iLocal News Archives

Small beauty business wins endorsement from Theo Paphitis

theo_largeBy AfroDeity Ltd

ELY, England, June 18, 2013 — /PRNewswire/ —

Small family company AfroDeity Ltd won the endorsement of TV Dragons’ Den star and entrepreneur, Theo Paphitis. On Sunday Alicia Thornthwaite, co-founder of AfroDeity Ltd, pitched her business to Theo during ‘Small Business Sunday’, a social media initiative set up by Theo in October 2010. Each week from the 100s of tweets he receives, only six businesses are chosen. This week AfroDeity Ltd captured Theo’s attention.

Theo retweeted Alicia’s message to his 360,000 followers and as a result, within just 48 hours, the business ( had 100s more followers and extra orders for their oils and butters from the Caribbean. They are also profiled on a new website ( that is exclusive to Small Business Sunday winners.

AfroDeity features and retails Caribbean Inspired natural hair and skin products. The ultimate goal is to help small farmers in the Caribbean and reinvigorate the declining agricultural industry by bringing natural healing oils and butters to the UK. Their main product line the signature Fountain Jamaican Oils Collection from which products are a mixture of oils and herbs grown in Jamaica is exclusive to AfroDeity.

Alicia Thornthwaite said, “We’ve been in business roughly two years and were looking at ways to grow. It is great to have support from Theo because it’s been difficult trying to raise the profile of our small business. Having Theo recognise our hard work and help spread the word about what we do at AfroDeity to his following is a tremendous boost.”

Alicia recently left her job where she worked as a drug surveillance scientist for just under eight years. Alicia and her mother Joliette (a former headmistress) founded AfroDeity on the knowledge of healing herbs, oils and butters passed down through the generations and culminating in Alicia’s great interest in science. As such combining beauty, science and their commitment to the rural Caribbean.

Theo is best known for appearing on Dragons’ Den on BBC Two. He is Chairman of Ryman Stationery plus Boux Avenue lingerie and Robert Dyas, as well as joint owner of Red Letter Days. Theo is also a mentor and investor to many other business acquainted via the Den including MagicWhiteboard, Wedgewelly and Value My Stuff.

For further information about Small Business Sunday please visit

For further information, photos and product samples, please contact Alicia Thornthwaite at AfroDeity Ltd [email protected].

SOURCE AfroDeity Ltd



Your email address will not be published. Required fields are marked *