Judy Koloko has achieved a major milestone for Black-owned businesses with her premium haircare brand, The Steam Bar. The British-Nigerian entrepreneur’s company became the first Black British-owned brand accepted into Sephora’s Accelerate Program, opening new doors for the business in the United States.
The achievement reflects years of determination, careful planning, and a belief that Black consumers deserve premium products made with their needs in mind. Today, The Steam Bar is expanding its reach while encouraging people to care not only for their hair but also for themselves.
Judy Koloko Builds The Steam Bar Into a Sephora Success Story
Koloko recently traveled to Atlanta to celebrate The Steam Bar’s arrival at Sephora during an event held at The Dirty Tea, a Black woman-owned tea room. The celebration marked another important step for a brand that began with one bold idea.
The Steam Bar earned a place in Sephora’s Accelerate Program in January 2025. It became the first Black British-owned company selected for the prestigious initiative. After completing the program later that year, Sephora invited the brand to officially join its product lineup, helping introduce it to a larger U.S. audience.
Leaving Fashion Behind to Follow a Bigger Purpose
Before launching The Steam Bar, Koloko enjoyed a successful career in the luxury fashion industry. Her work brought her into the same circles as influential names, including Karl Lagerfeld, Anna Wintour, and Miuccia Prada.
However, she decided to leave that career because she wanted to build something with greater purpose.
“In my mid-40s, I pivoted,” Koloko said. “I had an amazing career. I’ve traveled the world. I gave it all up because I thought this is going to be bigger than all that. And this has got more purpose for me.”
Her frequent international travel also exposed a problem. She often struggled to find quality products designed for Black hair. Rather than accept that gap, she decided to create the solution herself.
How One Laptop and a Big Idea Launched The Steam Bar
Koloko says she walked into Selfridges carrying only her laptop and a vision for a premium haircare brand focused on scalp health. She explained her concept to the retailer, hoping someone would believe in her idea.
“I literally walked into Selfridges with just my laptop and said, ‘I’ve got this idea.'”
Executives at Selfridges were impressed by her proposal. According to Koloko, they encouraged her to launch exclusively with them instead of approaching another luxury retailer. The Steam Bar officially debuted there at the end of 2023 before expanding through Sephora.
The Steam Bar Focuses on Healthy Hair and Healthy Scalps
The Steam Bar offers products designed especially for textured and curly hair. Its lineup includes a clarifying shampoo, hydrating conditioner, scalp balance serum, detox scalp mask, satin bonnet, and its popular microwaveable steam cap, which quickly sold out online.
Koloko believes healthy hair starts with a healthy scalp. That philosophy shapes every product the company creates. She also wants customers to enjoy an experience that goes beyond buying haircare.
Looking ahead, she sees Atlanta as a natural home for the brand because of its influence on Black beauty and hair culture.
“Atlanta has always been the hub for Black hair,” Koloko said. “It’s not just about the amazing haircare treatment; it’s the service, it’s about the education, it’s about being part of the community, and ultimately, it’s about feeling good about yourself.”
A Brand Built on Confidence, Identity, and Community
The Steam Bar’s signature message, “What Lies Beneath,” carries meaning beyond scalp care. While the products focus on hair health, Koloko says the slogan also encourages people to discover their deeper purpose.
“What lies beneath should be, ‘Who am I? What is my purpose? What is my calling?’ What this mission is about is us loving ourselves, honoring our crown.”
The company’s green and gold packaging also celebrates Koloko’s Nigerian heritage. Together, the branding reflects her belief that beauty begins with confidence, self-worth, and cultural pride.
Family Inspires Judy Koloko’s Bigger Mission
Koloko says her children remain her greatest source of motivation. Her son is currently attending college on scholarship. Her daughter, now 31, has cerebral palsy, blindness, and epilepsy after suffering a brain injury as an infant.
Despite those challenges, Koloko describes her daughter as a constant inspiration.
“She’s blind, and she’s epileptic, but she is a gladiator,” Koloko said. “She is the reason I am the woman I am today.”
She hopes one day to build a care home that will become her daughter’s lasting legacy. For Koloko, The Steam Bar represents more than business success. It is part of a larger mission to serve people who often go unseen and unheard.
Although she enjoyed years of success in fashion, she says building The Steam Bar has given her the greatest sense of fulfillment. Through the brand, she hopes to empower people to embrace their identity, celebrate their crowns, and believe they belong.
