The Mane Choice — a well-known hair care brand for natural and curly hair — has been acquired by MAV Beauty Brands, a Canadian beauty group.

MAV Beauty Brands (MAVBF) — a global personal care company — already has several major beauty brands under its umbrella, including Marc Anthony True Professional, Renpure, and Cake Beauty, a vegan and cruelty-free hair and skincare brand.

Courtney Adeleye founded The Mane Choice in 2013 as a way to combine her passion for health with her passion for hair and beauty. Together with her husband, they formulated a science-based product line to help women and men in the African diaspora take care of their natural hair.

As of September 30, 2019, The Mane Choice reported a net sales of over $24 million. In their Q3 financial report, MAV Beauty Brands lauded The Mane Choice’s strong and authentic branding as well as its solid profit margins.