She Turned Her Dorm Room Side Hustle Into a $10 Million Business — And Scored a $200,000 Shark Tank Deal Along the Way When Philomina "Philo" Kane started making satin-lined hoodies in her dorm room, she had no idea it would one day become a multi-million-dollar brand.
By Nicaila Matthews Okome Edited by Mark Klekas
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Today, as the founder of KIN Apparel, Philomina Kane has taken her passion for natural hair care and turned it into a company that's generated over $10 million in revenue. In her recent chat on the Side Hustle Pro podcast, Kane shared the ups and downs of her journey and some key lessons for aspiring entrepreneurs.
Here's how Kane went from making hoodies in a dorm room to pitching on Shark Tank and beyond. And her advice to those just starting out.
1. Build a brand people believe in
For Kane, the journey started with a very personal problem: protecting her natural hair. She noticed that her hair would get dry and damaged from wearing cotton-lined hoodies and hats. So, she began selling satin-lined baseball caps and hoodies to her friends, classmates and later YouTube followers, where she documented her natural hair journey and connected with her audience.
Her YouTube community became the brand's earliest supporters. "Your audience has to feel connected to you and your purpose," Kane says. KIN Apparel grew because she was genuinely engaged with her audience and made them feel like they were part of the mission.
2. Utilize strategic partnerships
Kane got a big break in 2018 when a company reached out, wanting to collaborate on a product. Although they initially wanted to make a hair care item, she suggested satin-lined hoodies instead. They funded the initial inventory, allowing her to focus on marketing to her followers. This partnership was a game-changer because it gave her the resources to bring KIN Apparel to life without draining her own finances.
Kane says partnerships are a valuable way to get started when you don't have a lot of cash to invest. "Sometimes a partner can bring you exactly what you need to scale your side hustle," she says.
3. Put yourself out there
In 2021, KIN Apparel got an even bigger boost when Shark Tank producers reached out. Kane took the chance, pitched her business on the show, and landed a deal with Emma Grede, co-founder of Good American. The exposure brought her brand to millions of viewers and led to a huge spike in demand.
For anyone looking to grow their business, Kane says putting yourself out there is essential. "Opportunities will come if you're willing to show people what you're building," she shares. "They'll feel your passion and want to support you."
4. Embrace realistic marketing
While many brands opt for highly curated social media, Kane found success by showing the real, unpolished side of her business. She posted everything from packing orders to behind-the-scenes looks at production. This "realistic marketing" approach built a strong bond with her audience and helped them feel like they were part of her journey.
Kane emphasizes that authenticity is key. "People don't just want polished ads; they want to see the journey and the work behind the product." By showing what goes on behind the scenes, she built trust and a sense of community among her followers.
5. Apply for grants and financial support
One of the smartest things Kane did early on was apply for grants, especially those aimed at Black-owned and women-owned businesses. In 2020, she won $50,000 through Jamie Schmidt's Entrepreneurial Dream Project and another $20,000 from Shea Moisture. This funding helped KIN Apparel invest in more inventory and marketing.
"I applied for everything I could find," she says. "That funding was critical because it gave me room to grow without constantly worrying about cash flow." Kane recommends that entrepreneurs actively search for grants and resources that match their backgrounds and goals.
Final Thoughts
Kane's journey from a dorm room side hustle to a $10 million brand is proof that with passion and community, anything is possible. Through her focus on purpose, partnerships and authentic marketing, Kane has built a brand that not only serves her customers, but also inspires other side hustlers to go after their dreams.
To hear more of Kane's inspiring story, check out her interview on the Side Hustle Pro podcast.
About Nicaila Matthews Okome
Nicaila Matthews Okome is the host of Side Hustle Pro, a top-rated entrepreneurship podcast with over 10 million downloads. She empowers aspiring entrepreneurs to turn their side hustles into successful businesses through her podcast, programs, and social media. Connect with her on Instagram at @sidehustlepro or visit SideHustlePro.co.
