Courtney Adeleye, founder of The Mane Choice — the hair care brand acquired by MAV Beauty Brands in a cash payout of $29 million in 2019 (with $9 million in equity consideration and up to $52.5 million in cash earnout payments) — is on to her next venture.
The brand, Watch & Sea, is an evolution of Adeleye’s approach to beauty. A former registered nurse based in Florida, she used her science background to formulate The Mane Choice, which started with $500 before growing to earning $100 million in sales in six years and entering 60,000 retailers.
Now, with Watch & Sea, returning to beauty after five years, she brings new science and research to market with the line, which is rooted in ocean-derived ingredients, from sea kelp to seaweed extract; The Flourishing Collection aims to hydrate and strengthen all hair types and textures, with wellness and scalp care in mind.
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“If you understand the science behind hair, it goes hand in hand when it comes to skin,” said Adeleye, who has an inside-out approach, blending the “skinification” of hair care with wellness.
Gross sales projections for Watch & Sea are estimated at $4 million for the first 12 months, according to industry sources.
The Flourishing Collection features a Shimmer & Shine Flourishing Shampoo, pre- and post-shampoo Flourishing Conditioner and a Leave-In Flourishing Conditioner, $16.99 each; a $17.99 Slickback Glaze; $19.99 Flourishing Mask; $16.99 Scalp to Ends Flourishing Oil; $16.99 Rehydration Spray, and $16.99 Soufflé cream to define twist-outs and braid-outs. There are also two ingestibles: the Original Hair Flourishing Supplement, capsules at $32.99, created to support stronger hair with 21 essential vitamins, minerals and a proprietary herbal blend, and gummies at $32.99, made with biotin, marine collagen and bamboo-derived silica.
“I believe in giving your body what it needs to create the results you’re looking for,” Adeleye said.
Watch & Sea will be unveiled on Friday at watchandseabeauty.com and enters Target stores nationwide on Feb. 2.
“My strategy will always be to build a community first,” Adeleye said of distribution plans. “We don’t want to just throw products into retail. We want to be partners with retailers, bringing our community and our story to the table.”
