Joni Odum is leading Firstline Brands toward an ambitious $50 million revenue target within the next five years. The Houston-based company calls itself America’s largest Black-owned manufacturer of hair tools and accessories. Under her leadership, the business has already achieved impressive 30% revenue growth.
The company plans to fund its growth organically through internal cash flow and revenue. This approach allows Firstline Brands to maintain control while scaling operations. “We’re funding our growth organically through internal cash flow and revenue, keeping control of our destiny while we scale,” Odum explained.
Taking Over a Family Legacy After Personal Loss and Pandemic Challenges
Joni Odum faced a critical crossroads five years ago. She had to decide whether to let the family business potentially wither or elevate it to new heights. Her father, Robert A. Bowser, had started Firstline Brands nearly four decades ago.
Odum left an analyst job at healthcare giant Johnson & Johnson to run the company. She took over leadership following her father’s death in 2020. “Taking over Firstline Brands was both pivotal and deeply healing for me,” she shared. “It’s my way of keeping my father’s legacy alive.”
From Various Roles to CEO of America’s Largest Black-Owned Hair Accessories Manufacturer
Odum initially joined the Houston-based multicultural hair accessories company in 2002. She worked in various roles including marketing, sales, distribution, and product development. This diverse experience prepared her for eventual leadership of the entire operation.
Her business acumen has helped Firstline Brands achieve remarkable results. The company reported a 44% rise in profits under her watch. Additionally, employee headcount jumped 32% among other positive metrics.
Seven New Hair Tools Designed for Convenience and Innovation
Odum has restructured product development by centering on convenience-forward innovation and design. The firm is now offering at least seven fresh tools for various hair needs. The items range in price from approximately $5 to $13.
New grooming items include a retractable 3-in-1 tool with multiple functions. It features an edge brush, bristles, and teeth for detangling, smoothing, and edge styling. Another novel product is an oversized, masculine cap for protecting waves, curls, locs, braids, and textured styles.
Expanding Portfolio Across Multiple Brands for Textured Hair
Presently, Firstline Brands sells over 200 items across a diverse portfolio. Product lines include hairbrushes, combs, and maintenance essentials. The company’s brands include Evolve, WavEnforcer, and Camryn’s BFF, mainly for textured hair.
Products are customized for many different consumers. The range serves men, women, kids, and budget-conscious shoppers. Odum has even loftier plans that include expanding offerings for women and men over the next few quarters.
Capitalizing on a $23 Billion Hair Accessories Market
The ambitious entrepreneur is pursuing a larger share of the nation’s estimated $23 billion-plus hair accessories market. That business is expected to double in size by 2033. This growth potential creates significant opportunities for Black-owned businesses.
Odum believes her firm has a competitive edge right now. She noted that many other Black beauty brands are wrestling with less funding. They also face reduced shelf-space and higher tariff costs. Firstline Brands is positioned to capitalize on these market challenges.
Strategic Partnerships With Major Retailers Drive Growth
Odum has expanded the brand’s reach by connecting with massive, big-box retailers. The projected revenue gain will come from “aggressive market expansion in both new and existing channels,” she explained. Strategic partnerships with major retailer partners are crucial to this strategy.
The company works with Walmart, Target, CVS, Walgreens, Sally Beauty, and others. These partnerships provide essential distribution and visibility for the brand. “It’s ambitious, but absolutely achievable,” Odum said about the $50 million revenue target.
Overcoming Pandemic Challenges and Building Direct Consumer Connections
Upon becoming CEO, Odum faced unprecedented challenges. The firm was navigating a global pandemic while also dealing with her father’s death. Another big challenge was pivoting to direct-to-consumer marketing virtually overnight.
“We have always focused on innovating by listening, learning, and responding to their needs,” she explained. However, the company had never developed a direct connection with consumers before. They needed to ensure customers understood who they are and what they stand for as a brand.
Understanding the Customer Journey as a Black-Owned, Woman-Led Business
Sizing up current hurdles, Odum identifies one major challenge. Meeting the customer wherever they are on their journey requires constant attention. “As a Black-owned, woman-led business, our mission is rooted in innovation, inclusion, and community,” she stated.
The company considers it their responsibility to advocate for customer needs. They must be present, relevant, and authentic across every touchpoint. “We know this customer, because we are this customer,” Odum emphasized about understanding their target market.
A Father’s Entrepreneurial Spirit Inspires Daughter’s Success
Odum credits much of her success to her values, education, and strong work ethic. Her greatest inspiration came from sitting under her father’s tutelage as a child. She learned from his leadership and benefited from the entrepreneurial spirit he instilled in her.
“Every achievement feels like honoring a piece of him,” she reflected about her father. Her guidance as the firm’s leader has been crucial to its resolute growth and product expansion. The company approaches its 40th anniversary in 2026 with momentum and clear direction.
