Actor Mike Colter, known for portraying Luke Cage in Marvel shows like “Luke Cage” and “Jessica Jones,” has launched a haircare venture inspired by his children.

While traveling in Europe with his wife, Iva, they were scouring the area for products for their daughters who have mixed-textured hair. After running into the issue time and again with no luck, one of their daughters suggested they create their own products. For Colter, the idea didn’t feel far-fetched, especially considering the expertise of his wife, whom he describes as having “business acumen” in a conversation with Forbes’ senior writer Jabari Young. Iva previously served as Netflix’s vice president of talent acquisition and is now chief people officer for the Wonder Project, according to information on her LinkedIn.

“She thought, ‘Let’s try it. Let’s see first can we engineer and find the right products that we can actually stand behind that are sustainable, that are paraben-free, that are vegan, that don’t have any hormone disruptors in it,” Colter told Forbes. “‘Something that we would want our own children to use.'”

Niles + Chaz

On June 17, Niles + Chaz launched as brand with clean, plant-based, and toxic-free hair care to instill self-love in children and promote diversity in the beauty industry. There is also a focus on recyclability and sustainability. The brand carries the following products: Tangles Shmangles (curl detangler and enhancer); What the Frizz! (styling gel cream); Curl Raiser (revival spray); and Scalp Enchanter (pre-shampoo treatment); a press release mentions. It expanded its offerings to include a shampoo, Oh My Wash, and a conditioner, Slip Happens.

Generational Wealth

Niles + Chaz has been a labor of love from the start, according to Forbes. It required a $50,000 initial investment, and Colter’s children also serve as co-founders. He envisions his daughters eventually taking over the business and hopes it will grow into physical stores.

“They want to be really involved as entrepreneurs, and we’re trying to make something that we can sort of get them involved in because we don’t know what the future is holding,” he expressed, according to the outlet. “You talk about diversifying your portfolio. Well, this is a company that we started with them. We hope that it’ll be successful, that they will eventually take it over.

“We want to open physical stores as well because I think, you know, online is fine, but I do I do miss that because I come from a place where in the South my grandfather had a store,” he added. “You want to see your customers, that loyalty and that thing. It’s nice to have online, you know D2C. We have that, but I also want to open a physical store for them so I’m really excited about that.”