Courtney Adeleye Knows How To Find The Sweet Spots For Million-Dollar Success
Courtney Adeleye is no stranger to making multi-million-dollar moves that not only change lives but empower others to do the same. As the founder of The Mane Choice—a line of natural haircare products that went from her home to the shelves of major stores like Target—she took $500 and turned it into more than $100 million within a few years. Her online brand is undeniable—bright, bold, and uber-confident—and her more than 380,000 followers on Instagram alone eat it up.
Her most recent transition has been her biggest yet. She struck a deal with MAV Beauty Brands for millions more, which meant The Mane Choice would be acquired by the Canadian company and more doors would be open for partnerships like the Generational Advantage Fund that would help women build generational wealth. She also made a personal investment, to the tune of $30 million.
Yep. Sis, is about that life. "Doing the acquisition gave me the ability to expand and to continue to grow in other areas of business that I wouldn't have had the ability to do," Courtney said in a recent interview with xoNecole. "It's not only a financial thing but it's about a resource, a growth, and an understanding. It put me in a position to do other things I really enjoy which includes pouring back into women, investing back into female brands, and creating the conglomerate I have today."
We talked with her more on those other things, which right now fall under the umbrella of her newest venture, Olbali Corp. The conglomerate houses brands Lily Frilly (where her 7-year-old daughter is the CEO), Foolproof Body, Cool Coffee Clique, and POPtritional.
Check out what Courtney had to say about how she finds multi-million-dollar sweet spots in business, how she remains inspired as an entrepreneur, and her advice for other Black women who want to continue to grow and advance in building the lives of their dreams:
You've got your hands in multiple businesses. What inspires you to pursue certain industries? How do you know it's worth the risk?
I don't think there's an industry out there that I'm not interested in. I can look at a category and I can see what we call in business the 'white space.' I always think, 'What are those opportunities that could possibly exist?' So creating a company like Olbali, we're going to play in different areas from a consumer-product goods perspective, whether that be food or health and wellness.
I thought, 'Do I see an opportunity to do it better? Do I see an chance to give the industry something it doesn't have?'
Even with my daughter's brand, I definitely feel representation matters. Sometimes we can't achieve what we haven't seen. So, it's about putting her in a position where she can speak to little girls across the world to let them know they can do it, too. I definitely felt like we had a lack of representation in a community in regard to what we see in the retail world and what we see on TV. You're never too old and never too young. Entrepreneurship is a special gift from God and you have to give that back to the world.
This is so fascinating, because you've been able to take several businesses and turn them into platinum. Tell me more about this 'white space' concept.
A lot of times, we're motivated only by what we see. It's easy to pinpoint what's already been done. Ultimately, when you look at a business, there are not many things out there that are totally new or haven't been done before, but what makes a business special is doing it in a way that hasn't been done before—doing it in the unique way you have to offer.
I see a lot of entrepreneurs who think they're too young or too new and they think they have a lot missing, but what's missing is what makes them special. I always say don't be afraid to infuse that thing that makes you different into your brand.
Take an industry, such as coffee, which you could say is a boring industry. I look at it and say, "No, there's a lot of white space there because if it's so boring, who can make it dope? Who can make it classy? Who can make it something everyone would want to be part of?" I think there's a lot of white space in everything we do. You have to look at something and innovate. It's easy to say, "Hey, this is how it's always been done," but in order to be innovative you have to be willing to take those risks and do things differently.
For example, with [Cool Coffee Clique], it's very risky to make coffee [packaging] pink. It's like, 'Am I excluding men?' But I have to be confident in what I have to offer and say, "But it's been done before in black, brown, and in every traditional way. How do I make it interesting?" That's where that white space comes in.
That's awesome. We have to tap into those white spaces where we can create what we want to see on the market. So, to some, you pretty much made it when you started earning millions. What's the key to continue growing and leveling up?
We can all agree that no matter what your age, there's experience there that's going to give you the jump on entrepreneurship or innovation. And I have to continue doing that, to continue innovating. That experience is the very thing you amplify and use for your brand. It's important to have an understanding that you can grow as you go. You don't have to seek funding in order to make it. I started with $500. I didn't have a line of credit or a credit card.
Also, it's understanding that distractions come in many shapes, forms, or fashions. It could be a relationship, time, or lack of support. Distractions are the No. 1 deterrents to someone going into business, no matter what age you are.
Sometimes, isolation is going to help you ascend to the next level. You're going to have to lock yourself in that room in order to think. It's going to take you not being at those functions sometimes, which, as you mature, you understand that's not always where it's it. I have to think about my future.
Ask yourself, "How do I compare to people who are dominating in the industry?" It's not about comparing to say, "I need to mimic that," but what elements about that brand inspire you? There's something you can do to make your own brand attractive. Many times I'll sit with entrepreneurs and ask, "Do you think you have the best product?" and many times, the scary thing I hear, is "No I don't." Well, why? Whatever that reason is, you've got to address it and fix it.
You're looking at someone else's social media page and saying, "I think everything they post is clean. Everything is dope." Meanwhile, you have the ability to come close, even if you're not mimicking it--even if you're inspired to go get an AirBnB, for example, and take some great pictures. You say, "I'm going to call some models in and take some product shots."
Business is business. You have to understand you're taking the market share from somebody. I'm in the coffee industry, so I understand, "Hey Starbucks is dominating. How can I take that consumer? How does that translate to the consumer? What are the things I can do?"
I'm always about leveling up—always try to do it better. If I did something great last year, how do I do better this year?
Follow Courtney Adeleye and learn more about her brands via Instagram @courtneyadeleye, or via Olbali's website.
Featured image courtesy of Olbali Corp.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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When discussing the topic of raising children, discipline is often the first thing that comes to mind. Children need discipline. Full stop. But what is discipline? And how do we draw the line between discipline and revenge?
The origin of the word "discipline" can be traced back to the Latin word "disciplina," which means "instruction" or "teaching." Over time, however, discipline has come to be synonymous with punishment, with parents relying on shame, fear, and/or physical pain to curb undesirable behavior.
Teaching takes time, so nipping it in the bud in whatever fashion parents deem necessary (within reason) has become the norm. But is this what’s best for children? And when does it become less about curbing undesirable behavior and more about getting our licks back for offenses we feel our children should know better to do?
In my work as a parenting coach, I’ve often heard parents say, “I asked him nicely three times before spanking him. He didn’t stop doing it until I did, so clearly talking doesn’t work.”
And the parent isn’t wrong. Talking often doesn’t work the first, the third, or the even the 10th time. And the reason is directly tied to brain development.
Children cannot and do not process information the way an adult can. Auditory processing is not fully developed until a child is 14 or 15 years old. And even then, if a child has auditory processing delays or Auditory Processing Disorder (APD), they may always struggle with processing auditory commands. According to Susie S. Loraine, MA, CCC-SLP, the term auditory processing refers to how the brain perceives and interprets sound information. Several skills determine auditory processing ability—or listening success. They develop in a general four-step hierarchy, but all work together and are essential for daily listening.
Without this understanding, discipline can easily become revenge because parents will then view their child’s misdeeds as a personal slight. Instead of teaching them to do better, parents now want to show them the consequences of not doing better. This is why it's imperative for parents to discern between discipline and revenge to maintain healthy relationships with their children.
5 WAYS TO DISTINGUISH BETWEEN PARENTAL GUIDANCE AND RETALIATION:
Understanding The Intent
Discipline is rooted in love and concern for the child's well-being. It focuses on teaching lessons and helping children understand the consequences of their actions. Conversely, revenge-driven actions stem from a desire to inflict pain or punishment as payback for perceived slights or disobedience. Parents should reflect on their motives before taking disciplinary actions. Ask yourself whether your intention is to help your child learn or to make them suffer for upsetting you.
Example: If a child accidentally breaks a valuable item, a disciplinary response would involve discussing the importance of being careful and working with the child to come up with a way to replace or fix what they’ve broken. On the other hand, a vengeful reaction might involve yelling, harsh punishment, or bringing up past mistakes to intensify guilt.
Maintaining Emotional Regulation
Effective discipline requires parents to remain calm and composed, even in challenging situations. It's natural to feel upset or frustrated when children misbehave, but responding with anger or resentment can escalate the situation and blur the line between discipline and revenge. Before addressing the issue, take a moment to breathe and collect your thoughts.
Example: If a child cannot follow instructions, a disciplined response would involve calmly explaining why their cooperation is necessary in working with the child to accomplish the goal. Conversely, a retaliatory response might involve shouting, name-calling, or resorting to physical punishment out of anger.
Promoting Growth and Learning
Discipline should always aim to promote growth and learning. It involves guiding children toward making better choices and understanding the impact of their actions on themselves and others. Effective discipline strategies include positive reinforcement, setting clear expectations, and providing opportunities for reflection and growth.
Example: If a child repeatedly forgets to complete their chores, a disciplinary approach would involve discussing the importance of responsibility and finding solutions together, such as creating a chore chart or setting reminders with Siri or Alexa. In contrast, a revenge-driven response might involve imposing overly harsh punishments or belittling the child, which can undermine their self-esteem and hinder their ability to learn from their mistakes.
Momo Productions/Getty
Building Trust and Communication
Trust and open communication are essential components of a healthy parent-child relationship. Discipline should strengthen this bond by fostering trust and encouraging children to confide in their parents without fear of judgment or retaliation. When children feel safe and supported, they're more likely to accept discipline as a form of guidance rather than punishment.
Example: If a child admits to breaking a rule or making a mistake, a disciplined response would involve listening to their perspective, discussing the consequences of their actions, and working together to find a solution. Conversely, a retaliatory response might involve accusations, blame, or shutting down communication, which can erode trust and damage the parent-child relationship.
Seeking Professional Guidance
Parenting is a learning journey, and, disciplining children is a delicate balance between guiding them toward responsible behavior and nurturing their growth. By understanding the intent behind our actions, maintaining emotional regulation, promoting growth and learning, building trust and communication, and seeking professional guidance when needed, as parents we can help our children built on love, respect, and understanding.
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Featured image by Courtney Hale/Getty Images