KULIMA
/kuˈlimɑ/
Kulima is a research and evaluation partner for haircare brands developing new products or refining existing ones. We combine consumer research with structured product evaluation grounded in practitioner expertise. Our work gives brands evidence for the decisions that shape a product, from its reason to exist to whether it earns a place in someone’s routine.
Kulima is a research and evaluation partner for haircare brands developing new products or refining existing ones. We combine consumer research with structured product evaluation grounded in practitioner expertise. Our work gives brands evidence for the decisions that shape a product, from its reason to exist to whether it earns a place in someone’s routine.
TRUST, IN THEIR WORDS
Working with Elise inside the Kelp Colab program has been a clear example of the value she brings to product strategy, development, and consumer alignment. On the TBS project, she owned the creation of the formula briefs and built them thoughtfully, considering every perspective that would shape the final product. Elise has an artistic ability to translate between brand vision, technical formulation work, and real-world product performance, which makes her an incredibly valuable partner in the space between the lab, the founder, and the consumer.
ALLEN DONALDSON, Vice President, Beauty, Macro Oceans
TRUST, IN THEIR WORDS
I am always impressed by how Elise's mind works, her creativity, and how she exceeds expectations. She draws from her experience in the beauty industry as a hairstylist, her perspective as a consumer, and her educational background to understand what it takes to create products and build brands that people genuinely connect with. One of the things I value most is that her recommendations are always backed by research. She doesn't just have great ideas. She provides the supporting data and rationale behind them. I highly recommend Elise to any founder or team looking for clarity, a clear plan, and thoughtful guidance in putting that plan into action.
JEWELS JONES, Business Strategist and Coach
IN GOOD COMPANY
Kulima has supported founders, brands, and products recognized across beauty's most respected retail, editorial, and professional spaces.
Research that began behind the chair
Kulima’s founder, Elise Burnett Boyd, knows what to look for when a product doesn’t perform as expected. As a licensed cosmetologist, she has spent years applying, styling, and troubleshooting products on clients’ hair. Her training in psychology and sociology informs how we design studies and interpret what participants tell us. Her MBA in marketing keeps the findings tied to the business decisions in front of you. You’re working with someone who understands the product, the person using it, and the decision you need to make.
WHAT HAPPENS NOW?
Tell us what you’re developing and what you need to decide next.