Torsha Johnson: Tips for Success // From Concept to Consumer
Torsha Johnson: Founder of Shower Chique
From Concept to Consumer: Tips for Success Torsha Johnson, Founder of Shower Chique
At AJG Fashion Consulting, we believe that every founder’s journey holds powerful lessons. Our recent Founder Feature with Torsha Johnson, the visionary behind Shower Chique, was filled with inspiration and tangible takeaways for any entrepreneur launching a fashion or beauty product.
Torsha’s patented, multi-functional shower cap is more than just a beauty accessory it’s a symbol of empowerment, born out of necessity and brought to life through thoughtful product development, strategic planning, and a commitment to community. Below, we’ve distilled key insights from her story into actionable advice for emerging founders navigating the early stages of product launch and brand development.
1. Start With the Problem You Want to Solve
Torsha didn’t set out to build a beauty brand she set out to solve a real problem. As a busy mom, author, and speaker, she needed a way to preserve her lash extensions and styled hair while traveling. When she couldn’t find a solution on the market, she created one. This kind of problem-first product development often leads to ideas with true staying power.
Tip: Before you design your product, get clear on the gap you’re filling. Understand the problem better than anyone else and then design the solution only you can bring to life.
2. The “Why” Drives Product and Messaging
Shower Chique isn’t just about hair and lashes it’s about self-worth, self-care, and reclaiming confidence. Each cap color is infused with a message, from fierce energy to calming grace. For Torsha, the product is the vehicle; the purpose is the mission.
Tip: Define your brand’s “why” early. Customers today don’t just buy products they connect with stories. When your product aligns with a clear mission, your marketing will feel authentic and powerful.
3. Don’t Settle on Manufacturing Partnerships
Torsha’s journey included false starts with multiple manufacturers before finding AJG. She knew she needed a partner who could bring her vision to life without compromise on quality or timeline. Once she found a team who understood her goals and could execute the technical details everything clicked.
Tip: Vet your manufacturers carefully. Look for transparency, a clear process, and a team that communicates well. Your production partner should feel like an extension of your brand, not just a vendor.
4. Create a Launch Strategy That Matches Your Brand Values
Instead of just going live online, Torsha planned a full empowerment event for her product launch. The result? An unforgettable brand experience that built trust, community, and buzz.
Tip: Not all launches need to be digital. Think about where your customers are and how you want them to feel. Events, partnerships, and experiential marketing can help turn a launch into a moment.
5. Expect the Unexpected and Keep Going
From patenting her design to sourcing materials and navigating fulfillment, Torsha faced hurdles at every stage. But she kept her focus and leaned on her team. Her advice? Plan, prepare, and surround yourself with people who believe in your mission.
Tip: Product development is a marathon. Success comes from consistency, not perfection. Setbacks are part of the process your mindset and team will carry you forward.
6. Grow at Your Own Pace
Torsha has big plans for future products and licensing, but she’s taking a thoughtful approach. For now, her goal is to introduce Shower Chique to more women through e-commerce, TikTok Shop, and targeted retail placements.
Tip: You don’t have to scale overnight. Sustainable growth often comes from focusing on one great product, building a loyal customer base, and then expanding when the time is right.
Ready to trust your gut and take your next step?
Let us help you turn your vision into a market-ready product. Book a consultation with AJG Fashion Consulting and learn how our apparel development services can support your fashion journey.
Explore more stories like Torsha’s on our Fashion Founder Collective and follow us on Instagram @ajg_fashionconsulting for weekly insights, case studies, and founder spotlights.
Watch the Full Interview
Fashion Founder Collective is more than just another resource. It’s a space where you can connect with industry experts, gain valuable insights, and meet other business owners who truly get what you’re going through. To access these live events, along with all of the other amazing benefits of AJG’s online community, join Fashion Founder Collective today! Watch Torcha’s full video here!
Let’s Build Your Brand Together
To learn more about AJG Fashion Consulting and how we have helped brands launch and grow, visit www.ajgfashionconsulting.com. Looking for more details on how we can help? Book some time with us for a free 30-minute consultation.