Afrocenchix
Afrocenchix is a UK-based D2C beauty brand formulating and selling 100% vegan, cruelty-free hair care products specifically for Afro, tightly coiled, and curly hair consumers globally, distributed via its own e-commerce store, subscriptions, and Wholefoods UK retail.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Afrocenchix does
Afrocenchix Ltd is a UK-incorporated, privately held direct-to-consumer beauty company that formulates, manufactures, and sells 100% vegan, cruelty-free hair care products specifically engineered for Afro, tightly coiled, and curly hair. Founded in 2010 in Birmingham by Rachael Corson and Joycelyn Mate from a £100 starting capital, the company is headquartered at the Watford Metro Centre in the United Kingdom and sells globally with documented customers in India, Canada, and Ghana. Its product portfolio spans sulphate-free shampoo (Swish), a proprietary silicone-free conditioner (Swirl) built on a naturally derived conditioning technology developed through 20 prototypes and 17 ingredients, moisturising cream (Smooth), hair oils (Nourish, Seal, Restore), scalp oil (Soothe), hydrating spray (Sheen), twisting butter (Spring), a batana butter-to-oil treatment balm, treatment sets, and accessories.
The company operates a vertically segmented go-to-market combining its own e-commerce storefront (afrocenchix.com), a Subscribe & Save subscription programme offering 15% off with free delivery, retail distribution through Wholefoods UK (where it is the first stocked Afro hair brand), and a dedicated salon professional community channel. Pricing ranges from $8 to $59 across SKUs with 1-litre family-size and mini travel variants. Its R&D emphasises plant-based, organically sourced, naturally derived ingredients — including fair-trade Shea butter from Ghana — and it has positioned against the toxic ingredients (78% of competing Afro hair products per its research) found in mainstream alternatives.
Afrocenchix firmographics
Firmographics- Name
- Afrocenchix
- Legal name
- Afrocenchix Ltd
- Website
- https://afrocenchix.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Afrocenchix is a UK-based D2C beauty brand formulating and selling 100% vegan, cruelty-free hair care products specifically for Afro, tightly coiled, and curly hair consumers globally, distributed via its own e-commerce store, subscriptions, and Wholefoods UK retail.
- Ownership category
- akta.pro rank
Afrocenchix industry classification
Industry- Product category
- Personal Care Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Ethnic & Textured Haircare (CRABABAL)
- akta.pro secondary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where Afrocenchix is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Afrocenchix business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Direct E-commerce Sales: Direct-to-consumer sales through afrocenchix.com online storefront, selling hair care products including shampoos, conditioners, moisturisers, oils, and accessories at price points ranging from $8 to $59.
- Subscription Programme: Subscribe & Save programme offering 15% discount with free delivery on recurring orders, providing predictable recurring revenue and customer loyalty.
- Wholesale/Retail: Wholesale distribution through retail partners including Wholefoods UK, positioning Afrocenchix as the first Afro hair brand in Wholefoods UK.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Size Products |
| Subscription | Monthly | Subscribe & Save Subscription |
| Unit Pricing | Pay-as-you-go | Family Size Products |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
Afrocenchix product offering
Product offeringCore offering
Afrocenchix formulates, manufactures and sells 100% vegan, cruelty-free hair care products specifically designed for Afro, tightly coiled, and curly hair. The portfolio includes sulphate-free shampoo (Swish), silicone-free conditioner (Swirl), moisturising creams, hair oils, scalp treatments, twisting butters, hydrating sprays, treatment sets, and hair care accessories, sold direct-to-consumer through their own e-commerce store and select retail partners.
Product overview
Afrocenchix is a UK-based natural hair care brand offering a comprehensive portfolio of 100% vegan, cruelty-free products specifically formulated for Afro, tightly coiled, and curly hair. The product line includes core hair care essentials (shampoo, conditioner, moisturisers, and oils) organized into distinct ranges: Swish (sulphate-free shampoo), Swirl (silicone-free conditioner), Smooth (moisturising cream), Sheen (hydrating spray), Seal and Nourish (hair oils), and Soothe (scalp oil). The portfolio extends to styling products like Spring (twisting butter), treatment sets (Fortify & Grow System, Repair & Restore Treatment Set, Protective Style Care Kit), accessories (microfibre towel turban, Essential Accessories Pack, scalp massager), and family-size and travel-size variants. Products are organized by hair need (moisture, style & definition, growth & strength, repair & damage care, scalp care, frizz control, protective styling) and hair type (wavy, curly, coily, 4C, porosity levels). The company also offers subscription services through its Sub Club programme and a salon community partnership initiative.
Differentiator
Problem solved
Functional benefit
Products and services
- Sulphate-Free Shampoo - Swish Moisturising sulphate-free shampoo formulated for curly and Afro hair, designed to cleanse without stripping natural oils.
- Silicone Free Conditioner - Swirl Silicone-free conditioner providing slip for detangling kinks and curls without microplastics, made with 17 naturally derived ingredients.
- Natural Moisturising Cream - Smooth Leave-in moisturising cream for curly hair that provides hydration and definition without heaviness.
- Strengthening Biotin Oil with Rosemary, Mint & Coconut - Nourish Hair oil treatment containing biotin, rosemary, mint, and coconut to nourish and strengthen hair.
- Natural Scalp Oil - Soothe Scalp care oil designed to address hair loss treatments and promote a healthy scalp environment.
- Natural Twisting Butter - Spring Natural twisting butter for styling and defining curls and coils.
- Sheen Natural Hydrating Spray Lightweight hydrating spray for curly hair that provides moisture, bounce, and shine without residue.
- Natural Hair Oil for Afro Hair - Seal Hair oil for sealing moisture into Afro hair, lightweight formula that provides shine without build-up.
- Microfibre Towel Turban Gentle microfibre towel turban with buttons for secure fitting, designed for quick drying curly and Afro hair while reducing friction and frizz.
- Fortify & Grow System Hair care kit designed for growth and strength, combining products for a complete hair strengthening routine.
- Repair & Restore Treatment Set Treatment set for damaged hair repair, designed to restore and rehabilitate compromised curls.
- Protective Style Care Kit Kit designed for protective styling maintenance, keeping styled hair protected and moisturised.
- Essential Accessories Pack Hair styling accessories including snag-free elastic bands, headbands, bobby pins, hair clamps, and organic cotton bag for Afro and curly hair care.
- Afrocenchix Fortify Butter-to-Oil Batana Treatment Balm Treatment balm that transforms from butter to oil consistency, featuring batana oil for deep hair nourishment and growth support.
- Restore - Hydrating Hair Oil Hydrating hair oil for strength and shine, designed to restore moisture and enhance hair health.
- Soothing Scalp Massager Scalp massager tool for stimulating the scalp and enhancing product absorption.
Quantifiable outcome
- 78% of products for Afro hair contain toxic ingredients linked to cancer, fibroids and respiratory issues - Afrocenchix products are free from these toxic ingredients
- +1 more outcomes
Companies that use Afrocenchix
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Afrocenchix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Afrocenchix partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Wholefoods UKcoreAfrocenchix became the first Afro hair brand to be stocked in Wholefoods UK, marking a significant retail milestone for the brand and expanding physical retail presence.
- Pan MacMillanminorPan MacMillan and Afrocenchix launched a year-long partnership, contributing to the brand's presence in publishing and literary circles.
- PayPalminorPartnership with PayPal for Guardian Labs feature where Afrocenchix spoke about the importance of supporting black-owned businesses.
- Mel's WardrobeminorPartnership with Mel's Wardrobe for the premiere of Under The Wig Set campaign, supporting brand visibility and marketing initiatives.
- Black-Owned Business Sub ClubminorBrand Partnership Sub Club Programme promoting approximately 10 small black-owned businesses run by under-represented founders, building community ecosystem.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Afrocenchix competitors and assessment
Company assessmentDirect peers
- Pattern Beauty: Founded by Tracee Ellis Ross, Pattern Beauty is a US-based premium textured and curly haircare brand offering shampoos, conditioners, stylers, and treatments. Closely comparable to Afrocenchix on target customer (4C/coily hair consumers), price point (~$14-$40), and community-led GTM via cultural ambassadors.
- TGIN (Thank God It's Natural): TGIN is a US-based Black-owned haircare brand focused on natural, curly, and coily hair, sold through Target, Ulta, Sally Beauty, and DTC. Highly comparable to Afrocenchix in product mix (moisture, growth, scalp care), price point, and community-led marketing despite larger US distribution.
- Camille Rose Naturals: Camille Rose is a US-based Black-owned clean-beauty brand focused on natural hair and skincare with a strong cult following. Comparable to Afrocenchix in founder-led voice, ingredient-forward positioning, and natural haircare assortment (oils, butters, masks).
- Miss Jessie's: Miss Jessie's is a heritage US textured-hair care brand (founded by sisters with 4C hair) selling curl creams, pudding stylers, and treatments. Highly comparable to Afrocenchix on the ethnic/textured-hair specialist positioning and product application (styling creams, curl definition).
- Bouclème: Bouclème is a London-based curl-care brand offering natural, vegan shampoos, conditioners, and styling products for curly and Afro hair. Directly comparable to Afrocenchix on geography (UK), DTC-led GTM, vegan/cruelty-free positioning, and curly/wavy hair segmentation.
- KeraCare: KeraCare is a long-established professional textured-hair brand founded in 1989 focused on salon-grade Afro hair care. Comparable to Afrocenchix in targeting textured-hair professionals and consumers with treatment-oriented SKUs (moisture, strength, scalp), and overlaps on the salon distribution channel.
Broad incumbents
- Carol's Daughter: Carol's Daughter is a long-established US Afro-textured hair and body care brand (founded 1993) now owned by L'Oréal. Comparable to Afrocenchix on customer profile and product categories (oils, butters, scalp care) but operates at significantly larger scale with mass-market distribution.
- SheaMoisture: SheaMoisture (Unilever) is a global natural-ingredient haircare and body-care brand with roots in textured/Afro hair. Closely aligned with Afrocenchix on ingredient ethos (raw shea butter, fair-trade, natural formulations) but operates at mass scale across grocery, drug, and club channels.
- Lush Cosmetics: Lush is a UK-based global handmade cosmetics brand with a vegan/fresh-ingredient ethos, sold via own storefronts and partners such as Wholefoods. Comparable to Afrocenchix on positioning within Wholefoods UK, vegan/cruelty-free values, and ethical sourcing story.
Regional players
- Tropic Skincare: Tropic is a UK-based natural and vegan skincare/haircare brand sold via DTC and ambassadors. Comparable to Afrocenchix as a UK-headquartered, vegan, founder-led beauty brand with community/ambassador-led GTM, but skewed more toward skincare than Afro-specific haircare.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Afrocenchix social profiles
Digital presenceAfrocenchix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Afrocenchix leadership team
Management profileNumber of profiles
Profiles2 records
Afrocenchix funding detail
Funding detailFunding overview
Funding rounds5 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Afrocenchix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Afrocenchix
What does Afrocenchix do?
Afrocenchix formulates, manufactures and sells 100% vegan, cruelty-free hair care products specifically designed for Afro, tightly coiled, and curly hair. The portfolio includes sulphate-free shampoo (Swish), silicone-free conditioner (Swirl), moisturising creams, hair oils, scalp treatments, twisting butters, hydrating sprays, treatment sets, and hair care accessories, sold direct-to-consumer through their own e-commerce store and select retail partners.
Is Afrocenchix a public or private company?
Afrocenchix is a private company. It is classified as venture growth investor backed and is currently operating.
When was Afrocenchix founded?
Afrocenchix was founded in 2010. It employs 1 to 10 people.
Where is Afrocenchix based?
Afrocenchix is headquartered in London, United Kingdom, in the Europe region.
How does Afrocenchix make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription Programme and wholesale/Retail.
Who are Afrocenchix's main competitors?
Direct peers on record are Pattern Beauty, TGIN (Thank God It's Natural), Camille Rose Naturals, Miss Jessie's, Bouclème and KeraCare. Broad incumbents are Carol's Daughter, SheaMoisture and Lush Cosmetics. Tropic Skincare is listed as a regional player.
Does Afrocenchix have an API?
No public API is recorded for Afrocenchix.
What industry is Afrocenchix in?
Afrocenchix's product category is Personal Care Products. Its primary akta.pro industry code is CRABABAL, Ethnic & Textured Haircare, with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 32561 and its SIC code is 2844.