Jace Watkins, a Chicago native and driven entrepreneur, relocated to New Orleans to attend Xavier University of Louisiana on a scholarship. During her studies, she pursued a Bachelor's degree in Public Health. However, the challenges of accessing the right beauty and hair care products became apparent as she had to walk 20 minutes in the scorching Louisiana heat to reach the nearest beauty supply store. The university bookstore offered generic products unsuitable for textured hair, and nearby convenience stores marked up beauty products by $3 to $5. In 2022, while taking an entrepreneurship course, Jace won her first pitch competition, igniting her vision for Kouture Xpress. She began fundraising and connecting with vendors to provide innovative beauty vending machines on college campuses, offering much-needed access to quality products. 

As the CEO of Kouture Xpress, Jace is committed to delivering beauty and hair care solutions that cater specifically to women of color. By prioritizing partnerships with brands that truly value the diverse needs of Black women, she founded this company with the belief that Black women’s opinions and influence are integral to shaping the beauty and hair care industry. As Kouture Xpress continues to grow, Jace is dedicated to upholding the company's core values and ensuring that college women have consistent access to the products they need.