In 1994, Paula Pennypacker lost her bid to become mayor of her native Toledo, Ohio. But it wasn’t long before the strawberry-blonde began to see red. But not in an angry sense. Looking back 30 years, the loss turned out to be a red-hot win for the ginger-haired demographic. A rejection in a career in politics was a redirection to address the politics of the ginger-haired community with a color cosmetics line just for redheads.

“When I lost the chance to change Toledo, I decided to change the lives of redheads,” she said.