We’re thrilled to spotlight one of our most inspiring grant recipients: Latifah Koster, the visionary founder behind Femme & Flow Waterproof Headwear. Latifah has been awarded $250,000 as part of the American Heart Investment Grant (AHIG), and her journey from idea to innovation is nothing short of remarkable.

Recently, Susan P. Jennings, a member of the AHIG Advisory Committee, sat down with Latifah for a candid and empowering conversation. Below are highlights from their discussion. (Watch the full video on the AHIG member portal!)

⸻

Susan P. Jennings (AHIG Committee):

Let’s start at the beginning, Latifah. Tell us a little about your business and how it came to life.

Latifah Koster:

Femme & Flow is a line of stylish waterproof turbans and headwraps designed to protect your hair without compromising style. I created this because I hate getting my hair wet—rain, humidity, you name it. I needed a solution that didn’t exist, so I invented it.

⸻

What began as a personal frustration quickly turned into a market opportunity. Latifah’s headwear not only serves those battling weather and humidity—it’s become a go-to for individuals experiencing hair loss due to alopecia, chemotherapy, or sun damage prevention for color-treated hair. Femme & Flow has grown into more than a product—it’s a mission.

⸻

AHIG Committee:

Were there any particular tools or communities that helped you grow?

Latifah:

So many!

• Buy from a Black Woman introduced me to a community and brought incredible exposure.

• The Social Sales Girls taught me everything about digital ads and optimizing my website.

• Invent It, Sell It, Bank It! by Lori Greiner (yes, from Shark Tank!) was the blueprint for developing and patenting my product.

• And Press for Success™ helped me pitch my story to the press—those lessons turned into real media features.

Each of these platforms helped expand my vision and reach new audiences, especially women with specific medical needs I hadn’t originally considered.

⸻

AHIG Committee:

Let’s talk marketing—what’s been successful?

Latifah:

Definitely social media ads, once I learned how to run them correctly. Understanding targeting and retargeting changed everything. And press coverage has been huge—but press only works if you keep the momentum going. That’s where ads come in again to keep driving awareness.

⸻

As we wrapped up the interview, Latifah left us with this message of encouragement for other women entrepreneurs:

“The path isn’t always fast, but it’s worth it. Keep going—even small steps lead to big milestones. Lean on resources, learn as much as you can, and most importantly, don’t stop.”

⸻

Latifah is one of the recipients of AHIG’s flagship $250,000 grant, awarded monthly to female business owners across the U.S. and Canada. In 2024, AHIG expanded its reach—reviewing 500 applications per month to find bold founders like Latifah.

To apply for AHIG grants or explore past recipients, visit; https://ahiggrants.net/