Meet the winner of our competition to find the Best New Black-owned Beauty Brand

During our Pop Up in Covent Garden we held a competition to find the Best New Black-owned Beauty Brand. Our judging panel of Irene Shelley, Editor in Chief of Black Beauty & Hair Magazine, Ronke Adeyemi from Brown Beauty Talk and beauty entrepreneur Jade Phillips from Mane Hook-Up choose a winner from five worthy finalists in Seekology’s competition to find the Best New Black-owned British Beauty Brand.

The competition was organised by Seekology’s founder Rebecca Saunders, who said: “I wanted to create a new initiative with real impact and longevity to support and celebrate Black founders in the beauty industry.” 

 The Winner

And now without further ado - the winner of the competition: Laurelle Darroux from Sleepgoddess. There was palpable excitement in the room when Laurelle described her shower mists - we can’t wait to try Peppermint & Eucalyptus. 

Laurelle says: “I am truly honoured to have won this competition. To have my new small and independent business represented at Seekology presents a wonderful platform for Sleepgoddess as a Black-owned business. This fabulous opportunity also validates the desire for my product… Being a solopreneur who started this business online in lockdown has at times been isolating; it is a breath of fresh air to get the products out into bricks and mortar which shares the same values of diversity and sustainability.”

The competition prizes include space in a Seekology pop up shop later this year as well as mentoring from Seekology founder Rebecca herself. Rebecca was astonished by the number and calibre of applications: “It was fantastic to see the number of entries; several businesses that entered would be a great fit for Seekology, and I was also delighted to see so many brilliant female entrepreneurs put themselves forward. Laurelle is an incredibly worthy winner – her innovative products tap into the zeitgeist around sleep, plus I love her personal story and hope Seekology can make a real difference to the success of Sleep Goddess.”

Watch this space to shop Sleepgoddess at Seekology soon!