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Entrepreneur Courtney Adeleye is opening up about the tough decisions Black business owners face when deciding whether to sell the companies they’ve built. During an exclusive interview for “Visionaries Only,” the entrepreneur behind The Mane Choice and Watch & Sea Beauty discussed the complicated conversation surrounding Black ownership, building valuable companies, and knowing when an acquisition makes business sense.
“We’ll say, ‘Oh, well, look at this Black-owned hair company. They’ve been Black for all this time.’ Well, look at their valuation, though. They’re not even worth anything. They can’t pass it down. It’s not worth anything. You’re hit with some real decisions… I’m a businesswoman core and core, through and through.”
— Courtney Adeleye
The Journey: From Nurse to Million-Dollar Entrepreneur
Courtney Adeleye’s entrepreneurial journey is a blueprint for building generational wealth . A former registered nurse, she started mixing hair products in her kitchen with just $500 . The Mane Choice, her first brand, grew into a multimillion-dollar entity, passing $100 million in sales by 2019 .
Her success was built on a simple but powerful insight: there were not many brands that used natural ingredients and specialized in healthy hair growth at the same time . She infused her products with vitamins and nutrients like biotin and vitamins B2, B3, and B6, creating a line that resonated with consumers seeking both natural ingredients and results .
The Decision to Sell: A Businesswoman’s Calculation
Like many successful founders, Adeleye decided to pursue an acquisition to secure new ownership and grow the business. In 2019, she sold The Mane Choice to MAV Beauty Brands for $61.5 million .
But the decision wasn’t simple. Adeleye explained that reaching certain levels of revenue can sometimes require an acquisition:
“When you look at real business, it’s not a one-time thing. If you can do it once, nine out of 10 can do it again. Do you need to sell the second time? Probably not so much. You probably needed to do it the first time, not so much the second time.”
Still, Adeleye said she understands why the issue can be particularly sensitive in the Black community:
“This is kind of newer to us, getting to these kinds of levels. So I get it. Like, we’re passionate about it. I would be telling a lie if I say… I don’t understand why people [are upset]. I definitely get it, but also get that no one can understand what I’m going through if they’re not walking in my shoes either.”
The Comeback: Watch & Sea Beauty
Adeleye’s entrepreneurial spirit did not waver after the sale . Using the knowledge gained from her first venture, she created Watch & Sea Beauty — a brand that ties skincare and haircare together using plant- and ocean-based ingredients .
The brand launched in Target in 2025 and has rapidly expanded into more than 3,500 retail locations nationwide, including CVS, Walmart, H-E-B, and Meijer .
She has now made history with both her former and current brands stocked at Walmart — a feat she noted had “not only has it not been done by an African-American woman, but it’s also never been done by [an] African-American person ever” .
The Bigger Picture: Black Entrepreneurship and Generational Wealth
Adeleye’s story is part of a larger conversation about Black entrepreneurship and the “silver tsunami” — the wave of baby boomer retirements that will transfer approximately $14 trillion in business assets over the next decade . For Black entrepreneurs, this transition presents a rare opportunity to acquire established businesses and build generational wealth.
The challenge is significant: Black Americans make up 14.4 percent of the population, but only 3.3 percent of all employer businesses are owned by them . Yet the moment also presents a promising opportunity for Black entrepreneurs looking to bypass some of the traditional barriers to entry.
As Adeleye demonstrates, true business success is not just about ownership, but about building value, making strategic decisions, and knowing when to pivot.
The Bottom Line
Courtney Adeleye’s candid discussion highlights the complex realities of Black entrepreneurship — from building generational wealth to navigating the emotional weight of selling a business. Her journey from mixing products in her kitchen to selling a company for $61.5 million and building a second empire proves that when Black entrepreneurs succeed, the blueprint can be replicated.
For urban communities, her story is a blueprint for understanding that true business success is not just about ownership, but about building value, making strategic decisions, and knowing when to pivot. As Adeleye put it: “If you can do it once, nine out of 10 can do it again.”
Sources
Business Wire: “Watch & Sea Beauty CEO Courtney Adeleye Named Official Beauty Advisor for CURLFEST® 2026” (June 17, 2026)
CB Insights: “The Mane Choice — Products, Competitors, Financials, Employees” (March 18, 2026)
Urban Institute: “How Local Leaders Can Help Black Entrepreneurs Thrive Through the Silver Tsunami” (January 4, 2026)
Black Enterprise: “Courtney Adeleye Makes History With Both Haircare Businesses Stocked At Major Retailers” (March 18, 2026)
WWD: “EXCLUSIVE: Beauty Entrepreneur Who Sold Multimillion-dollar Brand Is Back With New Venture” (December 18, 2024)
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