The brand makes hair vitamins, shampoos, conditioners, treatments and other products that cost between $9.99 and $21.99 and focus on transitioning hair from relaxed to natural with a good-for-you focus, according to Courtney Adeleye, founder of The Mane Choice. The product line includes Multi-Vitamin Scalp Nourishing Growth Oil, $11.99, and a Green Tea and Carrot Deep Strengthening and Restorative Mask Treatment, $17.99.
For Wal-Mart, The Mane Choice will launch an exclusive 10 stockkeeping unit texture-enhancing collection in March, Adeleye said. The lineup aims to “naturally beautify and accentuate” hair textures using ingredients that clarify and balance the hair, Adeleye said. Meant for waves, curls and coils, the line is meant to encourage people to “rock their natural texture,” she added.
She started the business in 2013 after a hair-dying incident left her locks brittle, she said. “I wanted to lay off the different chemicals,” she added, but she had a hard time finding a product that suited her needs, leading her to whip up her own concoctions in her kitchen and document the process on YouTube.
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“I didn’t have any followers or social experience,” Adeleye said. But she got both when her YouTube channel about how to create your own deep conditioner went viral, she said. She kept using the medium to document her own hair-growth journey, and when her followers requested products, The Mane Choice was born.
“My focus is to keep everything as natural as I can…[and] in incorporating science into everything that I do,” Adeleye said. “It’s about making everything that we create a healthy hair product.”
Going forward, Adeleye said she expects about three launches per year, and to continue branching beyond just hair care (The Mane Choice also makes styling tools, body care, baby care and hair-growth vitamins). The brand is also in Sally Beauty Supply, Rite Aid, Target, Walgreens and CVS stores — and is poised for rapid expansion.
This year, The Mane Choice expects to add 10,000 retail doors for a nearly 20,000-door footprint. Industry sources estimated the business, which is 100 percent owned by Adeleye and has never taken outside investment, posted about $12 million in sales for 2016, and could double that figure for 2017.
“After Wal-Mart, we’ll definitely be taking it to the international level,” Adeleye said. “The U.K., Canada — areas like that are the areas we’re focusing on for 2017.” The brand has e-commerce operations for Canada, as well as Africa. Adeleye is also considering the grocery channel, she said. “Any place that sells hair-care products is a place we’d have our eye on,” she said.