Now a 12-year-old CEO, she started her company to provide dolls that resemble her at six years old. Her company has generated over $100,000 in revenue.

At six years old, Zoe Oli posed a question to her mother: "Why does my hair not straighten and resemble my classmates', and I dislike it?"

Zoe's mother, Evana, was taken aback when she heard that her daughter was getting questions and criticism from her peers at school due to her race. She was troubled by what her daughter said and immediately went into "mommy mode" to comfort her.

Zoe, 42, bought a Black doll for Evana to play with, but the doll had straight hair, prompting Evana to suggest creating dolls with curls, coils, and braids.

"Initially, my mom dismissed my business aspirations, dismissing me. However, after persistently asking her for months, she recognized my sincerity and began taking me seriously."

Evana, a marketing consultant in Atlanta with over 15 years of experience, withdrew $5,000 from her savings to design a prototype and secure an affordable manufacturer, she claims.

In 2019, when she was seven, Zoe became the CEO of Beautiful Curly Me, though she mostly handles the creative aspects of the business. Meanwhile, Evana is responsible for most of the company's administrative operations, from setting budgets to drawing up contracts. She lets Zoe listen in on legal and financial meetings so her daughter will be prepared to run the company on her own one day.

Zoe's company now offers books, puzzles, journals, and natural hair care products. In 2022, the company generated a low six-figures in revenue, according to CNBC Make It. Evana declined to disclose the 2023 revenue.

"Seeing the little girls' smiles when they see the dolls is the best part, she says. "It's been really, really amazing.""

A 'very hands-on' tween CEO

Zoe Oli juggles schoolwork, extracurricular activities, and social life, as she shares with CNBC Make It. The eighth-grader excels academically, participates in tennis, track, and theater, and frequently attends sleepovers and mall hangouts.

In addition to her CEO responsibilities, Evana's daughter handles a lot of the work on her own marketing consulting business. Evana steps in as a "mompreneur" whenever she's needed.

"Zoe is a very hands-on entrepreneur who talks to the manufacturing teams about product designs, except when she's in school."

The 12-year-old has added TEDx speaker, college lecturer, and start-up accelerator founder to her resume. Additionally, she has received several grants to help drive her business forward, including $10,000 from Verizon's Small Business Digital Ready program in 2023 and another $10,000 from Visa's She's Next Black Women-Owned Business Grant.

Zoe acknowledges that her busy schedule can be overwhelming, but her mom ensures that she doesn't overwork herself. "I've learned how to manage my time effectively," Zoe says. "My mom and my team have been instrumental in helping me prioritize my tasks. They'll let me know when I need to take a break."

'I definitely want to continue the business'

Zoe plans to continue growing Beautiful Curly Me beyond high school and impact the lives of a million girls in the next five years through new products, launching a nonprofit, offering marketing and product development courses, and continuing to grow their social impact.

This summer, Zoe became the youngest CEO to launch a toy brand at Target, introducing a line of plush dolls, according to a press release from Beautiful Curly Me.

Zoe says that her company reinvests all of its earnings and she is not in a hurry to bring on outside investors, but she is open to the idea if the right one comes along. She adds, "I, personally, am a little reluctant to give up equity because the business is my baby."

Evana prioritizes ensuring Zoe has a fulfilling childhood, she states.

"Evana says that there are many things demanding her attention at all times, but it's crucial to ensure that the child still enjoys being a 12-year-old girl."

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