Entrepreneur and beauty industry trailblazer Courtney Adeleye has never been one to follow trends—she sets them.
As the founder of The Mane Choice, a haircare brand she grew into a $100 million empire in just six years, and now Watch and Sea Beauty, Adeleye continues to redefine what it means to be a leader in the beauty space.
During a recent detailed interview with Her Agenda, Adeleye revealed that her journey from nursing to entrepreneurship is a testament to her unwavering dedication to science, customer-first business practices, and uplifting her community.
From Nursing to Beauty: A Science-Driven Approach
Adeleye’s transition from healthcare to haircare may seem unconventional, but for her, it was a natural progression. With a background in science and a deep understanding of holistic well-being, she saw an opportunity to bridge the gap between effective haircare and health-conscious formulations.
“There are not too many things you can go to school for, and on day one, you’re in charge,” Adeleye explained in the interview with Her Agenda. “That responsibility is why we hear so many nurses become entrepreneurs.”
For Adeleye, nursing and beauty are interconnected—both require precision, problem-solving, and a deep commitment to helping others.
She applied this same meticulous approach to The Mane Choice, ensuring every product was formulated with scientifically backed ingredients to promote healthy hair.
The Key to Building a $100 Million Brand
Scaling The Mane Choice into a multimillion-dollar brand in just six years was no small feat, but Adeleye credits her success to an unwavering focus on customer satisfaction.
“What that means to me is when it comes to customer service, ingredients, complaints, problems—if you put the customer first in every move you make, the customer will feel it,” she said. “Once the customer feels it, you start to build a community.”
That community helped The Mane Choice grow into a powerhouse brand that proved Black-owned beauty companies could compete at the highest levels—without sacrificing quality or authenticity.
Watch and Sea Beauty: Innovation Through Marine-Based Ingredients
With the launch of Watch and Sea Beauty, Adeleye is once again pushing boundaries—this time by incorporating marine-based ingredients known for their high bioavailability.
“Bioavailable minerals, like magnesium and calcium, are in a form that the body can absorb more efficiently,” Adeleye explained. “I wanted to see what they could do in haircare and put them to the test.”
With a focus on scientific research and efficacy, Watch and Sea Beauty isn’t just another brand—it’s a movement aimed at revolutionizing the way consumers think about ingredient transparency and results-driven formulations.
Addressing DEI Challenges in Retail
Adeleye’s newest venture has already secured a coveted space at Target, but the retailer’s recent rollback of DEI efforts has sparked industry-wide conversations.
“Anytime you have something in place to help an underserved community and take it away, that’s always a problem,” Adeleye acknowledged.
Rather than dwell on the challenges, she developed a proactive plan:
“For the month of February, anyone who makes a purchase of Watch and Sea Beauty at Target will have the opportunity for one-on-one mentorship with me.”
Her commitment to empowering other entrepreneurs underscores her belief that true business success is about paving the way for others.
The Future of Watch and Sea Beauty
What’s next for Adeleye’s newest brand? Expansion and accessibility.
“We have about 10 products in our haircare line now, but with my last brand, I left with over 100 SKUs,” she noted. “There’s a lot more to do.”
Unlike entrepreneurs who flood the market with products for the sake of sales, Adeleye listens to her customers, ensuring every launch meets a real demand.
Advice for Aspiring Entrepreneurs
Adeleye’s advice to entrepreneurs is clear: don’t let fear or doubt hold you back.
“If you are given a gift of an idea, it’s something special and unique to you,” she said. “You should implement it—even if it’s in your own way.”
She also believes in taking actionable steps:
“I put things in three buckets: what I can do today, what I can do in a month, and what’s probably going to take me a few years.”
A Legacy of Disruption
Adeleye’s mantra is simple yet powerful:
“If you didn’t come to disrupt, don’t even bother showing up.”
In an industry where innovation is key, she remains committed to challenging norms, uplifting her community, and setting new standards for excellence.
With Watch and Sea Beauty, Courtney Adeleye is proving once again that Black-owned beauty brands are here to stay—and to lead.
