Joni Odum—President and CEO of Firstline Brands, a Houston haircare company whose cultural presence has long contributed to the city’s rich entrepreneurial history—has much to celebrate as she closes out 2025. Her father, Robert A. Bowser (1946-2020), founded the company the same year as Oprah’s talk show debut and the first national observance of MLK Jr. holiday. The year would be 1986.
Today, Odum and her incredible team have enjoyed an amazing time leading up to Road to 40, the milestone birthday of a company deeply rooted in a loyal customer base spanning generations. And one that honors the legacy of Bowser, while positioning its future with a fierce and dedicated leader in Odum.
With several high-spirited events this year to ring in 40 years of Firstline (singer and actress LeToya Luckett is the company’s celebrity brand ambassador), we spoke with Odum at one of the celebrations, Empowered By Black Excellence, held in the heart of downtown Houston at Studio Eight08. Odum was not only the host of the celebration but was also awarded the Trailblazer Award, and we asked her how she felt about being honored.
Placing her right hand above her heart, and closing her eyes for a brief moment, she responded, Everything. “It was completely unexpected,” Odum shares. “And as they (her team) started to talk about the recipient of the award, I started thinking, it seems like it’s going to go to me, so it was a really emotional moment. I feel full and super grateful to be here, to have come this far, and to have the endurance all of these years. Starting with my father, building it, and it continuing to grow, I receive it,” says the Texas-born entrepreneur.
In our sit-down, Odum expresses that the company, embarking on its 40th Anniversary, feels “Really meaningful, we have created something long-lasting,” she says. “It feels so worth it. And we’re doing it for the culture, because we’re not just producing products strictly for profit gain. It’s more than that for us. We’re trying to create something that educates our market about the importance of textured hair care and how the benefits of quality and affordable products are so important and meaningful to fill the gaps and create an understanding in the marketplace.” Odum continues, “This is an underserved market that deserves quality and affordability, so it just feels like we’ve done something great and something that’s worth continuing.” At the time of the interview, Odum shared that the Jet Set scarf, Bonnets, and Edge-control tools were the top stocking-stuffer items for Firstline Brands this holiday season.
When we asked Odum what the brand’s representation looks like for black women and our hair, because there is always discussion in the workplace about what is appropriate, especially in light of the CROWN Act, which prohibits discrimination based on an individual’s hair texture or hairstyle. The question is, how does Odum’s brand speak to that?
“Very recently, I have been in conversation around the legislative side of advocating for the customer and freedom of hairstyling and making sure safe products exist,” says the business leader. “So, I’m wanting to use our platform more to educate around that because I think there are so many people who don’t have an understanding about safe products in haircare and the research. If enough of our marketplace “community” speaks out and demands, I want safe products; that’s what big businesses will produce (as an outcome). I feel like it’s an opportunity for us to make sure we are socially responsible to put safe products out there and to take our products through a process that ensures just that, and then educate about how people have different haircare and hair textures— and it being okay,” says Odum. “Some people don’t understand that their hair is different from someone else’s who may wear braids or locs, and to know they’re all beautiful styles, and if they see that in the workplace, and they don’t have an understanding that it’s different, we educate them and let them know. And maybe they will become another advocate for people who want to express their freedom in their hairstyling.”
“Joni’s leadership has created real opportunity for women who look like me and continues to remind us that success is possible, even in the face of adversity. As we enter our 40th year, I’m proud of how far we’ve come and genuinely excited about what’s ahead. Joni’s vision is inspiring, and I’m grateful to be part of the journey.” —Landria Jordan, Sr. Director of Innovation & Marketing
“As I approach my 11th year at Firstline, I reflect with gratitude on the extraordinary opportunity I had to work alongside the late Robert A. Bowser, Founder of Firstline Brands, at the start of my tenure. Through every interaction, he planted seeds and dropped lessons that continue to shape the purpose and work we do at Firstline today – most notably through his daughter, Joni Odum.
Joni has evolved in each leadership seat she has held at Firstline, from Director of Marketing, Chief Marketing Officer, and now President & CEO. The energy, heart, drive, and determination she pours into everything she does are inspiring. Watching her lead in fresh, new ways that are true to her is admirable.
Joni’s dedication and commitment to honoring her father’s vision and the company’s legacy drive her, and for me, this means under her leadership, we work and walk with intentionality, authenticity, and culture in pursuit of new successes each day. The sky is truly the limit!” —Lakisha Jackson, Growth & Partnerships Director
Congratulations, Joni Odum!
Happy Road to 40 Firstline!
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