JAMELIA DONALDSON, she/her

Founder | CEO - TreasureTress

Jamelia Donaldson is the founder and CEO of TreasureTress — a monthly product subscription service for girls and women with kinky-curly hair and also the co-creator of The Teen Experience, a monthly workshop series which offers young black women to attend a series of personal development workshops for teens. Launched in 2015, TreasureTress has built a connected and unique community, with thousands across the UK interconnecting both online and IRL.

Inspired by Jamelia’s want for her niece to have a better natural hair care experience than she did growing up, the entrepreneur also cites frustration with the access to quality hair products in the UK as a motivator for the business’s conception.

An antidote to the beauty industry’s lack of connection with their Black consumers, Jamelia has also developed a consultancy arm to the TreasureTress offering, with the aim of guiding brands across the world into the right spaces and in expertly considered ways.

Now in its seventh year, TreasureTress is continuing to reframe the narrative around natural hair care in the UK and the way Black consumers view and reflect on their natural beauty, all whilst propelling the culture and Black haircare revolution forward.

Jamelia has been featured in Forbes, Buzzfeed, Good Housekeeping and Pride Magazine just to name a few. In 2021 Jamelia received AdWeek Europe’s Future Is Female Award. Following the success of the initial white paper, Jamelia has also just recently released the brand’s first official TREND REPORT: The Untapped Opportunity: in the UK Afro Hair Market.