Pioneers of Black British Business: The Inspiring Story of Dyke & Dryden’s Founders

Len Dyke, Dudley Dryden, and Tony Wade are names that resonate as trailblazers in British business history. These three men – two from Jamaica and one from Montserrat – overcame humble beginnings and racial barriers to build Dyke & Dryden, the UK’s first Black-owned multi-million-pound enterprise. Their journey from Caribbean immigrants in 1950s London to self-made moguls by the 1980s is a story of vision, resilience, and community spirit. This inspiring tale of entrepreneurship highlights how they turned an underserved market into a thriving business empire, uplifted Black identity, and opened doors for future generations.

Early Lives and Partnership

Len Dyke and Dudley Dryden both hailed from Jamaica and arrived in Britain during the 1950s, part of the Windrush generation seeking new opportunities. Len Dyke had been raised in Clarendon, Jamaica as the youngest of 11 children, with a father who was a school headteacher instilling in him ambition and education. In Jamaica, Len trained as an electrician and even served as an ordained minister, preaching across districts before emigrating in 1955. Once in London, however, he encountered limited job opportunities due to racial discrimination and pivoted to community activism. He co-founded several community organizations – from the West Indian Standing Conference to the UK Caribbean Chamber of Commerce – and even helped establish Britain’s first credit union in North London to serve Caribbean immigrants excluded from mainstream banking. Dudley Dryden, who also settled in London from Jamaica, initially joined Len as a “sleeping partner” in a nascent business venture, but quickly became an equal partner sharing Len’s vision of economic self-reliance for their community.

Tony Wade, born in Montserrat, came to the UK in 1954 at age 22 with plans to study public administration. Like many new arrivals, he was shocked by the harsh living conditions and blatant racism he faced in the “motherland”. Tony started out washing dishes at a London café while studying by night to improve his English and business skills. He later found work in accounting, but his entrepreneurial spirit led him to launch a small trading company of his own. In the mid-1960s, Tony crossed paths with Len and Dudley – likely through London’s close-knit Caribbean community and business forums. Len and Dudley had started a modest enterprise in 1965, selling West Indian records and arranging travel for fellow immigrants, but their operation was struggling to grow. Impressed by Tony’s experience and drive, they invited him to review their business and potentially join forces. After careful consideration, Tony agreed. In June 1968, he formally joined Len Dyke and Dudley Dryden as a partner – becoming company secretary and marketing director – and Dyke & Dryden Ltd as a three-man team was born. This partnership would prove transformational, aligning Len’s and Dudley’s community knowledge with Tony’s business acumen and determination to succeed against the odds.

Building a Business for a Neglected Community

When the trio united, they quickly realized their venture needed to address a pressing unmet need. In late 1960s Britain, Black women were virtually invisible to the beauty and cosmetics industry. Mainstream stores did not stock products for Black hair or darker skin tones, leaving the growing Afro-Caribbean population underserved. Dyke & Dryden’s founders saw an opportunity: why not supply the hair oils, skin creams, wigs, combs and cosmetics that Black Britons were clamoring for? Tony Wade in particular championed this refocus – he observed that the demand for Black hair and beauty products far outstripped the niche record sales they’d been making. Despite advisors warning them against diving into cosmetics (an unknown field for them), the partners trusted their instincts about their community’s needs. They promptly cleared out their excess record inventory in a “fire sale” and poured their energies into becoming specialists in Afro-textured hair and beauty supplies.

In 1968, Dyke & Dryden opened their first shop at West Green Road in Tottenham, North London, stocked wall-to-wall with hair pomades, skin lotions, wigs, and makeup that catered specifically to Black customers. At last, there was a place where Black Britons could find products suited to them – from American Tan hosiery (one of the only suitable brown-toned stockings at the time) to specialty shampoos and conditioners. The response was overwhelming. Customers flocked from across London and beyond; the store became a hub for the Black community, buzzing not only with commerce but conversation and cultural connection. Upstairs above the shop, the founders even ran a travel agency and community support desk, assisting locals with everything from booking trips home to the Caribbean, to navigating passport applications and citizenship papers. Dyke & Dryden wasn’t just selling products – it was serving as an early community center and symbol of Black consumer empowerment.

Buoyed by success, the business expanded rapidly in the 1970s. They opened additional shops in other London neighborhoods (like Hackney and Brixton) and even one in Birmingham. They also set up warehouse distribution centers to import goods in bulk and supply smaller Black-owned shops and salons around the country. In an era when 80% of Black hair products in Britain were still being imported from the US, Dyke & Dryden created a vital supply network on home soil. The founders truly understood their clientele: if a product Black customers wanted didn’t exist, they innovated to make it. They collaborated with a London chemist to formulate the UK’s first home-grown hair perming gel (branded “Super Supreme Curl”) to capitalize on the rising popularity of curly styles. They developed a chemical relaxer for those desiring a straight-hair look, which took off especially after the American company SoftSheen partnered with them in the 1980s. And when they noticed the iconic afro comb – a 1970s emblem of Black pride – was hard to find, they tenaciously convinced a manufacturer to produce them in bulk. Demand exploded, turning that fist-picked comb into a mass-market item that Dyke & Dryden distributed, literally crowning many an Afro hairstyle with a statement piece of identity.

By the early 1980s, Dyke & Dryden had grown from a single storefront into Britain’s first Black-owned business empire, encompassing six shops, multiple warehouses, and even a manufacturing arm producing hair care products. In 1983, they launched the Afro Hair & Beauty Show, an annual exhibition each spring that showcased the latest Black hair styles, beauty trends, and products. This expo – the first of its kind in London – became a cultural phenomenon, drawing large crowds and media attention to celebrate Black beauty on a grand stage. (Notably, the Afro Hair & Beauty Show still runs today, decades after its inception.) During this heyday, the very name “Dyke & Dryden” became synonymous with “all things Black and beautiful” in Britain. Their brand represented quality and pride: the shelves of hair sheens, pomades, wigs, weaves and cosmetics in their stores affirmed that Black women (and men) deserved products tailored to their needs. What had started as a small venture was now a cultural and economic milestone – a thriving enterprise built by Black Britons for Black Britons, at a time when such success was unprecedented.

Overcoming Racial Barriers

None of this remarkable success came easy. Dyke, Dryden, and Wade built their business against the backdrop of a racially biased commercial environment that threw up obstacles at every turn. In the 1960s, British banks flatly refused to lend to Black entrepreneurs, viewing minority-run ventures as too “risky” simply because of the owners’ skin color. As a result, the trio had no choice but to bootstrap the company with their own savings and reinvest every penny of profit to fuel growth. In fact, when Len Dyke first proposed starting a business, many of his fellow community activists agreed it was a good idea in theory – but none besides Dudley Dryden were willing to stake money on a Black-owned enterprise. This lack of access to capital made the founders resourceful and determined. They pooled what funds they had and learned to operate efficiently. Tony Wade would later note that in those days “funding challenges” were constant companions to their venture, but they simply worked harder and thought creatively to overcome them.

Securing retail spaces for their shops was another battlefront. In one case, when Dyke & Dryden sought to open a branch in the Ridley Road Market area of Hackney, they encountered open racism from local landlords who were unwilling to rent to Black businessmen. The partners had to enlist a sympathetic white friend – a local Jewish businessman – to lease the property on their behalf, disguising the true proprietors to get a foot in the door. Even after acquiring the shop, they faced hostility from certain neighbors and vandals: the only Black-owned store in that market, Dyke & Dryden’s Hackney outlet was subjected to vandalism and abusive graffiti by those who resented its presence. Yet, the founders refused to be intimidated. They kept repairing the damage and serving customers with a smile, embodying perseverance in the face of prejudice.

Perhaps the most dramatic challenge came when British Rail (BR) announced plans to demolish their Hackney shops to build a new train station on the site. Sensing that this sudden “development” excuse was a ploy steeped in institutional racism, the three men decided to fight back rather than accept a payout and relocation. It was David vs. Goliath – three Black entrepreneurs versus a national rail corporation – but Len, Dudley, and Tony marshalled community support and legal action to resist the eviction. Local customers and supporters rallied behind them, signing petitions by the thousands. Dudley Dryden, who by then was vice-chair of the Hackney Race Relations Council, helped bring local officials to their side. After tense hearings, the council refused BR’s station plan and a tribunal upheld the decision: Dyke & Dryden could stay. The victory was not just for the business but for the community’s right to exist and thrive in that space. Through episodes like this, the founders proved themselves as much activists as entrepreneurs – willing to challenge discrimination head-on.

Even within the beauty industry, they had to break down doors. Major suppliers were initially hesitant to partner with a Black firm, so Dyke & Dryden often had to travel directly to the United States to source products, forging their own supply chains across the Atlantic. Some manufacturers scoffed at new products tailored for Black consumers – for instance, several factories rejected the idea of mass-producing Afro combs, claiming the market wasn’t big enough, until the partners’ persistence proved otherwise. Each hurdle ultimately steeled their resolve. By excelling despite a biased system, Dyke, Dryden, and Wade paved the way for future Black-owned businesses to face fewer hurdles. They showed banks and suppliers that a Black enterprise could be profoundly successful – and in doing so, they helped erode some of the very prejudices that had stood against them.

Triumphs, Impact, and Community Leadership

The accomplishments of Len Dyke, Dudley Dryden, and Tony Wade are monumental by any measure. In an era when the phrase “Black business” was considered an oxymoron in Britain, these men built a company that by the mid-1980s boasted an annual turnover of around £5 million – a staggering achievement at that time for a Black-led enterprise. They became, quite literally, Britain’s first Black millionaires in the world of business. More importantly, they reinvested their success back into the community. Dyke & Dryden became the largest provider of trade credit to Black hairdressers, beauty salons, and small retailers, offering stock on credit to help other Black entrepreneurs get on their feet when banks wouldn’t lend to them. In effect, they created an ecosystem of Black business support, understanding that helping others succeed would only grow the market and strengthen the community.

Their influence on Black identity and self-expression is perhaps their proudest legacy. By stocking products that let Black women care for and style their hair properly – whether embracing natural afros or using relaxers and wigs – Dyke & Dryden empowered individuals to present themselves with confidence and pride. In the 1970s, a time of “Black is Beautiful” cultural movement, their afro combs and cosmetics weren’t just merchandise; they were tools of affirmation. The annual beauty showcases they organized, such as the Miss Dyke & Dryden pageant and grand balls, became celebrations of Black beauty and talent. These glamorous events drew wide attention and made contestants into local celebrities, further boosting confidence and representation. As one contemporary observer noted, by the 1980s “within the black community Dyke & Dryden signified black pride, refinement and elegance.” They quite literally changed how Black British people saw themselves in the mirror, and how society at large saw Black consumers – as a vibrant market force to be respected.

Beyond business, Len, Dudley, and Tony also distinguished themselves as community leaders and philanthropists. Their shops often doubled as meeting spaces for community groups and youth clubs, and the company made regular donations to local causes and charities. All three men believed strongly in education and opportunity for the next generation. Tony Wade in particular devoted time to initiatives promoting youth employment and training. He served as a director on the North London Training and Enterprise Council and on the board of the national Business in the Community organization, leveraging his experience to open doors for young people. Len Dyke and Dudley Dryden similarly lent their voices to community boards – Dudley was active in race relations advocacy, and Len never forgot his activist roots from the Notting Hill civil rights era.

In recognition of his contributions, Tony Wade was honored with an MBE in 1987 for services to business and community. But perhaps more telling than any official accolade was the genuine affection the community had for these men. Customers lovingly called Len, Dudley, and Tony “the Cosmetic Kings”, and their Tottenham flagship store was sometimes simply referred to as “the house of beauty.” They were mentors to other Black business owners and routinely offered advice and mentorship. Even outside the UK, their impact was felt: after retiring, Tony returned to the Caribbean and chaired the Montserrat Volcano Relief Trust in the late 1990s, helping rebuild his homeland after a natural disaster. It was another example of the ethos all three partners shared – lifting others up as they climbed.

By the 1990s, facing intense competition in the now booming Black beauty sector (increasingly dominated by larger American and Asian-run corporations), the founders decided to sell Dyke & Dryden to a larger company and wind down their involvement. Len Dyke and Dudley Dryden retired in 1987 after SoftSheen (a U.S. industry giant) acquired a controlling stake, and Tony Wade stayed on a bit longer until a final sale in the late 1990s. By then, they had achieved what they set out to do – firmly establish Black haircare and beauty as a thriving, permanent industry in Britain. The fact that many competitors had entered the field was itself a testament to Dyke & Dryden’s pioneering success. As Rudi Page, a former employee, fittingly described, they were “Caribbean titans” – men of vision, steel and action, who challenged stereotypes and stayed true to their community’s aspirations despite unrelenting obstacles.

Inspiring a New Generation

The story of Len Dyke, Dudley Dryden, and Tony Wade is more than a business success story – it’s a lasting inspiration. At a time when young Black entrepreneurs in Britain still face challenges, these three pioneers serve as shining examples of what’s possible. Their journey symbolizes the power of perseverance, innovation, and community support. They showed that identifying a need in your community and fulfilling it with excellence can not only yield financial success but also uplift thousands of others. Every Black-owned barbershop, hair salon, or beauty supply store on Britain’s high streets today owes a debt to Dyke & Dryden’s legacy. They were the ones who proved the market existed and opened the door for others to walk through.

For young entrepreneurs, the lessons from Dyke, Dryden, and Wade are clear and empowering. Believe in your vision even when others doubt it. The trio was advised to avoid the Black beauty market – they ignored that advice and trusted the insight they had into their own community’s needs. Stand tall against adversity. They met racism with resilience, turning setbacks into motivation to succeed even more. Give back and lift others as you rise. Their business was not just about profit; it was about strengthening their community – whether by hiring and training Black staff, offering credit to Black shopkeepers, or educating people about taking pride in their culture.

Today, their legacy lives on in many forms. The Afro Hair & Beauty Show they founded is still an annual institution, celebrating Black style and entrepreneurship year after year. The Black Plaque Project in London unveiled a plaque honoring Dyke, Dryden & Wade at their first shop site, ensuring their contributions are literally etched into history. Tony Wade took care to document their story in books so that future generations could learn from it – his memoir How They Made A Million: The Dyke & Dryden Story and later works chronicle the triumphs and trials they experienced. And in countless subtle ways, their impact endures: whenever a young Black Briton walks into a store and finds the right hair product on the shelf, or steps into a barbershop or beauty salon owned by someone from their community, they are benefiting from a market that Dyke, Dryden, and Wade helped create.

In the grand tapestry of British business history, these three men stand out as true pioneers – proof that with hard work, unity, and a visionary mindset, a small idea can grow into a multi-million-pound legacy. Their story, from arriving on Britain’s shores with dreams, to building an empire that changed the culture, continues to inspire and ignite the ambitions of young Black entrepreneurs today. It reminds us all that barriers are meant to be broken and that success is sweetest when it’s shared with the community that helped foster it.