Black people have long been the backbone of the beauty industry, driving trends, innovation, and culture while contributing billions of dollars to its success. Despite this, representation in ownership and leadership within the industry has historically been limited. Black women, in particular, continue to dominate as consumers, spending significantly on beauty products and services that cater to their unique needs. This influence is undeniable, yet Black-owned businesses in the beauty space remain underrepresented.
Two young women from Detroit arrived at Spelman College as freshmen, brought together as roommates by chance but connected by vision. Kelli M. Coleman and Anika J. Odegbo grew close over shared values, long conversations, and a deep commitment to building something meaningful. From their dorm room, they dreamed of creating a business that would go beyond profit to focus on purpose, legacy, and community empowerment. That dream eventually became The TEN, a luxury nail care brand born in Detroit, which is now preparing for nationwide expansion.
The TEN started in 2016 as the first luxury nail bar in downtown Detroit. Its founders built it as a space for beauty and self-care. It quickly grew into much more, becoming a hub for mentorship and entrepreneurship. Coleman and Odegbo designed The TEN to be a place where employees could gain skills to launch their own ventures. Many former staff members have since started their own businesses. This approach has made The TEN a model for what business can look like when it focuses on empowerment.
“So, Anika and I are friends and Spelman sisters. We ultimately met when we found out that both of us intended to attend. We decided to room together, and the rest is history, as they say. Both Detroit natives, I grew up in Southfield, Anika grew up in Detroit proper. We come from entrepreneurial families; we really understand the power of entrepreneurship to create generational wealth. It was always our respective goals to own businesses of our own in addition to carrying on our family’s entrepreneurial legacy. That’s sort of the origin of how we know each other, and that’s how The TEN came to be.” said Coleman.
Black people have long driven the beauty industry as consumers and trendsetters. They have shaped styles, introduced innovations, and contributed billions of dollars annually. A Nielsen report shows that Black consumers make up 86% of ethnic hair and beauty spending in the United States. Black women, in particular, lead these efforts, spending significantly on services and products designed for their unique needs. Yet, Black-owned businesses remain underrepresented in leadership and ownership roles within the industry.
Here in Detroit, Black women are changing this reality. They are reclaiming space and redefining what it means to lead. Detroit has always been known for its grit and creativity. Black women in this city are using those qualities to build businesses that center on community and inclusion. Coleman and Odegbo are a shining example of this. They have turned The TEN into a national movement for representation and ownership in the beauty industry.
“We were really inspired by the thought of generational wealth creation, building something for yourself, creating something. At some point later on, post-graduate time, we started to consider what it would look like to open up a business. We were living outside of Michigan, both of us in major metropolitan areas, and really going over what it would look like to open up a business. We also eventually wanted to move back and were both thinking about being a part of the redevelopment happening in the city,” said Odegbo. “So, this is circa 2014. Detroit is coming out of bankruptcy, there’s a lot of new money flowing in, a lot of people developing downtown. There’s a lot of focus on live, work, and play, but not as much focus around services for people. You may have restaurants, you can hang out at bars, a lot of new residential development—but what do people do? After bouncing ideas back and forth and brainstorming, the idea of a nail bar—a really well-done nail experience in the heart of downtown—came through all of that. We just got to work.”
Research from the International Franchise Association (IFA) highlights how franchising creates pathways for success. Studies from Oxford Economics reveal that franchise ownership is disproportionately higher among people of color and women. Coleman and Odegbo are using this model to expand The TEN into Georgia, Ohio, Texas, Nevada, Illinois, and North Carolina. These new locations will bring more than luxury nail care services. They will also offer job creation and opportunities for skill-building in underserved communities.
“We were both thinking about what to do when we came back home. I was living in Chicago, and she was living in New York. We were seeing nice concepts but nothing on a national scale. Nothing across different cities where you could comfortably experience the same nail experience. Even as early as 2016, we had this vision of growth. Originally, we thought we would do it all on our own, but it has evolved into something that we’d like to offer to others to take part in,” Odegbo said.
Each TEN location will remain rooted in the principles of mentorship and inclusion. Employees receive training that goes beyond technical skills. The focus includes professional development, financial literacy, and entrepreneurial preparation. Coleman and Odegbo believe in creating leaders. They have shown this by fostering an environment where their staff can thrive and grow into business owners themselves. This approach ensures that The TEN’s expansion reaches beyond profits to deliver long-lasting impact.
The TEN stands out as one of the few Black-owned franchises in the beauty industry. Its presence challenges an industry where Black influence is strong, but ownership has lagged behind. Coleman and Odegbo are proving that Black-owned businesses can lead at every level of the beauty sector. By entering new markets, they are setting an example for what representation can look like when backed by purpose and intention.
Detroit has always been fertile ground for Black entrepreneurs. Black women in this city are using their businesses to uplift their communities. The TEN is one of many examples of this growing movement. Coleman and Odegbo’s work reflects the importance of creating spaces that prioritize inclusion, excellence, and mentorship. Their success demonstrates what happens when leaders focus not only on their own growth but also on the success of others.
The TEN’s expansion into franchising will begin in Winter 2025 with the opening of new locations. Coleman and Odegbo are committed to ensuring these franchises reflect the same high standards as the Detroit flagship. Their goal is to replicate the supportive environment they created in Detroit across all future locations. Each franchise will serve as a space for job creation and community building.
Franchising allows Coleman and Odegbo to expand their impact while staying true to their values. Every aspect of The TEN’s growth is grounded in the belief that businesses should serve more than their bottom line. The founders have prioritized mentorship and leadership development from the beginning. This model has made The TEN a beacon for Black-owned businesses everywhere.
Black women have always been leaders in their communities and industries. Coleman and Odegbo are continuing that legacy. They are showing what can happen when Black women lead with purpose and vision. Their work is opening doors for others while raising the standard for excellence and inclusion in the beauty industry.
As The TEN expands, its founders remain committed to the principles that have guided them from the beginning: excellence, inclusion, and empowerment. Coleman and Odegbo are redefining what it means to lead in the beauty industry, creating spaces where luxury meets purpose and success is shared. Their work is a testament to the power of Black women to transform industries, communities, and lives. For Detroit, for Spelman, and for Black women everywhere, The TEN is a source of pride and inspiration—a shining example of what’s possible when we invest in each other and lead with purpose.
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