Janell Stephens, founder of Camille Rose, has built the leading Black woman-owned textured hair care brand in the U.S. Her journey from creating family remedies to becoming a beauty industry powerhouse showcases her determination and passion for clean, organic ingredients.
From Kitchen to Business
Stephens started Camille Rose in 2011, making products in her kitchen to treat her family’s eczema and care for their natural hair without chemicals. She believed that nourishing ingredients internally could benefit the body externally, creating a holistic brand focused on natural beauty.
Breaking Through with Target
While hand-making her products, Stephens secured a deal with Target after meeting a buyer at a beauty trade show. The order for 100 stores marked the brand’s first big break. Despite challenges scaling production, Camille Rose became profitable within two years, all without outside funding.
National and International Growth
Today, Camille Rose is sold in nearly 50,000 retail locations, including CVS, Target, Ulta Beauty, and Whole Foods, with a growing international presence. Social media and the Crown Act, promoting workplace acceptance of natural hairstyles, have further fueled its success.
Meeting the Needs of Black Consumers
Stephens is expanding Camille Rose beyond Black consumers, tapping into the broader beauty market. With $9.4 billion spent annually by Black consumers on beauty products, and a focus on clean, effective ingredients for all hair types, Camille Rose is set to continue its growth in the competitive beauty market.
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