looking to introduce innovative concepts to South Africa?
DTB: Wise words of a friend, stick to your lane, stick to what you know and understand, then find the niche in the market. Hold on to your idea, be open to outsider input, but follow your gut.
17. LMB: What lessons have you learned along the way?
DTB: I spent a good 15 years overseas in various service industries from Hospitality, Facilities, Retail and Events management, not understanding the direction and purpose of my career but today it all makes sense. I have always been open to new possibilities, to learn, grow and understand the unknown. The common denominator through it all has been of service to people. I love what I do and am very blessed to be supported and to be able to bring this concept to life, making a positive impact in women’s lives.
18. LMB: What’s next for Ditch The Box?
DTB: We have listened and heard our clients asking for a one-stop beauty shop, for affordable beauty essentials. We have recently expanded on our services to more than just hair. All beauty services are now available through Ditch the box.
19. LMB: Are there any exciting plans, expansions, or new services on the horizon?
DTB: Yes, there will be more additions to our beauty services currently available at Ditch the box and for whatever else may lie ahead, is yet to be determined. Trust the process! Watch this space!
Businesses that challenge traditional thinking are often the ones that shape the future. Christy and Ditch The Box are proving that innovation, accessibility, and quality can go hand in hand, and we’re excited to see what comes next.
Find them at 88 Circular Drive, Springfield, Gqeberha, South Africa
Whatsapp: +27 71 269 1603
Email: ditchtheboxtoday@gmail.com
