Anything is Possible.
“In our third year, we were still making our hair products at home, and our revenues hit close to $10 million.” For Courtney Adeleye, the idea of “impossible” doesn’t seem to occur. Her story of astonishing revenues earned from her kitchen table redefines the very idea of a home-based business. Today, she’s ready to share her remarkable capabilities so that others can break through their barriers, working from home and shaping their futures as they desire.
As an ambitious young woman from Detroit, Courtney always struggled with untamable hair. Her mother applied typical chemical products to straighten it, which meant that for years she didn’t see her own real hair. Training as a nurse, and earning a bachelor’s degree, Courtney fell in love with science. She embarked on a massive effort of research, seeking natural ingredients to care for her hair. For several years, she shared her discoveries on YouTube, acquiring thousands of followers along the way.
From Knowledge to Product
“I became the typical mad scientist,” Courtney says. “I wanted to get rid of all the chemicals and see my hair just as it came out of my scalp. By the time my hair was growing all the way down my back, I knew I was onto something.” So did her followers, and they wanted to get their hands on Courtney’s solution. That’s how she began making hair products at home. In the first year, she generated $180,000 in sales, simply by selling to her online audience.
Collaborating with her medical doctor husband, Courtney developed a nutritional supplement to support hair health. That meant she was addressing beauty on the inside and outside. In the second year, her sales jumped to $2.5 million, and in year six to $100 million. The supplement was produced by a top-rated certified manufacturer, but the hair products were still being made at home. “We were using just about every room in the house, with 10 food mixers running, and an assistant to help with packaging and shipping.”
Recognizing the potential for a retail business, Courtney finally moved the operation out of her home and approached Sally Beauty to market her products. “They started us with 89 outlets and went to 2,000 in two weeks. That had never been done before. We expanded into retail, and within two years we were in over 60,000 stores. For some chains, we were the only African American fully owned and privately owned brand to be in both aisles — producing products for African Americans and producing products for General Market at the same time."