Treasure Tress

What Treasure Tress does

Treasure Tress is a London-headquartered, private subscription commerce business that curates and delivers textured-haircare discovery boxes to consumers in the UK, Europe, North America, and other international markets. Founded in 2015 and operating as TreasureTress, Inc., the company self-identifies as the UK's and Europe's leading textured-hair product discovery box, with editorial coverage in Forbes, Vogue, and Cosmopolitan and over one million products delivered cumulatively since launch.

The core product is a recurring subscription box containing 4-5 full-sized haircare products, offered across monthly, bi-monthly, quarterly, and annual cadences priced from £25+ in the UK and $42+ in the US, with anytime pausing and cancellation. The portfolio also includes a Build Your Own Box (BYOB) customisation option at £55 for five items, seasonal single-brand washday boxes (e.g., Mielle Summer Hydration, Cantu Spring Moisturising), and specialised kits such as the 'For Dads Who Can't Braid Starter Kit.' A Creator/affiliate programme, the #TreasureTress social community across Instagram, TikTok, Facebook, Pinterest, and YouTube, and IRL events including a December 2024 Gymshark 'Twist n' Sets' pop-up in London extend the brand's community-driven acquisition engine.

The technology stack is entirely third-party: the storefront runs on Shopify, subscription billing and customer data are managed via Cratejoy, shipping is handled by Royal Mail, and the creator programme is operated through Dovetale. The company monetises through recurring subscription fees, one-time box and individual product sales, and gifting SKUs, with revenue distributed across a long tail of low-ticket individual consumers rather than concentrated B2B contracts. The business is founder/private with no disclosed institutional funding.

Name

Treasure Tress

Legal name

TreasureTress, Inc.

Website

https://treasuretress.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Treasure Tress is a London-based subscription commerce business that curates and ships monthly textured-haircare discovery boxes containing 4-5 full-sized products to consumers with curly, coily, and afro hair across the UK, Europe, North America, and 50+ additional markets, monetising through subscriptions, BYOB custom boxes, and seasonal single-brand kits.

Ownership category

akta.pro rank

Product category

Textured Haircare Subscription Boxes

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABABAB

Conditioners & Hair Masks

Consumer Products & Retail/Beauty & Personal Care/Haircare

SECONDARYCRABAKAG

Hair Brushes, Combs & Detangling Tools

Consumer Products & Retail/Beauty & Personal Care/Beauty Tools & Accessories

SECONDARYCRABAGAL

Men’s Grooming Gift Sets & Bundles

Consumer Products & Retail/Beauty & Personal Care/Men’s Grooming & Shaving

Keywords

• Textured haircare subscription
• Curly hair discovery
• Beauty subscription boxes
• Natural hair products
• Haircare e-commerce

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Subscription Boxes (Monthly, Bi-Monthly, Quarterly, Annual): The primary revenue stream is recurring subscription boxes delivering 4-5 full-sized textured haircare and beauty products. Subscribers choose from monthly, bi-monthly, quarterly, or annual cadences. Subscriptions start from £25 + P&P in the UK. Boxes are curated by Treasure Tress and include both established and emerging brands. Customers can pause or cancel anytime.
2. One-Time Product Purchases: Individual full-sized haircare products are available for one-time purchase on the website, including seasonal washday boxes and specialty kits (e.g., Father's Day braiding starter kit).
3. Build Your Own Box (BYOB): Customers can select five favourite products for a fixed price of £55. This customisation option provides an alternative to the curated subscription model and serves as a standalone revenue stream.
4. New Subscriber Acquisition Offer: New subscribers receive a free Beauty Bestie Starter Box (worth £40+) containing a curl brush, hair oil, leave-in conditioner and edge control, for just £5.50 shipping. This acts as a trial/lead generation mechanism to convert one-time visitors into recurring subscribers.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels10 records

Core offering

Treasure Tress curates and delivers subscription boxes containing 4-5 full-sized haircare products for textured, curly, coily, and afro hair, available on monthly (from £25), bi-monthly, quarterly, and annual cadences. The offering is extended with a Build Your Own Box (BYOB) customisation option at £55 for five products, seasonal themed washday boxes (e.g., Mielle Summer Hydration, Cantu Spring Moisturising), one-time product purchases, specialty kits (e.g., fathers braiding starter kits), and in-person TT IRL events.

Product overview

Treasure Tress is a UK and Europe-based subscription box service and product discovery platform for textured hair care. The core offering is the TreasureTress Box subscription program, available in monthly (£25+), bi-monthly, quarterly, and annual formats, delivering 4-5 full-sized curated hair products per delivery. The portfolio includes seasonal themed boxes (5-Step Summer Hydration and 5-Step Spring Moisturising Washday Boxes featuring brand-specific routines), specialized kits for fathers (Men's Fathers Day Gift and For Dads Who Can't Braid Starter Kit), the Woke Babies Party Box, and individual product sales including Pattern and PlantMade brands. A Build Your Own Box (BYOB) customization option allows customers to select five products for £55. The company also operates a Creator/affiliate program for community partnerships. The platform is hosted on Shopify with Judge.me for reviews, and is recognized as the UK's and Europe's #1 textured hair discovery box with over 1M products delivered globally.

Differentiator

Problem solved

Functional benefit

Products and services

• TreasureTress Monthly Subscription Box Monthly recurring subscription box delivering 4-5 full-sized curated textured haircare products to consumers with curly, coily, and afro hair, with anytime pausing and cancellation.
• TreasureTress Bi-Monthly Box Every-other-month subscription delivering 4-5 full-sized natural haircare products for consumers who prefer a slower discovery cadence.
• TreasureTress Quarterly Box Three-month subscription box delivering 4-5 full-sized textured haircare products for consumers beginning their natural hair journey at a gradual pace.
• TreasureTress Annual Subscription Box Annual prepaid subscription delivering 12 monthly boxes of 4-5 full-sized textured haircare products over a year, with no recurring billing.
• TreasureTress 5-Step Summer Hydration Washday Box Seasonal themed box delivering a complete 5-step washday routine using the Mielle Kalahari Melon & Aloe collection for summer hydration of textured hair.
• TreasureTress 5-Step Spring Moisturising Washday Box Seasonal themed box delivering a 6-step washday routine using the Cantu Batana Oil collection, with a bonus drying cap for spring moisture and gloss.
• Woke Babies Party Box Themed curated box with haircare products suited to relaxed or straightened hair textures, targeted at a party-themed gifting use case.
• Men's Fathers Day Free Gift Kit Curated Father's Day starter kit with essentials for braiding children's textured hair plus a surprise gift valued at £63.99+.
• For Dads Who Can't Braid Starter Kit Beginner-friendly starter kit for fathers with no braiding experience, containing combs, brushes, conditioners, styling creams, and edge control products for managing children's textured hair.
• Build Your Own Box (BYOB) Customisable box allowing customers to select five of their favourite products for £55, enabling personalised washday routines.
• Pattern Intensive Conditioner Deep-conditioning treatment with natural oils, butters, and botanical extracts that restores, detangles, softens, and revives curly hair, available as a one-time purchase.
• Pattern Styling Custard Styling custard with natural oils and butters providing hold, definition, and moisture to reduce frizz and enhance natural curl patterns, available as a one-time purchase.
• PlantMade Soil Hair/Beard Soufflé Rich hair and beard cream made with shea butter, cocoa butter, and essential oils that moisturises, conditions, softens, and smooths hair, available as a one-time purchase.

Quantifiable outcome

• Over 1 million products delivered globally
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered flagship, minor and core.

• GymsharkflagshipGTM or Marketing Partner · 17 December 2024Treasure Tress was featured alongside Ruka Hair, PLANTMADE, and Nylahs Naturals at Gymshark's 'Twist n' Sets' pop-up salon in Shoreditch, London. The pop-up was specifically designed to address the haircare challenges Black women face when balancing fitness with maintaining their hairstyles. Treasure Tress provided textured hair products and services as part of the activation, eliminating barriers to exercise by providing a dedicated space where women could access products and guidance suited to their specific hair needs during workouts.
• Ruka HairminorGTM or Marketing Partner · 17 December 2024Ruka Hair was one of four textured hair brands featured alongside Treasure Tress, PLANTMADE, and Nylahs Naturals at Gymshark's 'Twist n' Sets' pop-up salon event in Shoreditch, London.
• PLANTMADEminorGTM or Marketing Partner · 17 December 2024PLANTMADE was one of four textured hair brands featured alongside Treasure Tress, Ruka Hair, and Nylahs Naturals at Gymshark's 'Twist n' Sets' pop-up salon event in Shoreditch, London.
• Nylahs NaturalsminorGTM or Marketing Partner · 17 December 2024Nylahs Naturals was one of four textured hair brands featured alongside Treasure Tress, Ruka Hair, and PLANTMADE at Gymshark's 'Twist n' Sets' pop-up salon event in Shoreditch, London.
• MiellecoreGTM or Marketing Partner · 17 December 2024Mielle (specifically the Kalahari Melon & Aloe range) is a recurring brand partner featured in multiple Treasure Tress subscription boxes, including the 5-Step Summer Hydration Washday Box. Customer reviews frequently highlight Mielle products as standout items. The brand represents one of Treasure Tress's key recurring brand partnerships.
• ShopifycoreTechnology or Integration · 1 January 2021Treasure Tress's online store is hosted on Shopify Inc., which provides the e-commerce platform enabling product sales, payment processing, and storefront management. The Terms of Service explicitly reference Shopify as the hosting platform.
• CratejoycoreTechnology or Integration · 1 January 2018Treasure Tress's subscription management and customer data are powered by Cratejoy, a third-party subscription commerce platform. Cratejoy handles subscription billing, customer account management, and data processing. Treasure Tress's privacy policy references Cratejoy's privacy policy and notes that Cratejoy collects and processes customer data during website and application use.
• Royal MailcoreOthersRoyal Mail handles the dispatch and delivery of Treasure Tress subscription boxes in the UK. Tracking numbers are sent directly to customers by Royal Mail following dispatch. Monthly boxes are sent out every second week of each month.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• DevaCurl: Curly-hair-focused brand owned by Henkel, selling shampoos, conditioners, and styling products directly to consumers. Targets the same curly/wavy segment but with proprietary formulations rather than a curated-box model.
• Cantu Beauty: Major textured-haircare brand owned by KAO and recurring Treasure Tress partner (Cantu Batana Oil range featured in seasonal boxes). Comparable at the brand-portfolio level; competes for the same end consumer with broader global retail distribution.
• Birchbox: Pioneer of the beauty subscription box model offering curated samples and full-sized products. Comparable subscription mechanics (monthly cadence, pause/cancel, brand discovery) but broader beauty focus rather than textured-hair specialization.
• Carol's Daughter: Established textured-haircare brand founded by Lisa Price, now owned by L'Oréal. Competes in the same curly/coily/afro haircare category that Treasure Tress curates, but with proprietary formulations and mass retail distribution.
• Ipsy: Leading beauty subscription box offering monthly curated beauty product discovery at scale. Competes indirectly with Treasure Tress in the subscription-discovery model, but operates across all beauty categories rather than specializing in textured hair.

Emerging players

• TGIN (Thank God It's Natural): Textured haircare brand with a portfolio including popular hair butters, masks, and shampoos. Comparable to Treasure Tress partner brands with similar customer base and premium indie positioning.
• Pattern Beauty: Tracee Ellis Ross's textured haircare brand offering shampoos, conditioners, and styling products. Sells individual Pattern products on the Treasure Tress storefront and competes for the same curly/coily/afro consumer with a direct subscription/retail model.
• Mielle Organics: Major textured haircare brand and recurring partner inside Treasure Tress boxes (e.g., Kalahari Melon & Aloe). Recently acquired by P&G, Mielle is both a supplier and a comparable DTC textured-hair brand with similar community-led GTM.
• Camille Rose: Established indie textured-haircare brand with a multi-product portfolio (oils, butters, treatments). Comparable to the type of brand Treasure Tress curates into boxes, with similar community-led growth and influencer positioning.

Direct peers

• Bouclème: UK-based curl-focused haircare brand operating in the same geographic market and category as Treasure Tress. Sells directly via its own e-commerce site and through curated retailers, competing for the same UK textured-hair consumer with overlap on ingredient storytelling and curl-type targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks3 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TreasureTress
• Facebookfacebook.com/treasuretressbox
• Instagraminstagram.com/treasuretress
• Pinterestuk.pinterest.com/treasuretress
• TikToktiktok.com/@treasuretress
• Xx.com/TreasureTress
• LinkedInlinkedin.com/company/treasuretress

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Treasure Tress