RaSean McMiller, a senior at Grand Canyon University (GCU), has found success with his natural hair oil business, Aluee Hair Care. After transferring from Sauk Valley Community College in Illinois, McMiller chose GCU to advance his entrepreneurial ambitions. He credits the university’s entrepreneurship program and its IDEA Club for helping him grow his business.
“It’s been the best choice,” said McMiller about his decision to transfer to GCU.
McMiller’s product has sold more than 2,500 units over the past year. His involvement in campus Marketplace events organized by the IDEA Club gave him opportunities to connect directly with customers and learn from mentors such as club leaders Connor Vicary and Caleb McCandliss, as well as Canyon Ventures Director Robert Vera. Social media outreach on Instagram and TikTok has also played a role in expanding his brand’s reach.
“I met the right people,” McMiller said while surrounded by stacks of Aluee boxes at Canyon Ventures. “They helped me grow.”
With an initial investment of $8,000, McMiller reports that sales have surpassed $65,000 in the last year. He attributes much of this growth to personal engagement with customers at events and online platforms.
“The biggest thing is getting in front of customers,” he said. “I like to interact with them and tell them what I’m about and what Aluee is about.”
Although he was not selected as a finalist during an IDEA Club “Shark Tank”-style competition called Canyon Challenge, McMiller continues to develop new products for future contests.
“When something seems impossible or fails or goes wrong, he’s one to stand up and keep going,” Vicary said of McMiller. “Maybe not the prettiest path from coming to school and not knowing as much about entrepreneurship, but he has continued to take unbelievable strides forward. I think he’s going to do great things.
“ … We’ll have tours with billionaires who come through Canyon Ventures, and he’ll treat them the same as his friends. He’s very personable with them and very passionate about his projects. Those traits will take him a long way.”
Marketplace events at GCU provide access for students like McMiller to reach thousands of potential buyers each semester.
“About 8,000 students come through those Marketplaces,” he said. “I can talk to at least 3,000.”
McMiller started developing Aluee after experiencing hair loss from bleaching his own hair; testing among fellow students led him to create an oil using 13 natural ingredients.
“Once I came here (to GCU), I was doing street interviews (on social media) and getting a lot of momentum,” he said.
The product is now available in approximately 15 stores across Chicago and Northwest Indiana—including Urban Beautique locations—and may soon be offered in Arizona’s Valley region as well.
Aluee is named after McMiller’s grandmother Eula—a New York native whose interest in haircare inspired him—with her name reversed for branding purposes.
Access to resources at Canyon Ventures has allowed McMiller low overhead costs while benefiting from mentorship by experienced entrepreneurs on campus such as Vicary, McCandliss, and Vera.
Looking ahead to graduation with a bachelor’s degree in applied entrepreneurship, McMiller plans continued growth through targeted content strategies on social media platforms.
“Content is currency,” he said. “You’ve got to be intentional with your brand to sell.”
