Rooted in faith, science, and self-discovery, start-up enterprise Anointed Treasures has, over the past three years, steadily built a reputation in Jamaica’s expanding natural beauty industry — raising the bar for quality hair and skincare products that consumers can trust.

Founded by CEO Tashieka Bascoe, the brand is more than a business; it is the result of a deeply personal journey shaped by resilience and purpose.

After losing her job in 2023 Bascoe turned inward, dedicating time to self-care while confronting long-standing challenges with her natural hair. What therefore began as a personal exploration soon evolved into a business idea grounded in solving real problems.

Determined to build her expertise, the founder and CEO moved to conduct extensive research and attended workshops at the Scientific Research Council, where she learned the science of product formulation. This experience later sparked a much broader mission focused on helping others to better understand and care for their natural hair and skin.

“I started the business because I wanted to make a difference in society,” Bascoe shared. “There are so many people struggling with acne, psoriasis, and not knowing their hair type or what it needs. With this company, we are working to change that,” she said in sharing her reasons for starting the company with the Jamaica Observer recently.

Created to address common skin and hair concerns, Anointed Treasures specialises in natural personal care products, including beauty oils, hair growth oils, and handcrafted soaps. Its mission resonates strongly with a core customer base made up largely of young Jamaicans, who consistently turn to the brand for solutions to acne and skin discolouration.

Among its standout offerings is turmeric soap, widely praised for its effectiveness in treating acne, dark spots and hyperpigmentation. On the haircare side, rosemary oil remains the top-selling product, while beard oil is quickly gaining popularity among Jamaican men embracing grooming as an essential part of personal style and confidence.

“As more Jamaican men take pride in grooming their facial hair, we have developed our beard oil to hydrate, soften and smooth the skin underneath. It also reduces itching and nourishes hair follicles,” Bascoe noted.

Touting the company’s commitment to natural ingredients as an important part of the manufacturing process, the CEO further said that all products carried by Anointed Treasures were made to deliberately appeal to a health-conscious market, one focused on seeking safer hair and skincare alternatives.

“Our products are free from harmful chemicals and preservatives and customer testimonials shared on Instagram have become a powerful marketing tool, helping us in this regard to also grow the brand organically,” Bascoe said, while noting that by carefully explaining the benefits and uses of each product, she has also been able to convert casual interest into immediate sales, while building a loyal base of repeat customers.

Describing herself as the “head cook and bottle washer,” Bascoe manages nearly every aspect of the business with the support of one staff member. From sourcing — and even growing — ingredients to production, marketing, accounting and sales, she remains deeply involved in daily operations, though she hopes to expand her team as the business grows.

After witnessing the company’s biggest milestones in 2024, when the first batch of products for her company was exported to an overseas salon, she said this marked the first major step towards international expansion.

Upbeat however about the prospects for growth, Bascoe’s said her hope for the business over the short to medium is for the Anointed Treasures brand to become a household name, both locally and globally.

“My goal for the next three to five years is to see my products carried by large pharmacy chains such as Fontana and also at international airports,” she said, while noting management’s intention to further scale production expand product lines and procure modern equipment.

CEO of Anointed Treasures Tasheika Bascoe speaks with Minister of Industry, Investment and Commerce Aubyn Hill and assist him testing one of her products during a business road show event

Customers supporting Anointed Treasures products at an exhibition

Bascoe said she started the company to cater to people who like her has been struggling with their hair and skincare needs

Among standout offerings are the turmeric soap and rosemary oil products developed by Anointed Treasures