Key Takeaways

• Courtney Adeleye launched her new brand Watch & Sea after the success of her previous brand The Mane Choice, which generated over $100 million in sales.
• The Flourishing Collection from Watch & Sea features 10 haircare products and will be available in 200 Target stores starting February 2.
• Adeleye emphasizes community-focused marketing and innovative ingredients, aiming for expansive retail distribution while maintaining social media presence.

From Success to New Beginnings

Courtney Adeleye, an entrepreneurial powerhouse, made waves in the beauty industry with The Mane Choice, generating over $100 million in sales and gaining access to 60,000 retail doors in just six years. After selling her brand to MAV Beauty Brands in 2019 for $61.5 million, she took a brief hiatus before launching her newest venture, Watch & Sea, in January 2024.

Adeleye’s journey back into entrepreneurship was marked by the establishment of Olbali, a beauty and wellness platform that achieved $2.5 million in sales within two years. However, she decided to pivot from Olbali to focus on Watch & Sea after recognizing a need for innovative haircare solutions.

The Flourishing Collection from Watch & Sea includes 10 diverse products, ranging from hair capsules and gummies to styling glazes, all priced from $16.99 to $32.99. This collection will debut in 200 Target stores starting February 2, demonstrating Adeleye’s ability to leverage her previous relationships with retailers cultivated during her time with The Mane Choice. She notes the significance of being trusted by Target early in Watch & Sea’s development: “For a place like Target to trust us enough… that’s really a big deal in the beauty space.”

**A Passion for Beauty and Community**

Adeleye’s passion for beauty began in her hometown of Detroit, known as the “hair capital.” Influenced by her education in science, she delved into the research of hair-related topics, which inevitably led to her creation of a community on platforms like YouTube. Initially documenting her journey with her natural hair, she was inspired to begin mixing her own products due to a lack of suitable options in the market.

She officially started The Mane Choice in 2013, first introducing a deep conditioner that she had mixed herself. The brand’s unique appeal, particularly its supplements, ultimately propelled its success, with Adeleye recalling a pivotal Black Friday where she sold over $30,000 worth of products—despite only having 500 in inventory at the time.

**Lessons Learned and Future Aspirations**

Reflecting on her experience with The Mane Choice, Adeleye has vowed to approach her new venture differently. Key lessons include avoiding limiting a brand based on its category and the importance of collaboration for growth. Though Watch & Sea acknowledged the challenges heated by retail competition from platforms like Amazon and TikTok, Adeleye remains committed to building a strong community around her brand which she views as vital for success.

The overarching aim for Watch & Sea is not only to deepen its presence in stores but also to establish a robust online identity. Tracking trends from retailers to social media, Adeleye seeks to ensure that her brand resonates with consumers while remaining accessible. She aspires for Watch & Sea to replicate the popularity it has achieved online within physical retail spaces, ensuring a comprehensive brand experience for her customers.

As Watch & Sea prepares for its retail debut, the brand’s foundation rests on innovative formulations and an unwavering commitment to customer connection, with Adeleye’s vision of celebrating the consumer community at the forefront of her new journey.

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