Ike Sikuade

MA work

Notes Beauty

NotesBeauty.com | 'Notes Beauty' challenges the notion of one standard of beauty.

When formulating a product, traditional beauty companies typically choose one ideal customer persona (usually Caucasian, straight hair) and creates a formula for them only, ignoring the millions of women who do not fit their standard of beauty. Notes explores how this process can be turned on its head.

By empowering consumers to tailor their beauty products,  Notes Beauty aims to break down stereotypes of what 'good' looks like, starting with haircare. Every bottle is printed with a pattern which represents and celebrates each of the 4 hair types: Wavy, Straight, Curly and Coily.

Info

  • MA Degree

    School

    School of Design

    Programme

    MA Global Innovation Design, 2018

  • I am interested in creating, growing, and guiding the next generation of consumer-facing companies. I focus on using design to create thoughtful products that delight customers and are commercially viable. After spending a number of years in finance, helping large companies grow larger, I set my sights on helping startups leverage design to compete with big fishes.

    My 1st project 'Notes Beauty' challenges the notion of one standard of beauty. By empowering consumers to tailor their beauty products, Notes Beauty aims to break down stereotypes of what 'good' looks like, starting with haircare.

    My 2nd project 'Notes Party' challenges sustainability in party games and celebration productions. When was the last time you played with a deck of cards not coated in lacquer? or bought a game that wasn't shrink wrapped? As consumers become more aware of the problem of plastic waste, I explore how the supply chain can be altered to remove plastic from our games to create a niche, environmentally-friendly consumer games brand.

  • Degrees

  • MEng Chemical Engineering & Chemistry, University of Sheffield, 2010
  • Experience

  • Advisor, Virgin Startup, London, 2017 - current; Finance, HSBC Bank, London, 2010 - 2015; Chemist, Scentelier Perfume, Glasgow, 2011 - 2014
  • Awards

  • Black British Business Awards;