Madison and White was founded by Kamela Hurley at the start of 2015. After a disaster DIY hair experiment, she was at a local beauty supply store where she found satin pillowcases for sale. One touch of the cheap satin pillowcases and she knew she could do better.  On impulse, she began research on textiles, benefits, and created samples based on that research. After just one night of sleep on her pillowcases, she couldn't believe the difference. Her morning hair wasn't messy, she didn't have sleep wrinkles, and her skin and hair felt more hydrated. She was so amazed by the difference that she made pillowcases for all the ladies in her family. Her family started talking and sharing with their friends and that's when the orders starting happening.
Founder Kamela Hurley of Madison and White


In a week, Kamela had over $500 pillowcases in orders from friends and friends of friends from Los Angeles to Toronto.

Without telling the world, Kamela opened a store on Etsy. Within the next week, she got a call from the beauty editor, Jill Dunn (Co-Host of Breaking Beauty Podcast) who created a segment for the The Marilyn Denis Show on CTV, a nationwide morning talk show in Canada on par with Live with Kelly and Michael or The View in The States, that they wanted to feature her pillowcases on the show! Literally, overnight, her business was born. 


Could you start from the beginning?

It all got started on New Year's Day in 2015, I used Pinterest to create vision boards of how I would like my life to change. The boards I created were also a way to set up my resolutions for the year. At that time I was the primary stay-at-home mom to two children that were ages three and one so it was a challenge to do anything, but I believed that self-care is part of the way to help care for others. Of those Pinterest boards that I created, two still come to mind:

1. Upgrade My Appearance. Yes, I love yoga but that didn't mean wear yoga pants every day. After creating that Pinterest board, I organized and made edits to my entire wardrobe and discovered it wasn't hard to pull an outfit together in a flash, and that I loved taking the time to do my hair and makeup. It might seem duh-yeah I already know this but as a new mom, it was a huge change for me. It had a huge impact on my overall sense of wellbeing! It's why I always advocate that women take time to look their best every day. It just makes things go better!

If you don't believe it, try it for a month. You won't laugh at the idea anymore. You'll be hooked on showing up every day with confidence and enthusiasm to tackle challenges.  I also want to point out that Madison and White's has this unofficial motto that is printed on every single pillowcase tag: LOOK GOOD. LIVE WELL. DREAM BIG. I want women to know and feel how fabulous they are so that they can take inspired action to make their dreams come true!

2. Launch a Business. Yes, that was another Pinterest board that I created. I had no idea it was going to happen so fast but it also took that hair screw up you read about earlier to discover the basis of Madison and White. Look those vision boards really changed my life!

What else shifted in your life as you launched this business?

I started this idea in 2015 and literally changed my life in on so many levels including my appearance. In 2016, I was making huge changes on the inside. I was still selling my pillowcases at Holiday festivals, selling in church basements, and learning how to scale my business one pillowcase at a time. For me and my world, that didn't translate to smooth sailing on the family front. In 2018, I became a single-mom that was launching my first business, which to be honest I don't recommend to anyone. LOL. One of my favorite movies is Joy with Jennifer Lawerence.

Joy with Jennifer Lawrence and Bradley Cooper

It's the story of woman who wants a better life and as she starts to show up and chase her dream, it makes other people change too. I don't want to spoil the movie but Joy is a single-mom rises up by authenticly chasing her destiny and becoming the founder that she was destined to be. Rent this movie next weekend and get empowered. 

Jennifer Lawrence in the movie Joy

What Does the Name Madison and White Mean? 

I love movies. Madison and White is named after one of my favorite movies, Splash, with Tom Hanks and Darryl Hannah. It's about a mermaid named Madison stuck in Manhattan. The second part of the name is inspired by the color white, which reminds her of walks along the Southern California beaches collecting white seashells, ocean-smoothed glass, and white sea foam.