Written for Fashion & Beauty Monitor
As another Black History Month comes to a close, we’re touching base with a woman transforming the natural hair care landscape. Jamelia Donaldson is the founder & CEO of TreasureTress – Europe’s largest subscription service dedicated to curly hair products discovery.
TreasureTress subscribers receive a curated monthly selection of full-size and sample-size hair products from a variety of brands, tailored to the recipient’s hair type and needs. Recognizing the beauty industry's disregard for Black and Multi-Ethnic consumers, Jamelia spearheaded a consultancy arm within her company, empowering brands worldwide to establish authentic connections and find their rightful place within the market.
We sat down with Jamelia this week to discuss hero products, ambassadors and Black representation in the industry.
Where do you think the beauty industry is at right now when it comes to natural hair representation?
The beauty industry is still in its nascent stages when it comes to natural hair representation. Unfortunately, there are ongoing issues related to product accessibility and a lack of education on how to properly care for natural hair. The normalisation of natural hair across all races, shades, and ethnicities has not yet been fully realised. So, there's a substantial amount of work ahead to bridge these gaps.
What was the inspiration behind the brand?
TreasureTress stemmed from my personal frustration with the limited availability of quality products for natural hair. Moreover, there was a dire lack of information and representation for different natural hair types. My motivation was also driven by the desire to ensure that my niece, who was on the way, wouldn't grow up feeling inadequate about her hair's beauty.
What sets you apart from other curl or afro hair care brands on the market?
Our unique product discovery service. We facilitate the trial of various products, enabling individuals to find what suits them best without breaking the bank. Furthermore, our brand's strong connection to the community and our commitment to serving our community's needs make us stand out. Our community, in essence, is our superpower, and every decision we make is influenced by their feedback.
What are some of your bestsellers?
Some of our best-performing offerings are our "takeover" boxes, which provide a comprehensive washday experience. Our September Box, featuring a Carol's Daughter takeover, was a major hit, coinciding with the successful launch of our Pop Up Shop, sponsored by Palmer's and Carol's Daughter.
What is your career highlight to date?
Each year, one of my most cherished highlights is our pop-up shops. Meeting our customers in person, establishing connections, and witnessing how we've empowered them with knowledge and confidence provides immense motivation to keep pushing boundaries. Winning £100k worth of advertising on a major channel was certainly a noteworthy achievement for TreasureTress, as it means we'll be gracing the screen soon!
Who is your biggest inspiration?
I draw my inspiration from the remarkable women in my family, especially my mother, and the lineage of women who have shown incredible resilience and achievements as first-generation children of the Windrush generation. Their achievements make me believe that I can achieve anything.
Do you think brands do enough for Black consumers outside of BHM?
Nope. Many brands do not do enough for Black consumers outside of Black History Month. In fact, I've observed a decline in enthusiasm and support for BHM. I would love to see greater investment, celebration, and acknowledgment of the substantial contributions of Black people to Britain throughout the year. There is a wealth of accomplishments and stories to explore and celebrate.
What would you like the future to look like for your company?
For TreasureTress, the future entails a continuous journey of innovation in global product discovery and ongoing experimentation with in-person retail activations. There are exciting developments on the horizon.
Do you work with influencers and if so, how do you choose the right ambassadors?
We certainly collaborate with influencers who have a dedicated following and enjoy the trust of their audience. Interestingly, I've found that micro and nano influencers often possess a deeper connection with their followers, making them valuable ambassadors.
What was the last book you read?
"The Psychology of Money" was the last book I read, and it had a profound impact on my perception of wealth, wealth-building, and business.
What other brands do you admire?
FENTY of course, pretty much everything they release. I’m captivated by Rihanna’s career and the way she’s so seamlessly transitioned and flirts between music, beauty, business and fashion.
What advice would you give to female entrepreneurs?
I would advise female entrepreneurs to seek out female mentors who are further along in their entrepreneurial journeys. Respect their time and focus on building strong bonds with them. There's a unique power in the support that women offer to one another.
How do you think AI will infiltrate the haircare space?
AI is set to revolutionise the haircare space, much like it has in skincare and makeup. We can expect to see advancements in product testing, formulations, and personalization. The possibilities are endless, and the haircare industry is poised for exciting developments in this regard.
Comments