SBA Entrepreneur of the Year Excel in Billion Dollar Industry

April 11, 2017
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1Beauty is said to be in the eye of the beholder, however a Mississippi woman has taken beauty to extraordinary new lengths and beyond.


Latrice Rogers, a native of Canton, Mississippi has been named Young Entrepreneur of the Year for 2017 by the U.S. Small Business Administration (SBA), Mississippi District.  She is the owner and CEO of Goddess Lengths Virgin Hair.  Goddess Lengths is a multifaceted beauty business that offers the best in premium virgin human hair extensions.


Rogers began building her million dollar business just ​three​ years ago from the trunk of her green Toyota Camry. After many tireless months of sampling, testing, trial and error, Latrice’s drive and perseverance lead her to develop one of the hair industry’s most sought after hair brands–Goddess Lengths. Since, Goddess Lengths has offered thousands of customers the finest in virgin human hair tresses.  


In addition to luscious locs, Goddess Lengths also boasts a diverse group of makeup artists and top-rated hairstylists.  The Goddess Lengths storefront sits nestled in the heart of Jackson, Mississippi where customers are welcomed to purchase their desired tresses and have them professionally installed.  This booming business holds honor to many “firsts” as well: one being the state’s first beauty retailer to offer students access to the purchase of hair by way of their university cards.  Goddess Lengths is also home to the region’s first beauty vending machine located in the city’s premier shopping center, North Park Mall.


Goddess Lengths has also gained national recognition from celebrities. Model/actress Amiyah Scott of Fox’s hit TV drama “Star” is also a fan of the fabulous hair brand. “​I love​ this hair!”, says Scott who plays the role of Cotton alongside Queen Latifah in the hit TV series.


Not many young entrepreneurs can say that they have created a million dollar business under the umbrella of a billion dollar industry by the age of 29–but Latrice Rogers certainly can.


“I am honored that  SBA chose me for this prestigious award. This was reassurance that I’m on a path to greatness, ” says Rogers.  She is greatly humbled and proud to have achieved such wonderful success, and is excited to soon​ reveal Goddess Lengths’ many national endeavors underway.


Goddess Lengths is located at 125 W Northside Dr. Suite G.  The Goddess Lengths

vending machine can be seen in North Park Mall or online at

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