Courtney Adeleye Makes History with Two Brands at Major Retailer

Courtney Adeleye is achieving historic milestones during Women’s History Month, solidifying her status as a groundbreaking entrepreneur. The former registered nurse has successfully built a name for herself in the haircare space, first with The Mane Choice and now with her latest venture, Watch & Sea Beauty.

From Home Mixing to Multi-Million Dollar Success

Adeleye founded The Mane Choice in 2013, identifying a market gap for natural haircare products focused on healthy hair growth. She began by mixing her own products at home, infusing them with vitamins and nutrients. Her journey continued online, where discussions about her haircare routine garnered interest from potential customers. Using $500 from her savings, she developed deep conditioning treatments. Within three years of operating from home, The Mane Choice generated $10 million in sales, and by 2019, the brand had achieved $100 million in sales. Adeleye later sold The Mane Choice to MAV Beauty Brands for $61.5 million.

Her second venture, Watch & Sea Beauty, offers both hair care and skin care products formulated with plant-based and ocean-derived ingredients like seaweed, algae, and kelp. The brand has seen significant retail expansion, launching in over 2,500 CVS stores across the U.S. and now expanding its presence to Walmart, where The Mane Choice is also available.

A Historic Retail Achievement

Adeleye is reportedly making history as the first Black individual to have two distinct brands shelved by a major retailer. She shared her excitement in a video captured at Walmart and posted on Instagram: “This month is Women’s History Month, and history has once again been made. And we can scroll over here to my first product that I created, which was The Mane Choice. I don’t own it no more, but I made it, and it’s still on the shelf along with Watch & Sea.”

She further emphasized the significance of this accomplishment, noting, “Not only has it not been done by an African-American woman, it’s never been done by [an] African-American person.” Watch & Sea Beauty’s availability also extends to Target and H-E-B, further broadening Adeleye’s retail footprint and impact.