How Jamelia Donaldson Built the Largest Beauty Box in Europe and the Middle East
Black women are an "invisible demographic" — 2% of the UK population, but among the highest beauty spend as a share of income of any consumer group. What gets measured gets managed. Jamelia built a data business disguised as a subscription box, and the data made a billion-dollar market legible for the first time.
Guest
Jamelia Donaldson
referenced
British entrepreneur and founder of Treasure Tress, a subscription box service for natural and textured haircare products focused on children of color, which became one of the most recognized Black-founded beauty businesses in the UK.
JAMELIA DONALDSON: What gets measured gets managed. At face value people look at the UK — Black women only represent 2% of the population — and they think it doesn't matter. Only through data could I get people to listen.
The Context
Dyke & Dryden
Referenced by Jamelia Donaldson as a foundational example of Black-owned beauty entrepreneurship in the UK — the historical precedent that proved the market existed and could be served, setting the context for what TreasureTress builds on today.
Len Dyke and Dudley Dryden, founders of Dyke & Dryden
Source Material
In this episode