After finishing a prosperous career in marketing, entrepreneur Tomima Edmark released the Topsy Tail accessory for hair. The product made her very famous among small business owners in the United States and revolutionized women’s hairstyles in the 1990s. Since then, Edmark has created other consumer goods and written several successful books. Learn more at i-houston.
Inspired by French hairstyles
Tomima Edmark was born in 1957 in Seattle, Washington. She studied fashion design at Stephens College in Columbia, Missouri and business administration at the University of Texas at Austin. In 1984, Tomima was employed as a marketing manager in Dallas but resigned in 1992. Disappointed by a series of injustices in the male-dominated business world, Tomima decided to start her own business.
Once, in a movie theater, Edmark spotted a woman with a splendid French hairstyle. Then an idea came into her head to create an accessory that women could use to make complicated hairstyles without effort. Edmark began trying simple things such as painter’s tape and knitting needles. Soon, she made a loop that could be easily flipped with hair inside out, creating a fresh and attractive look.
Business thanks to… kisses
Tomima created several prototypes of the Topsy Tail accessory, a small plastic tool that flips hair. However, Edmark needed $5,000 for a casting form that would allow her to produce the accessories en masse. Then she decided to become a self-proclaimed expert in… kissing. She wrote a book called “Everything You Ever Wanted to Know About One of Life’s Sweetest Pleasures” and sold it to Simon & Schuster. In addition, the inventive Texan made a kissing machine, which stereo speakers caused a light push.
In 1991, Edmark patented her product. The accessories hit the market. Tomima founded Topsy Tail Corp. to promote and sell her product. The innovator primarily advertised her creation in hairstyle and women’s fashion magazines, such as Glamour.
A few months after the first launch, Tomima was already selling Topsy Tail to women from different parts of the States. The accessory was in high demand, especially among young girls. By 1992, Tomima had sold millions of products. She earned over 100 million dollars in return from selling 8 million accessories.
Other achievements
In 1994, Edmark introduced Bowrette – a clip that transforms scarves and ribbons into accessories for hair. In addition, she created the Halo Hat. It is a detachable hat that protects against rain and sun.
In 2000, the entrepreneur launched the HerRoom online shop offering women’s lingerie. Tomima applied her knowledge of cutting and styling in the e-commerce field. This concept emerged after she heard that some women refuse to try on underwear in shops. So, she decided to make the shopping process easier for them without the need to leave their homes.
In addition, department stores and specialized boutiques did not have a wide range of brands and styles in all sizes and colors, making it difficult for many buyers to find a suitable option. HerRoom offers not only underwear but also swimsuits, sleepwear, stockings, socks and much more. In 2002, Edmark also launched the HisRoom website for men.
Moreover, the innovator authored a lot of successful books encompassing diverse subjects, including romance, gender studies and even cigars. She appeared in the media many times and won various awards. Edmark was inducted into the Texas Business Hall of Fame.