Mimi Ikonn is a YouTuber, author, and entrepreneur, who co-founded Luxy Hair, a hair extension company, along with her husband Alex and her sister Leyla. Since its inception in 2010, Luxy Hair has become a multi-million-dollar brand. A native of Azerbaijan, Ikonn moved to Canada along with her family when she was about 16 years old. After graduating from high school, Ikonn enrolled for the International Business Program at Seneca College but dropped out in her second year. She later gained a certificate to be an image consultant. She then met her future husband who worked at a bank in Canada at the time. It was during their wedding in 2010 that they came upon the idea of setting up a company that would make high-end but affordable hair extensions. In the ensuing years, the brand has emerged as one of the industry leaders. Ikonn, Alex, and Leyla make use of social media to market their products. Each of them has their own social media accounts and they have also set up accounts for the company, including two on YouTube, Luxy Hair and EverythingLuxy.
In 2010, as she was getting ready for her wedding day, Mimi Ikonn was searching for hair extensions that she could wear during the ceremony. She wanted something that was affordable as well as looked good and could last for a while. After doing her research, she bought a set of human hair extensions for about $200 from a hair kiosk at a local mall. However, when she tried it on after returning home, she was disappointed. The extensions were thin and weighed only about 80 grams. They did not match well with her real hair, making them appear unnatural and unhealthy.
Undaunted, Mimi, along with Leyla, did more research on the matter and found out that most high-quality products cost a fortune whereas the affordable ones were poorly made. They realised that a void for affordable but well-made hair extensions exists in the market and subsequently decided to set up Luxy Hair. Alex, who had prior experience in the financial sector, also joined the new business as a partner.
They set up a separate YouTube channel, Instagram handle, and Facebook account for the business and with quality and regular content attracted traffic to those accounts. As of 2018, they have accumulated more than three million subscribers on the Luxy Hair YouTube channel and about 470 thousand followers on Instagram. On the company’s other YouTube channel, EverythingLuxy, they have garnered 300 thousand subscribers to date.
Considered a style icon, Mimi has amassed a significant following on her own social media accounts. She has over 800 thousand subscribers and more than 70 million views on her YouTube channel. Furthermore, she has 1.3 million and about nearly 80 thousand followers on Instagram and Facebook respectively.
In April 2016, she published her first book, ‘The Bingo Theory: A revolutionary guide to love, life, and relationships’, through Dreamers & Creators Ltd.
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Mimi Ikonn was born Mimi Naghizada on July 25, 1986, in Baku, Azerbaijan. Leyla (born June 6, 1984), is two years older than her. When Mimi was about 16 years old, her family moved to Canada and eventually settled in Toronto.
She first met Alex when he was working at a bank. He is an immigrant as well, having been born in Russia and coming to Canada later. They married in 2010. Their daughter, Alexa, was born in 2016. The family presently resides in London, England.