At 27, Ama Amo-Agyei turned adversity into triumph, creating Plantmade, a plant-based wellness brand that has taken the beauty industry by storm.
What began in 2020 with just £100 and a homemade blend of oils has transformed into an eight-figure business, generating over £11 million in sales in just four years.
A Resilient Beginning
Ama’s journey began under challenging circumstances. After being fired from her recruitment job just before the pandemic lockdown, she faced immense stress, which led to hair loss.
Dissatisfied with traditional haircare products, she researched essential oils and remedies for hair growth. Collaborating with her brother, the pair invested £50 each into ingredients, initially to address their own hair concerns.
What started as a personal experiment quickly gained traction when Ama documented her hair recovery journey on Instagram. Followers noticed dramatic improvements and flooded her inbox with requests to buy the formula.
“I sold 100 bottles in 10 days, making £1,000,” Ama shared. “At first, there was no branding, no aesthetic—just bottles of oil.”
Building a Business from Scratch
Ama reinvested every penny into the business, prioritizing growth over immediate profit. By the end of 2020, Plantmade had already generated £300,000 in revenue. Her commitment to reinvention allowed her to rebrand, refine her products, and create a more sophisticated presence.
Using Instagram as her primary marketing tool, Ama built an engaged community. “Social media is powerful,” she said. “Even if your product is great, no one will buy it if they don’t know it exists. Document your journey, educate your audience, and communicate why your brand is different.”
Meteoric Growth
In its first year, Plantmade earned £1 million. By 2023, annual revenue soared to £5.3 million, with the business now on track to reach £11 million. The company has been featured in The Sunday Times as one of the UK’s fastest-growing companies, with an annual sales growth rate of 135.88% over three years.
Plantmade’s product line, handmade in small batches, includes vegan hair and skincare products that align with its commitment to sustainability and wellness. Despite fierce competition from celebrity-backed brands, Ama’s authenticity and customer-focused approach have been key to her success.
Recognition and Impact
Ama’s achievements have garnered widespread recognition. She was featured in the BBC’s “The Beauty Boss” campaign, named one of HSBC Bank’s 25 Black Entrepreneurs to Watch, and spotlighted by Lloyds Bank in a four-part series on her entrepreneurial journey.
Her story has inspired countless others, with major publications like Glamour, Business Insider, and Bustle profiling her rise.
Advice for Aspiring Entrepreneurs
Ama shared three core lessons for those looking to start their own business:
- Start with what you have. “You can reinvent and grow as time goes on. The key is to take that first step.”
- Leverage social media. “It’s a tool for building awareness and educating customers. Be consistent and intentional about communicating your mission.”
- Resilience is essential. “There will be tough days, but believing in your mission and staying committed will push you forward.”
A Legacy in the Making
Ama Amo-Agyei’s journey from unemployment and stress-induced hair loss to leading a thriving wellness empire is a testament to resilience, creativity, and hard work. As Plantmade continues to grow, her story serves as an inspiration to entrepreneurs everywhere, proving that even the smallest beginnings can lead to extraordinary success.
