Courtney Adeleye is stepping into a new chapter of Black hair care with Watch & Sea Beauty. The entrepreneur says the brand is completely new, not a rebrand of The Mane Choice.
This time, Adeleye wants to look beyond hair growth. Watch & Sea focuses on volume, strength, moisture and overall hair transformation. The brand also uses ingredients such as seaweed, sea kelp, algae and biotin.
For Adeleye, the new business also reflects years of learning about textured hair. She says many Black women struggle with dryness and scalp concerns. Her answer starts with something simple: paying closer attention to how often hair gets washed and moisturized.
Courtney Adeleye’s New Watch & Sea Brand Has a Bigger Haircare Vision
Adeleye wants people to understand that Watch & Sea is not simply The Mane Choice under another name. She explained that The Mane Choice was acquired and sold in 2019. Watch & Sea now has new formulas, ingredients and a different direction.
“This is a totally new. New formulas, ingredients, and direction.”
The biggest change is the brand’s focus. Adeleye previously centered much of her work on hair growth. Now, she wants women to think about the full health and appearance of their hair. That includes volume, moisture and strength.
Why Moisture Matters for Black Women With Textured Hair
Adeleye’s own hair journey helped shape her approach to the new brand. Like many Black women, she had to learn what worked best for her texture. She says washing hair more often can help address dryness and scalp problems.
“The simple fix is more frequent washing.”
Protective styles also play a major role in her haircare philosophy. Braids, wigs and weaves can help protect textured hair. However, Adeleye says the hair needs proper care before it gets tucked away.
Courtney Adeleye Shares Her Protective Style Haircare Advice
Adeleye believes a true protective style starts before the style itself. She recommends washing and deep conditioning the hair first. The goal is to treat the hair before covering it with braids, a wig or another style.
She also points to moisture loss as a concern. Water-based products can eventually evaporate from the hair. Therefore, she says products that remain on the strands can provide longer-lasting moisture.
Watch & Sea plans to address that need with products such as its hair butter. Adeleye says women can apply it before braiding their hair away. She believes the product can help keep the hair moisturized while protected.
Her Twist-Out Secret Starts With Wet Hair
Adeleye is also sharing her preferred method for getting a defined twist-out. She says she is firmly a wet-hair twist-out person. Her approach uses the Watch & Sea Twist & Braid Out Soufflé.
“I am a believer of doing a twist out on wet hair.”
However, Adeleye says patience matters just as much as the product. She recommends letting the hair become completely dry before taking out the twists. She warns that leftover moisture can allow humidity to affect the finished style.
She also favors cream-based styling products for textured hair. Adeleye says gels and mousses can work well. Still, she believes cream formulas offer an important moisture benefit.
Watch & Sea Uses Seaweed, Algae and Other Ingredients
The brand’s name connects directly to some of its featured ingredients. Watch & Sea products highlight biotin, seaweed, sea kelp and algae. Those ingredients are displayed prominently on the packaging.
Adeleye describes the minerals from seaweed and algae as bioavailable minerals. She says these nutrients can help hair feel softer, hydrated and moisturized. Her goal is to create formulas that work efficiently across different seasons.
She also says the products are designed for year-round use. While someone’s styling schedule may change, the product itself can remain part of their routine.
Courtney Adeleye Connects Black Haircare With Black Business
Watch & Sea arrives during Black Business Month, making the timing especially meaningful for Adeleye. She says Black-owned businesses often face limited access compared with other companies.
“If it takes a month that we have to carve out the year to highlight these brands, businesses and founders and CEOs, I think it could do nothing but help.”
Adeleye also highlighted the role Black women play in supporting Black-owned businesses. She described African-American women as some of her biggest supporters. That support, she said, can matter greatly when businesses struggle to access funding.
Her message goes beyond hair products. It speaks to the power of Black women supporting Black founders, especially when those businesses face barriers to growth. For Adeleye, that community support remains a major part of her entrepreneurial journey.
Watch & Sea Puts Black Hair Transformation at the Center
Adeleye’s new brand reflects a shift in how she talks about healthy textured hair. Growth remains part of the conversation. However, Watch & Sea puts greater attention on moisture, strength, volume and transformation.
That broader approach could resonate with women who want more than longer hair. Healthy hair also requires attention to moisture, scalp care, styling habits and daily maintenance. Adeleye’s advice focuses heavily on those practical areas.
Ultimately, Watch & Sea represents more than a new collection of hair products. It represents Adeleye’s latest effort to build from her experience with textured hair. It also gives Black women another Black-owned brand created with their hair needs in mind.
