CINCINNATI—July 14, 2021 – When the pandemic prevented her from serving customers at her Walnut Hills salon, Annetta Waters decided to focus on a new revenue stream. 

She already had the vision for the Eleven/22 vegan product line, but she needed marketing and financial assistance to make it a success.

“SCORE has been a crucial part of my entrepreneurial growth dating back to 2014 with the opening of my salon, Annetta’s Beauty Bar,” Waters said. “My expertise is serving clients and working with the products, not numbers. My SCORE Mentor Gordon Daniels has the finance expertise to educate me on critical metrics like price margins for my product sales.” 

Waters wanted the product to be attractive to a diverse base of consumers, so Daniels connected her another SCORE volunteer, Marco Passuello. Passuelo assisted Waters with branding and packaging. 

Eleven/22 hand-crafted, plant-based hair and body care products launched in June. Tea Tree Aloe Vegan Shampoo and Rosemary Cocoa Vegan Conditioner are best sellers.

“I have completed three production batches and have sold out of several items,” Waters said. “Gordon continues to be an excellent financial mentor and overall, a big help to my business.”

Sein Cozad began fulfilling her American Dream in 2014 with the opening of Dream Salon and Spa in Hyde Park. Born and raised in Cambodia, Cozad’s biggest challenge was the language barrier while communicating with employees. Taking a friend’s recommendation to meet with SCORE counselors, that first meeting brought her to tears with gratitude.  

“The volunteers were so knowledgeable and successful in their own lives, and here they are helping me,” Cozad said. “They care. They listen. And they encouraged me to do more than I thought I could.”  

Cozad opened a second Dream location in May in Anderson. Her SCORE Mentor David Harrison and other counselors assisted her with a licensing agreement and connected her with Envisage Architecture—another SCORE business—to renovate the space. Dream employs a dozen people and offers hair, skin and nail services at both locations.

“I always dreamed about owning a business,” Cozad said. “I want to help people feel good and look good while contributing to society.” 

SCORE Greater Cincinnati, Northern Kentucky and Southeast Indiana Chapter is a nonprofit organization with approximately 100 experienced volunteers who offer free mentoring in all aspects of business development and operations. The chapter offers low-cost educational seminars and maintains an extensive library of business briefs and online webinars. SCORE is the oldest and largest free business mentoring organization in the US with over 12,000 volunteers nationwide who are motivated to give back to their local communities through their support of small business.


MEDIA CONTACT: Sara Cullin | (513) 383-5627 |