Plantmade, the fast-growing UK beauty brand known for its plant-powered hair and skincare products, has confirmed the departure of its founder, Ama Amo-Agyei, following the company’s transition to new ownership earlier this year.
Amo-Agyei, who launched the brand in 2020 with just £100 during the pandemic, announced on LinkedIn that she is closing her chapter with the company after five years of rapid growth, operational hurdles and significant public visibility.
“After 5 unforgettable years, my chapter with PLANTMADE has come to a close,” she wrote. “What started as an idea in my childhood home with £100 became the best outcome I could have ever imagined. Together, we built something that changed lives, including my own.”
Administration and Change in Control
According to filings cited by The Times, Plantmade entered administration in June 2025 with about £1.8 million in debt, including obligations to banks, HM Revenue & Customs and private creditors.
The company recorded £5.3 million in revenue in 2024 but also posted a loss of £671,000 that year.
Plantmade’s assets were acquired in a pre-pack sale by Crown Holdings, led by UK entrepreneur Toni Fola-Alade, for approximately £30,000.
The new owners invested additional capital to stabilize operations, fulfil outstanding orders and retain more than 15 staff members.
Initial plans called for Amo-Agyei and her founding team to remain involved during the transition, but the company later stated this “proved unworkable,” confirming that she, her brother Fred and her husband Travis Hill are no longer part of the business.
Statement From the New Owners
In an Instagram post addressing customer concerns, the new Plantmade leadership said the company “is and remains a wholly Black British owned brand,” adding that its in-house, women-led production team continues to craft the products.
“We’re committed to nurturing what was planted,” the statement read. “The roots remain the same and the branches are growing globally.”
The team expressed gratitude for Amo-Agyei’s role in establishing the brand and reaffirmed its commitment to maintaining product quality and expanding access.
Customer Reaction: Calls for Clarity, Concern About Quality and Loyalty to the Founder
The announcement of the founder’s departure sparked intense discussion across Plantmade’s social media channels, particularly on Instagram, where long-term customers shared concerns, frustrations and questions about the company’s future.
Many commenters voiced distrust toward the new ownership, citing the temporary disabling of comments on certain posts and asking for greater transparency around the circumstances of the acquisition.
Others said they had not been aware that the company entered administration until recent media reports surfaced.
A major theme was uncertainty about whether the product formulations and quality would remain unchanged without Amo-Agyei and her team.
Customers also repeatedly asked whether the brand is still Black-owned and requested direct introductions from the new leadership.
Some loyal customers publicly stated they would no longer buy from the company following the founder’s exit, while others appealed for live conversations or detailed explanations from the new owners.
Several users also reported customer service issues, including delayed or incomplete orders and challenges unsubscribing from marketing emails.
Not all responses were critical. A smaller group of commenters emphasized that the company had been in serious financial trouble, suggesting that new ownership prevented a full shutdown and preserved jobs.
These users expressed hope that Amo-Agyei would return with new ventures and noted that the brand she built was strong enough for others to invest in its future.
A Breakout Brand Built From Necessity
Amo-Agyei’s departure marks a significant moment for one of the UK’s most compelling bootstrapped beauty stories.
Plantmade rose quickly on the strength of organic social media marketing, consistent customer engagement and community-driven storytelling.
Shoppe Black previously profiled the company’s rise in its feature Laid Off and Losing Hair, She Turned £100 Into Plantmade — a £12.5M Beauty Brand, documenting how Plantmade grew from kitchen-table formulations to millions in revenue, a 6,000-sq-ft warehouse and a global customer base across the UK, U.S. and beyond.
The brand’s journey also included major operational hurdles, including a costly rebrand triggered by a trademark dispute, high staffing costs and the cash-flow demands of in-house manufacturing.
What Comes Next
Amo-Agyei has expressed plans to remain in the beauty and wellness industry and intends to document her next steps publicly.
While she has not announced any new ventures, she noted that the lessons from building Plantmade have prepared her for future projects.
“I’m proud of what we built, the people we’ve served and the impact we’ve made,” she wrote. “Everything I’ve learned and every lesson along the way has shaped what’s coming next.”
Plantmade continues to operate under Crown Holdings, with its new leadership indicating that additional product developments are underway.
