The Mane Choice
The Mane Choice is a US-based vitamin-infused haircare brand offering two core collections and hair growth supplements for natural and textured hair consumers, sold direct-to-consumer and through mass, drug, and specialty retailers including Walmart, Target, and Ulta Beauty.
- Company typePrivate
- Founded2013
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Mane Choice does
The Mane Choice is a US-based haircare brand founded in 2013 by Courtney Adeleye, focused on vitamin-infused formulations for the natural and textured hair community (curl types 3a–4c, plus straight, color-treated, relaxed, and low-porosity hair). The product portfolio is organized around two core collections — The Alpha, fortified with biotin and vitamins A through E, and Tropical Moringa, built around moringa oleifera seed oil — plus a physician- and nurse-formulated supplement line (Manetabolism Plus) containing 13 vitamins and minerals for hair, skin, and nails. The technology stack centers on clean-label formulation (sulfate-free, paraben-free, no mineral oil or petrolatum) and performance features such as silicone-free 450F heat protection with multi-day humidity resistance.
The brand operates a hybrid direct-to-consumer and mass-retail distribution model. DTC revenue comes from themanechoice.com, supported by a hair quiz personalization tool, a loyalty/rewards program, and a 10% first-purchase email signup incentive with free shipping over $35. Retail distribution spans ten-plus major US chains including Walmart, Target, CVS, Walgreens, Ulta Beauty, Sally Beauty, Rite Aid, Meijer, H-E-B, and Bed Bath & Beyond. Pricing is unit-based, with SKUs typically positioned at a $10.99–$19.99 regular price, frequently promoted at 50% off sitewide.
The company was bootstrapped from $500 in founder savings, scaled to $100M in sales by 2019, and was sold to MAV Beauty Brands for $61.5M that same year. It now operates as a subsidiary of MAV Beauty Brands (legal entity: The Mane Choice Hair Solution LLC, Delaware), with headquarters at 108 Lakeland Ave, Dover, Delaware. Founder Courtney Adeleye exited to launch Watch & Sea Beauty in 2021. Post-acquisition operating activity continues (product launches, retail maintenance, marketing campaigns), but no post-2019 financial disclosures are available.
The Mane Choice firmographics
Firmographics- Name
- The Mane Choice
- Legal name
- The Mane Choice Hair Solution LLC
- Website
- https://themanechoice.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Mane Choice is a US-based vitamin-infused haircare brand offering two core collections and hair growth supplements for natural and textured hair consumers, sold direct-to-consumer and through mass, drug, and specialty retailers including Walmart, Target, and Ulta Beauty.
- Ownership category
- akta.pro rank
The Mane Choice industry classification
Industry- Product category
- Hair Care Products
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Ethnic & Textured Haircare (CRABABAL)
- akta.pro secondary industries
- Conditioners & Hair Masks (CRABABAB), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Shampoo & Scalp Cleansers (CRABABAA)
Keywords
Where The Mane Choice is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Mane Choice business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales (E-commerce): The Mane Choice sells haircare products and vitamins directly to consumers through their e-commerce website themanechoice.com. Products include cleansers, conditioners, detanglers, masks, treatments, oils, stylers, and hair growth vitamins.
- Retail Distribution: Products are sold through major retail partners including Walmart, Target, CVS, Walgreens, Rite Aid, Ulta Beauty, Sally Beauty, Meijer, HEB, and Bed Bath & Beyond.
- Brand Acquisition (Past): The Mane Choice was founded in 2013 and sold to MAV Beauty Brands for $61.5 million. The original brand grew to $100 million in sales by 2019.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Hair Vitamins - Manetabolism Plus 60 capsules |
| Unit Pricing | One time/ perpetual license | Conditioner products |
| Unit Pricing | One time/ perpetual license | Rinse Out or Leave-In Conditioner |
| Unit Pricing | One time/ perpetual license | Scalp Growth Oil |
| Unit Pricing | One time/ perpetual license | 3-in-1 Co-Wash Conditioner |
| Unit Pricing | One time/ perpetual license | Detangling Hydration Shampoo |
| Unit Pricing | One time/ perpetual license | Deep Conditioning Hair Mask |
| Unit Pricing | One time/ perpetual license | Curl Refresher Spray |
| Unit Pricing | One time/ perpetual license | Heat Protectant Spray |
Go-to-market motion2 records
Distribution channels11 records
Marketing channels11 records
The Mane Choice product offering
Product offeringCore offering
The Mane Choice manufactures and sells vitamin-infused haircare products and physician-formulated hair growth supplements directly to consumers through its e-commerce storefront and across major U.S. retail chains. The product portfolio spans two main collections—The Alpha (biotin and vitamins A–E fortified) and Tropical Moringa (moringa seed oil based)—including shampoos, conditioners, detanglers, 3-in-1 co-washes, deep conditioning masks, scalp oils, bond repair products, and the Manetabolism Plus hair growth vitamin line.
Product overview
The Mane Choice is a direct-to-consumer haircare brand offering two main product collections—The Alpha and Tropical Moringa—along with vitamin supplements. The Alpha collection is the company's foundational haircare line infused with Biotin and Vitamins A through E, while the Tropical Moringa collection features Moringa Oleifera Seed Oil for deep moisture. The product portfolio includes cleansers, conditioners, detanglers, masks, oils, stylers, and hair growth vitamins, all formulated for various hair types including coily, curly, wavy, and straight textures. The company also provides a hair quiz tool to help customers select appropriate products. The Mane Choice was founded in 2013 by Courtney Adeleye, grew to $100 million in sales by 2019, and was sold to MAV Beauty Brands for $61.5 million. Products are available through the company's website as well as major retailers including Walmart, Target, CVS, Walgreens, ULTA Beauty, and Sally Beauty.
Differentiator
Problem solved
Functional benefit
Brands
- The Alpha: Core haircare collection infused with Biotin, Vitamin A, B, C, D, E and more, to help nourish and maintain hair. Includes bond repair, detangling, and styling products.
- Tropical Moringa
Products and services
- The Alpha Collection The flagship haircare collection infused with Biotin, Vitamin A, B, C, D, and E, designed to nourish and maintain hair health across all hair types and curl patterns.
- Tropical Moringa Collection A moisturizing haircare collection formulated with Moringa Oleifera Seed Oil and essential vitamins, designed to deeply penetrate the hair shaft and infuse it with vital moisture and nutrients.
- Manetabolism Plus Healthy Hair Vitamins A physician-formulated multivitamin supplement containing 13 vitamins and minerals in a single daily capsule, designed to promote healthy-looking hair, nails, and skin from the inside out.
- Easy On The Curls Hydration Shampoo A sulfate-free detangling shampoo that melts tangles on contact, gently lifts build-up and impurities, and floods strands with moisture while supporting hair growth and length retention with biotin fortification.
- Easy On The Curls Detangling Hydration Conditioner A detangling conditioner that surrounds every strand with nourishment and slip so knots melt away, hair softens, and shine returns.
- Soft As Can Be 3-in-1 Conditioner A co-wash, leave-in conditioner, and detangler in one bottle that can be used pre-wash, as a co-wash, or left in for softness and curl definition.
- Multi-Vitamin Growth Oil A lightweight, non-greasy scalp oil that stimulates, revitalizes, and soothes the scalp with rosemary extract, tea tree, biotin, vitamin C and D, supporting natural hair growth and length retention.
- Green Tea & Carrot Deep Conditioning Hair Mask A deep conditioning treatment mask that floods dry, damaged strands with moisture and restores elasticity, manageability, and shine, infused with biotin, green tea, and carrot oil.
- Humidity Block Heat Protectant Spray A silicone-free thermal protection spray offering heat protection up to 450°F with a humidity shield that keeps styles sleek and frizz-free for days.
- Tropical Moringa Sweet Oil & Honey Endless Moisture Rinse Out or Leave-In Conditioner A dual-purpose conditioner that can be rinsed out as a deep hydrating treatment or left in as a leave-in for all-day softness, slip and moisture on dry, brittle hair.
- Tropical Moringa Sweet Oil & Honey Endless Moisture Restorative Spray A hydrating curl refresher spray that reshapes, revives, and adds shine to second-day curls between wash days without rewetting, infused with biotin and moringa seed oil.
Quantifiable outcome
- Most customers report noticeable results after 30-60 days of consistent Manetabolism Plus vitamin use; numerous customers report results after only 2-3 weeks
- +3 more outcomes
Companies that use The Mane Choice
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
The Mane Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Mane Choice partnerships and signals
Strategic signalScale indicators4 records
Recent moves7 records
Expansion highlights5 records
The Mane Choice competitors and assessment
Company assessmentDirect peers
- TGIN (Thank God It's Natural): TGIN is a Black-owned textured hair care brand offering comparable products targeting natural hair growth, moisture, and scalp health. Both brands emphasize natural ingredients and serve the Black hair care community with overlapping retail distribution.
- Cantu Beauty: Cantu Beauty is a mass-market textured hair care brand offering comparable product categories including shampoos, conditioners, treatments, and styling products. Both brands compete directly on Walmart, Target, and Sally Beauty shelves with affordable price points targeting similar multicultural consumers.
- Pattern Beauty: Pattern Beauty is a textured hair care brand founded by Tracee Ellis Ross, targeting curly, coily, and tight-textured hair with comparable products including cleansers, conditioners, treatments, and styling aids. Both brands emphasize textured hair expertise and authentic community connection.
- As I Am: As I Am is a textured hair care brand specializing in products for curly, coily, and wavy hair with comparable moisture, curl definition, and hair growth solutions. Both brands target natural hair consumers with science-informed, ingredient-conscious formulations.
- SheaMoisture: SheaMoisture (owned by Unilever) is a mass-market textured hair care brand with comparable clean-label formulations and natural-ingredient positioning. Both brands target textured hair consumers, share retail presence at Walmart, Target, CVS, and compete on natural ingredient narratives.
- Design Essentials: Design Essentials is a professional textured hair care brand with comparable products including cleansers, conditioners, treatments, and styling aids. Both brands target textured hair consumers and are sold in Sally Beauty and mass-market retailers.
- Mielle Organics: Mielle Organics is a direct competitor in the textured hair care space, offering natural and organic haircare products targeting the same Black/multicultural consumer base. Both brands emphasize natural ingredients, hair growth, and scalp health, and compete on retail shelves at Walmart, Target, and Sally Beauty.
- Carol's Daughter: Carol's Daughter is a foundational Black-owned textured hair care brand offering similar product categories including cleansers, conditioners, treatments, and oils. Both brands target natural hair, hair growth, and moisture retention, with overlapping retail distribution at mass and specialty beauty retailers.
- MarshaCares / Aunt Jackie's: Aunt Jackie's Curls & Coils is a mass-market textured hair care brand offering comparable product categories at similar price points. Both brands compete in Walmart, Target, CVS, and Sally Beauty with products targeting curly, coily, and multi-textured hair consumers.
- Camille Rose: Camille Rose is a Black-owned textured hair care brand with comparable product categories including cleansers, conditioners, masks, and styling products targeting the natural hair community. Both brands compete on natural ingredients and authentic community positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Mane Choice social profiles
Digital presenceThe Mane Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Mane Choice leadership team
Management profileNumber of profiles
The Mane Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Mane Choice 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 The Mane Choice
What does The Mane Choice do?
The Mane Choice manufactures and sells vitamin-infused haircare products and physician-formulated hair growth supplements directly to consumers through its e-commerce storefront and across major U.S. retail chains. The product portfolio spans two main collections—The Alpha (biotin and vitamins A–E fortified) and Tropical Moringa (moringa seed oil based)—including shampoos, conditioners, detanglers, 3-in-1 co-washes, deep conditioning masks, scalp oils, bond repair products, and the Manetabolism Plus hair growth vitamin line.
Is The Mane Choice a public or private company?
The Mane Choice is a private company. It is classified as corporate owned and is currently operating.
When was The Mane Choice founded?
The Mane Choice was founded in 2013. It employs 11 to 50 people.
Where is The Mane Choice based?
The Mane Choice is headquartered in Madison, United States, in the North America region.
How does The Mane Choice make money?
Three revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are retail Distribution and brand Acquisition (Past).
Who are The Mane Choice's main competitors?
Direct peers on record are TGIN (Thank God It's Natural), Cantu Beauty, Pattern Beauty, As I Am, SheaMoisture, Design Essentials, Mielle Organics, Carol's Daughter, MarshaCares / Aunt Jackie's and Camille Rose.
Does The Mane Choice have an API?
No public API is recorded for The Mane Choice.
What industry is The Mane Choice in?
The Mane Choice's product category is Hair Care Products. Its primary akta.pro industry code is CRABABAL, Ethnic & Textured Haircare, with a secondary code of CRABABAB, Conditioners & Hair Masks. Its NAICS code is 456120 and its SIC code is 2844.