As founder of The Mane Choice, Courtney Adeleye used her science-based knowledge as a former registered nurse to create better hair care products for women of color. In 2019, she sold the company to MAV Beauty Brands.
The beauty executiveis also the founder and CEO of Olbali Corporation, which produces products created by herself and her husband, medical doctor Adebowale Adeleye. Courtney Adeleye distributes antioxidant and vitamin-enriched health, wellness, personal care, food, beverages, and beauty products sold through her global network of women.
Courtney opened up about her career journey as a self-made entrepreneur.
How has The Mane Choice evolved?
We have evolved since 2013. In 2019, I went through an acquisition with The Mane Choice. I sold [The Mane Choice] to [MAV Beauty Brands], but I turned around and bought into [MAV Beauty Brands]. I am the largest shareholder of MAV Beauty Brands, which is the company that The Mane Choice is under. I’ve created another company that’s called Olbali, which is more of a direct-selling company, but we sell The Mane Choice products under that portfolio. Some people are like, “Well, how did that happen?” I’m like, “Exactly.” Like, that’s the question to ask. We wanted to continue to grow the brand globally, and we wanted to have The Mane Choice accessible from a global perspective. Also, at the same time, I wanted to be able to expand on the second part of what I’m passionate about, and that’s the people part. That’s the people who grew The Mane Choice because we didn’t have a fancy marketing budget to be able to do that. That was word of mouth.
What is the best way for a beauty brand to become successful?
With creating a beauty brand, a lot of people are now in this space of creating it because they’ve seen someone do it and it was successful, but it’s like, are you passionate about it? You can get up every morning, innovate, and create something that you are passionate about. Don’t look at what someone else did that was successful. If you want to get into this industry, come and learn it. You can’t get up here like, “OK, I’m selling this product, because I like this product.” Tell me about it. That’s what space acquisition is. When you see a mainstream product on the shelf, that means somebody’s product came out. How do you make that happen? I can’t make that happen by saying I’m selling products and I want to sell them, I have to know more than they do. Even if it’s a new industry, like direct selling is new for me. I have never been to an Avon or Mary Kay meeting, so it was new. At the same time, not having that experience was not going to deter me from getting into that industry. It’s the same thing with hair care. My background is in science; I was a nurse, so I’m going to use what I have to get to where I need to be.
