{"id":57404,"date":"2020-10-13T13:42:00","date_gmt":"2020-10-13T13:42:00","guid":{"rendered":""},"modified":"2024-06-07T14:02:51","modified_gmt":"2024-06-07T18:02:51","slug":"ag-hair-how-their-covid-19-pivot-led-to-a-business-expansion","status":"publish","type":"rbc_my_money_matter","link":"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/right-sized-business-advice\/small-business\/ag-hair-how-their-covid-19-pivot-led-to-a-business-expansion\/","title":{"rendered":"AG Hair: How Their COVID-19 Pivot Led to a Business Expansion"},"content":{"rendered":"<div class=\"wp-block-rbc-single-article-header\">\n\t<section class=\"section-grey cover pad-t-hlf\">\n\t\t<div class=\"section-inner w-half w-mob-full centered-margin cover section-grey pad-tb-0\">\n\t\t\t\t\t\t\t<div class=\"inline-block pill-container pill-taxonomies\">\n\t\t\t\t\t<div class=\"mar-b-hlf mob-mar-b snipe pill is-style-blue-pill\">\n\t\t\t\t\t\t<a class=\"primary-taxonomy\" href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/topic\/entrepreneur\/\">\n\t\t\t\t\t\t\t<span>Entrepreneur<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<h1 class=\"mar-b-hlf mar-t-0 mob-pad-lr-hlf h2 has-black-color\">AG Hair: How Their COVID-19 Pivot Led to a Business Expansion<\/h1><p class=\"mar-b-0 mob-pad-lr-hlf author-text\">By Diane Amato<\/p>\t\t\t\t\t<div class=\"featured-image-wrapper pos-rel\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"930\" height=\"620\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2023\/09\/Thumbnail-default-250.jpg?quality=80\" class=\" cover-image  wp-post-image\" alt=\"\" srcset=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2023\/09\/Thumbnail-default-250.jpg 930w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2023\/09\/Thumbnail-default-250.jpg?resize=300,200 300w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2023\/09\/Thumbnail-default-250.jpg?resize=768,512 768w\" sizes=\"auto, (max-width: 930px) 100vw, 930px\" \/>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t<\/section>\n\t<div class=\"article mar-t-dbl\">\n\t\t\t\t<section>\n\t\t\t<div class=\"section-inner socials-section\">\n\t\t\t\t<div class=\"top-socials-bar mob-mar-b-hlf\">    <div class=\"social-links mob-mar-b-hlf mob-mar-t-hlf\">\n            <a class=\"social-button-wrapper sharing-custom sharing-email\" href=\"mailto:?subject=AG Hair: How Their COVID-19 Pivot Led to a Business Expansion &#038;body=Hi, I thought you might be interested in this article from RBC My Money Matters: https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/right-sized-business-advice\/small-business\/ag-hair-how-their-covid-19-pivot-led-to-a-business-expansion\/\">\n        <img decoding=\"async\" src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-email.svg\"\n          alt=\"envelope icon\">\n        <span>\n          Email        <\/span>\n      <\/a>\n      <div class=\"social-button-wrapper sharing-copy-wrapper\">\n        <button class=\"sharing-custom sharing-copy\" data-url=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/right-sized-business-advice\/small-business\/ag-hair-how-their-covid-19-pivot-led-to-a-business-expansion\/\">\n          <img decoding=\"async\"\n            src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/plugins\/rbc-blocks\/assets\/img\/icons\/icon-related.svg\"\n            alt=\"copy icon\">\n          <span id=\"sharing-copyUrl-Label\">\n            Copy URL          <\/span>\n        <\/button>\n        <input type=\"text\" class=\"sharing-copy-text\" aria-labelledby=\"sharing-copyUrl-Label\">\n      <\/div>\n    <\/div>\n  <\/div>\n\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section>\n\t\t\t<div class=\"section-inner w-half w-mob-full centered-margin pad-tb-0 mob-mar-t-hlf mob-mar-b\">\n\t\t\t\t<p class=\"cover-pub-line text-xs mar-b-hlf\">Published October 13, 2020 \u2022 6 Min Read<\/p>\t\t\t<\/div>\n\t\t<\/section>\n\t<\/div>\n<\/div>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner w-half w-mob-full\" style=\"border-radius:0x\">\n<p><i>Canadian businesses are intensely proud of their roots, and brands often use their country&#8217;s heritage as a point of differentiation. When these companies begin to sell internationally, their Canadian legacy sticks with them and remains a competitive advantage. Our #GoGlobal series showcases Canadian businesses that have successfully expanded into international markets, even during challenging times. Learn how these businesses have shown the world Canadian creativity, innovation and imagination at work.<\/i><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide wide\" \/>\n\n\n\n<p>After thirty years in business, AG Hair hasn&#8217;t lost its entrepreneurial spirit. Started in 1989 by husband and wife team John and Lotte Davis, the hair care company is run today by an executive team led by CEO Graham Fraser and Executive Vice President Michele Matthews. While sales came to a standstill in March 2020, it was their entrepreneurial spirit that drove success through the pandemic.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"AG Hair: How Their Pandemic Pivot Led to a Business Expansion\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/RYLFirpGDps?feature=oembed&#038;rel=0\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>AG Hair has a healthy distribution network, selling through salons, retail stores and their website. Their reach also extends through international channels in Taiwan, Australia, South and Central America. Earlier this year, before COVID-19, they were on the verge of launching in Europe.<\/p>\n\n\n\n<p>Then in mid-March, everything screeched to a halt. Fraser says of that time that they were \u201cstaring into the abyss&#8221; as they knew salons and retailers would be closing. Fortunately, they had also been looking ahead.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">AG Hair&#8217;s pivot to hand sanitizer<\/h2>\n\n\n\n<p>\u201cEarly in the year, we were watching what was happening in China and realized that we could very easily manufacture hand sanitizer,&#8221; says Fraser. \u201cWe could see there was a shift taking place so we started discussions at that point, knowing we had been producing gels for the last thirty years.&#8221;<\/p>\n\n\n\n<p>By the time the country starting shutting down in March, the demand for hand sanitizer was already high \u2013 so AG Hair shifted all manufacturing to produce this new essential product. Normally, it would take nine to fifteen months to produce something new. That process was accelerated to six weeks. Part of their efforts was the drive to get registrations and certifications quickly completed with Health Canada and the FDA. \u201cWe were very mindful we wanted to do this right from the beginning,&#8221; says Fraser.<\/p>\n\n\n\n<p>The AG team started actively networking \u2013 reaching out to local and federal politicians and health authorities at all levels. \u201cA call had gone out to Canadian companies to help,&#8221; Fraser says. They managed to provide hospital-grade samples within 48 hours, demonstrating the response time and partnership available to West Coast health facilities in their backyard. They developed a relationship with the Provincial Health Services Authority and began to distribute in Vancouver hospitals. Feedback from doctors and nurses was extremely positive. \u201cIt was really invigorating for our people to see that kind of response to the product,&#8221; Michele Matthews says. \u201cThere was a great feeling of pride.&#8221;<\/p>\n\n\n\n<p>The team then evolved to selling through retail channels, online, and anywhere else they uncovered a need. \u201cWe have some sales people who are true hunters,&#8221; says Fraser, explaining they got product to film sets, car dealerships and accounting offices. \u201cPeople really leaned into the entrepreneurial nature of our business. People were able to roll up their sleeves and go for it,&#8221; adds Matthews.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Trust, collaboration and other tips for dealing with rapid growth<\/h3>\n\n\n\n<p>What started as a pivot borne out of necessity became a rapid business expansion for AG Hair. They dove into new channels and created different types of relationships.<\/p>\n\n\n\n<p>When asked for tips other businesses could use to effectively manage through a period of rapid growth, they offer these insights:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">1. Tap into the experience you have in your organization<\/h4>\n\n\n\n<p><b><\/b>AG Hair leveraged as many people in their organization they could \u2013 everyone from supply chain to R&amp;D to their technical team. \u201cBy allowing people to be subject matter experts \u2013 to rise up and contribute in a meaningful way \u2013 they were able to be part of something bigger than all of us,&#8221; says Fraser.<\/p>\n\n\n\n<p>\u201cThere were so many things we had to be ready for, we required everyone&#8217;s efforts. We leveraged our people power to maximize opportunity,&#8221; adds Matthews.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Leverage all contacts<\/h4>\n\n\n\n<p><b><\/b>The AG Hair executive team had every employee leverage their contacts to make sure they were getting all the right information on ingredients, certifications, shelf partners, etc.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">3. Don&#8217;t be afraid to network<\/h4>\n\n\n\n<p><b><\/b>\u201cWe reached out to every politician we could think of,&#8221; says Fraser. They also reached out to financial partners to find out if they knew anyone who could help them in their pursuit of getting hand sanitizer out to essential workers. \u201cIt felt old school,&#8221; he says, but it worked.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">4. Trust and collaborate<\/h4>\n\n\n\n<p><b><\/b>The executive team at AG Hair had a great deal of trust within their group, which allowed them to have open and frank discussions. They didn&#8217;t take a lot of time to deliberate, and could make quick decisions with the degree of urgency required of their situation.<\/p>\n\n\n\n<p>They had also established a great deal of trust with their employees, as evidenced by the emphasis they put on their care and well-being. \u201cWe set up temperature checks at the door, social distancing in the facility, a responsible working schedule,&#8221; says Matthews. \u201cWE also placed a real focus on mental health. When people saw us do that right out of the gate, they appreciated it and knew we had their best interest at heart.&#8221;<\/p>\n\n\n\n<p>In return, they asked their people to be mindful of interactions outside of work, and to be open and honest with them. It was a matter of mutual trust.<\/p>\n\n\n\n<p>By building trusted relationships with their employees, their team, their partners and their network, they were also able to easily collaborate to get things done. \u201cCollaboration is key to our success,&#8221; says Fraser.<\/p>\n\n\n\n<p>By identifying a whole new opportunity, AG Hair was able to open a new revenue stream and shed pre-conceived ideas of who they were and where they needed to operate. \u201cThe sense of urgency required and decision making required opened our eyes to some things we should have been doing all along. We feel we are in a much stronger position now as a company prior to the beginning of March,&#8221; says Fraser.<\/p>\n\n\n\n<p>As for their expansion plans for Europe, they&#8217;re still in the works, as the company looks to distribute their new product line up \u2013 of hand sanitizers, lotions and hand soaps \u2013 to their global audience. After all, demand for these products is as high globally as it is in Canada.<\/p>\n\n\n\n<div class=\"wp-block-columns has-border-color has-rbc-bright-blue-tint-1-border-color has-white-color has-rbc-bright-blue-tint-1-background-color has-text-color has-background is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"border-width:1px\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-white-color has-text-color\">Thinking of global trade? Discover new global markets with <a href=\"https:\/\/www.rbcroyalbank.com\/business\/campaign\/paying-receiving\/international-trade\/rbc-global-connect.html?promo_name=ENT_RBC_DNL&amp;promo_id=266858&amp;promo_position=callout&amp;promo_creative=Spotlight%20on:%20AG%20Hair:%20How%20Their%20COVID-19%20Pivot%20Led%20to%20a%20Business%20Expansion\">RBC Global Connect<\/a>.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-rbc-rbc-default-collapsible\"><p><button class=\"collapse-toggle collapsed\" data-target=\"#collapse834a1009\" data-toggle=\"collapse\" aria-expanded=\"false\" aria-controls=\"collapse834a1009\" data-dig-id=\"LP-57738-834a1009\" data-dig-category=\"LP\" data-dig-action=\"accordion closed\" action-closed=\"accordion closed\" action-opened=\"accordion open\" data-dig-label=\"Things our lawyers want you to know\"><span>Things our lawyers want you to know<\/span><span>Things our lawyers want you to know<\/span><\/button><\/p><div class=\"collapse-content collapse\" id=\"collapse834a1009\">\n<div class=\"wp-block-rbc-collapsible-inner-block collapse-inner\">\n<p>This article is intended as general information only and is not to be relied upon as constituting legal, financial or other professional advice. A professional advisor should be consulted regarding your specific situation. Information presented is believed to be factual and up-to-date but we do not guarantee its accuracy and it should not be regarded as a complete analysis of the subjects discussed. All expressions of opinion reflect the judgment of the authors as of the date of publication and are subject to change. No endorsement of any third parties or their advice, opinions, information, products or services is expressly given or implied by Royal Bank of Canada or any of its affiliates.<\/p>\n<\/div>\n<\/div><\/div>\n\n\n\t\n\t<div class=\"wp-block-tk-spacer id-841517a6-4d66-4cb0-a832-0e501070199f\" aria-hidden=\"true\"><\/div>\n\t\n\n\n<p class=\"has-text-align-center h5 mar-b\"><strong>Share This Article<\/strong><\/p>\n\n\n\n\t\t<div class=\"socials-block\">\n\t\t\t    <div class=\"social-links mob-mar-b-hlf mob-mar-t-hlf\">\n            <a class=\"social-button-wrapper sharing-custom sharing-email\" href=\"mailto:?subject=AG Hair: How Their COVID-19 Pivot Led to a Business Expansion &#038;body=Hi, I thought you might be interested in this article from RBC My Money Matters: https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/right-sized-business-advice\/small-business\/ag-hair-how-their-covid-19-pivot-led-to-a-business-expansion\/\">\n        <img decoding=\"async\" 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class=\"wp-block-tk-spacer id-ff7863d6-edee-462f-8d62-428bc87d8458\" aria-hidden=\"true\"><\/div>\n\t\n\n\n\t\t\t<div class=\"wp-block-rbc-single-post-topics related-topics-links\">\n\t\t\t\t<p class=\"h5 mar-r-hlf\">Topics:<\/p>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/topic\/entrepreneur\/\" class=\"btn topic mar-t-0 mar-r-qtr mar-b-hlf\">Entrepreneur<\/a>\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/topic\/ideas-and-insights\/\" class=\"btn topic mar-t-0 mar-r-qtr mar-b-hlf\">Ideas and Insights<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel mob-pad-t-dbl\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner\" style=\"border-radius:0x\">\n<h2 class=\"wp-block-heading mar-b mob-mar-b-dbl mar-t-0\" id=\"h-read-this-next\">Read This Next<\/h2>\n\n\n\t\t\t<div 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founder of AKM Law.\" srcset=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png 1918w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=300,168 300w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=768,429 768w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=1024,572 1024w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Aminder-Image.png?resize=1536,858 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-details mob-mar-b-0 mob-mar-t-0 pad-r-0 col-md-12 col-xs-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"primary-taxonomy primary-link\" 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src=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?quality=80&amp;w=1024\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Headshot of Nicole Piggott, Founder and President of Synclusiv\" srcset=\"https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png 1906w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=300,169 300w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=768,432 768w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=1024,576 1024w, https:\/\/www.rbcroyalbank.com\/en-ca\/wp-content\/uploads\/sites\/12\/2026\/03\/Nicole-Piggott-Image.png?resize=1536,864 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-details mob-mar-b-0 mob-mar-t-0 pad-r-0 col-md-12 col-xs-6\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"primary-taxonomy primary-link\" href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/\">\n\t\t\t\t\t\tBusiness Success Stories\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.rbcroyalbank.com\/en-ca\/my-money-matters\/business\/get-inspired\/business-success-stories\/synclusiv-how-cultivating-an-inclusive-workplace-fuels-business-growth\/\" class=\"card-title h4 mar-t-0\">Synclusiv: How Cultivating an Inclusive Workplace Fuels Business Growth<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/article>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n<\/section>\n<style class=\"advgb-styles-renderer\">\n\t\t.wp-block-tk-spacer.id-841517a6-4d66-4cb0-a832-0e501070199f {\n\t\theight: 96px;\n\t}\n\n\t@media ( max-width: 480px ) {\n\t\t.wp-block-tk-spacer.id-841517a6-4d66-4cb0-a832-0e501070199f {\n\t\t\theight: 30px;\n\t\t}\n\t}\t\n\t\t.wp-block-tk-spacer.id-ff7863d6-edee-462f-8d62-428bc87d8458 {\n\t\theight: 60px;\n\t}\n\n\t@media ( max-width: 480px ) {\n\t\t.wp-block-tk-spacer.id-ff7863d6-edee-462f-8d62-428bc87d8458 {\n\t\t\theight: 30px;\n\t\t}\n\t}\t<\/style>","protected":false},"excerpt":{"rendered":"<p>AG Hair pivoted to produce hand sanitizer during the pandemic. They&#8217;ve since expanded their product line and growing faster than ever.<\/p>\n","protected":false},"author":10,"featured_media":51904,"parent":57337,"menu_order":0,"template":"","meta":{"_acf_changed":false,"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"tags":[157,76],"rbc_content_type":[31],"rbc_audience":[110],"rbc_lob_group":[35],"rbc_difficulty_level":[33],"rbc_mmm_category":[305,323,388,325,382,326,390],"class_list":["post-57404","rbc_my_money_matter","type-rbc_my_money_matter","status-publish","has-post-thumbnail","hentry","tag-entrepreneur","tag-ideas-and-insights","rbc_content_type-article","rbc_audience-business-owners","rbc_lob_group-business","rbc_difficulty_level-beginner","rbc_mmm_category-business","rbc_mmm_category-business-stages","rbc_mmm_category-business-success-stories","rbc_mmm_category-get-inspired","rbc_mmm_category-grow-your-business","rbc_mmm_category-right-sized-business-advice","rbc_mmm_category-small-business"],"acf":{"contently_publication_id":"266858","custom_author":"Diane Amato","rbc_video_header":"","rbc_media_duration":"","rbc_toc_for_mmm_tag":"h2","rbc_toc_for_mmm_limit":6,"rbc_toc_for_mmm":null,"rbc_toc_for_mmm_action":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<meta name=\"description\" content=\"AG Hair pivoted to produce hand sanitizer during the pandemic. 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