Detroit entrepreneur turns personal struggle into a natural beauty brand with $50,000 Motor City Match grant

• Latisha Higgins formulated her signature beard oil and hair perfume from lived experience, battling eczema and working long hours in corrections

• SHE HER HIS BEAUTY carries all-natural, oil-based beard oil, hair perfume and hair extensions, all formulated for sensitive skin and textured hair

• Motor City Match awarded Higgins $50,000 to fully remodel her space at 19458 Livernois

• SHE HER HIS BEAUTY opens directly next door to Youthnique, a fellow Motor City Match recipient, representing a growing cluster of Motor City Match winners along the Historic Avenue of Fashion.

APRIL 10, 2026 (DETROIT) – The Detroit Economic Growth Corporation (DEGC) and City of Detroit today celebrated the opening of SHE HER HIS BEAUTY, a beauty business founded by Detroit entrepreneur Latisha Higgins and backed by a $50,000 Motor City Match cash grant. The 203rd Motor City Match ribbon cutting marks another milestone for a program that continues to turn neighborhood entrepreneurs into thriving business owners.

SHE HER HIS BEAUTY carries a curated line of all-natural, oil-based products Higgins developed herself, including a signature beard oil and a hair perfume, both formulated to nourish hair and skin without harsh chemicals that can aggravate sensitive skin. The shop at 19458 Livernois also carries hair extensions. Every product was intentionally developed to meet the needs of textured hair and sensitive skin.

Higgins built her product line out of personal necessity. Years working long hours in corrections left her searching for a hair fragrance she could wear on the job. A diagnosis of eczema deepened her commitment. She began researching and mixing her own oil-based blends from scratch, determined to find gentle, effective formulas that worked without causing irritation. Those formulations became the foundation of SHE HER HIS BEAUTY.

“When you feel good, when you look good, that builds confidence. SHE HER HIS BEAUTY is about helping people rebuild themselves, not just on the outside, but mentally too,” Higgins said.

Sheffield, who proposed a $2.5 million investment in Motor City Match as part of the City’s annual budget process, praised the opening as a model of the entrepreneurship the city is working to cultivate.

“When Detroit entrepreneurs turn their personal experiences into businesses that uplift others, that’s the kind of impact we want to support,” Sheffield said prior to the event. “SHE HER HIS BEAUTY is rooted in resilience and care for the community, and we are proud to celebrate Latisha’s vision coming to life.”

Higgins used her Motor City Match award to completely remodel the Livernois space, creating a retail environment as intentional as the products on the shelves. ProsperUS provided additional support for the business.

SHE HER HIS BEAUTY opens directly next door to Youthnique, a fellow Motor City Match recipient at 19456 Livernois. Youthnique, founded by Detroit native Torri Hicks, is a consulting firm that supports entrepreneurs with business development, grant writing and mental wellness resources. The two businesses represent a growing cluster of Motor City Match winners along the Historic Avenue of Fashion.

“Motor City Match gave me that push,” Higgins said. “When I won, I knew this is what I’m supposed to be doing. It showed me I could do this and that I should be giving back and helping others rebuild their confidence.”

Higgins has plans beyond retail. She aims to develop mentorship and apprenticeship programs that create pathways for Detroit youth into entrepreneurship and the beauty industry.

“Latisha’s story is one of the reasons why Motor City Match exists,” said Sean Gray, DEGC senior vice president of Small Business Services. “She identified a need, built something meaningful from her own experience and is now creating a space that supports confidence and self-care in her community.”

Through 30 rounds of Motor City Match:

• Total cash grants: $21 million (Total leveraged investment: $111 million)

• 84% of awardees are minority-owned

• 72% are women-owned

• 70% are owned by Detroit residents

About Motor City Match

Motor City Match is a unique partnership between the City of Detroit, the Detroit Economic Growth Corporation (DEGC), the Economic Development Corporation of the City of Detroit (EDC) and the U.S. Department of Housing and Urban Development (HUD). Competitive financial assistance is supported by a broad partnership of Southeast Michigan community development financial institutions and corporations including, Bank of America, Fifth Third Bank, Ford Foundation, Hudson Webber Foundation, JPMorgan Chase & Co., Knight Foundation, The Kresge Foundation, New Economy Initiative and the W.K. Kellogg Foundation. Motor City Match applications are available quarterly. More information is available at www.MotorCityMatch.com