CEO of NC company on revisiting CNBC’s ‘The Profit’

CHARLOTTE, N.C. — For Ashtae Products, a taste of the national limelight this week is countering the shadow that Covid-19 has cast on the small, North Carolina hair-care company.

The CNBC show “The Profit,” featuring celebrity businessman Marcus Lemonis, aired an episode last week featuring Ashtae. Taping of the episode had been planned in February, with plans to revisit the Greensboro-based company that was featured during the 2017 season. The episode was intended to catch viewers up with the company, including its naming of Taylore Woods, the 27-year-old daughter of owners Michael and Ramona Woods, as CEO in January of this year. But then Covid-19 hit, forcing them to cancel plans to film in Los Angeles and instead pivot to Skype interviews.

Taylore Woods said the company’s response to the travails of the coronavirus pandemic, especially on the salon industry, isn’t the focus of the episode, but it is something that Lemonis asked a few questions about. The company has been addressing those types of questions in a series with the Triad Business Journal.

“What I’ve seen so far is people, our customers and the people that follow us, are so excited,” she said of the CNBC episode, prior to it airing. “It’s like a light in the midst of all this darkness and light in the midst of all this uncertainty.”

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