November 10, 2025
The corporate plans to fund its progress organically by way of inner money circulation and income.
A seasoned Black businesswoman who makes a speciality of hair equipment, Joni Odum was at a crossroads 5 years in the past.
She needed to determine whether or not to let the household enterprise, Firstline Manufacturers, began by her father almost 4 a long time in the past, doubtlessly wither or construct on his triumphs by elevating it to the next degree.
She initially joined the Houston-based multicultural hair equipment firm in 2002, working in varied roles together with advertising and marketing, gross sales, distribution, and product growth. Odum left an analyst job at healthcare large Johnson & Johnson to run Firstline Manufacturers. That adopted her father, Robert A. Bowser, who handed in 2020.
“Taking on Firstline Manufacturers was each pivotal and deeply therapeutic for me. It’s my means of retaining my father’s legacy alive; bringing his imaginative and prescient into fruition and reaching milestones I do know would make him extremely proud. Each achievement appears like honoring a chunk of him.”
Generally, household enterprise leaders face many obstacles. They usually should maneuver, extending a legacy whereas adjusting to ever-changing market circumstances. Plus, disputes over such points as technique and cash issues can create inner stress, presumably affecting a agency’s working mannequin and progress prospects.
Odum’s enterprise acumen has helped Firstline Manufacturers obtain a lot. Whereas income was not disclosed, the corporate calls itself America’s largest Black-owned producer of hair instruments and equipment. Beneath her watch, the corporate reported a 44% rise in income and a 32% leap in worker headcount amongst metrics.
Since rising as Firstline Model’s president and CEO, Odum’s actions have included restructuring product growth by centering on convenience-forward innovation and design. She has expanded the model’s attain by connecting with large, big-box retailers.
Setting itself aside from rivals
The strikes may give her agency a aggressive edge, as Odum mentioned many different Black magnificence manufacturers are wrestling with much less funding, decreased shelf-space, and better tariff prices.
As such, the bold entrepreneur is now hoping to capitalize by increasing and pursuing a bigger share of the nation’s estimated $23 billion-plus hair equipment market. That enterprise is predicted to double in dimension by 2033.
Presently, Firstline Manufacturers sells over 200 objects, together with hairbrushes, combs, and upkeep necessities, throughout a portfolio that features Evolve, WavEnforcer, and Camryn’s BFF, primarily for textured hair. Its merchandise are custom-made for many individuals, together with males, girls, youngsters, and frugal customers.
But Odum has loftier plans that embrace increasing choices for ladies and men over the following few quarters as her agency approaches its fortieth anniversary in 2026.
Its new grooming objects embrace a retractable 3-in-1 software with an edge brush, bristles, and enamel for detangling, smoothing, and edge styling. One other novel product they provide is an outsized, masculine cap for shielding waves, curls, locs, braids, and textured types. Altogether, the agency is providing at the very least seven contemporary instruments; with the objects ranging round $5–$13.
Odum credit a lot of her success to her values, training, and powerful work ethic. Her best inspiration: Sitting below the tutelage of her father as a toddler, studying from his management, and benefiting from an entrepreneurial spirit he instilled in her. Thus, her steerage because the agency’s chief has been essential to its resolute progress and product enlargement.
Dealing with challenges whereas scaling up
Nonetheless, the search was not a cinch. Upon turning into CEO, she mentioned the agency was navigating an unprecedented world pandemic whereas additionally coping with her father’s loss of life. One other massive problem for the agency was pivoting to direct-to-consumer advertising and marketing just about in a single day.
“We’ve at all times centered on innovating by listening, studying, and responding to their wants. Nevertheless, we’d by no means developed a direct reference to our shopper, to make sure they understood who we’re and what we stand for as a model.”
Sizing up present hurdles, Odum mentioned one of many largest is assembly the shopper wherever they’re on their journey. “As a Black-owned, woman-led enterprise, our mission is rooted in innovation, inclusion, and group. We think about it our accountability to advocate for his or her wants and to be current, related, and genuine throughout each touchpoint. We all know this buyer, as a result of we’re this buyer.”
Moreover, the agency has the assets to finance its enlargement. “We’re funding our progress organically by way of inner money circulation and income, retaining management of our future whereas we scale,” Odum mentioned.
Looking forward to future progress prospects
Firstline Manufacturers is focusing on $50 million in income throughout the subsequent 5 years. Odum mentioned the agency has seen 30% income progress since she took over management.
The achieve is projected to come back from “aggressive market enlargement in each new and current channels, strategic partnerships with main retailer companions like Walmart, Goal, CVS, Walgreens, Sally Magnificence, and others, and diversifying into new product classes. It’s bold, however completely achievable.”
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