Beauty Boss: Jamyla Bennu, Founder of Oyin Handmade
Jamyla Bennu, Founder of Oyin Handmade.
Natural hair and body care line Oyin Handmade was founded in 2001 by Jamyla Bennu, a lifelong naturalista and ingredient-conscious maker, when she couldn't find commercially available natural and organic products for her highly textured, natural hair. Oyin Handmade hair and skin products are a collection of completely handmade cosmetics and body care products. The collection is designed to meet today’s health, beauty, and style needs, while also improving personal health and wellness with natural and organic ingredients.
"Oyin" is the Yoruba word for honey, a natural humectant and amazing ingredient in natural hair and skin care, and it also stands for the principles that the brand seeks to inspire in its customers’ acts of self-care: sweetness, joy, and love. We caught up with Bennu to learn more about her journey in the industry, product collection, and advice.
Can you share a little about what led you to getting into the industry?
As a lifelong naturalista, proud nerd, and ingredient-conscious maker, it was really important to me to use natural and organic products on my highly textured, natural hair. But back in the mid-90s when I was starting my natural hair journey, there were hardly any in the marketplace. Determined to find a better way to care for my hair and skin, I began experimenting with new formulations and testing them out amongst my close group of friends and family.
When did you launch Oyin Handmade and what inspired you to create the brand?
We actually claim two 'launch' dates! In 2003, while working as a freelance web designer and content creator I created a small webpage to share my hair and body treats with other members of the online natural hair community. The business grew organically from there, responding to customer demand via e-commerce and independent retail relationships. It was actually in 2005 when we launched the website and began e-commerce in earnest.
The brand was inspired by my discovering that many of the products available for highly textured hair were made with harmful preservatives and non-nourishing fillers. I loved creating new formulas for myself, and discovering the power of natural organic ingredients to keep my hair healthy and happy. That creative impulse is the spark that led to Oyin Handmade products, and it's one that, as a maker, I continue to nourish with every formula.
Oyin Handmade Honey Hemp Collection.
Tell us more about your collection. Do you have a signature product or favorite product from the collection?
Oyin Handmade ranges across hair care and body care for women, men, and kids; our food grade ingredients make it safe for the whole family. Our Oyin Handmade Honey Wash Shampoo and Oyin Handmade Honey Hemp Conditioner combo are quiet superstars! With hemp seed oil, bamboo extract, and of course, the moisture powerhouse honey—they pair well with Oyin Handmade What The Hemp Deep Moisture Mask to really put your hair's best foot forward.
Where are your products sold?
You can order on our website and find us at your local independent beauty supply, Mid-Atlantic Whole Foods Markets, and select Rite-Aid, CVS, or grocery stores.
Any beauty secrets that you can share?
Love your hair. It’s unique and has specific super powers! Experiment to find what those powers are, and choose styles that showcase it to its best self. Self-love and a healthy, forgiving attitude are the best cosmetics there are.
Wellness tip?
We believe in the value of self-care as a practice, not just as a purchase. We feel this is our strong point, and the pre-existing nature of the relationships we've been cultivating with our customers for over 15 years. The COVID-19 pandemic has really highlighted some of the health disparities related to the stress, strain, and access barriers of living under structural racism, and we want our customers to do everything they can to take care of themselves. They can buy our body oil—sure, it's amazing. But we also want to encourage our customers to put their toes in the grass, to breathe deeply, to get enough sleep, and to love well. Because part of what we're fighting for is for the right to experience joy, love, and health.
Favorite ways to relax?
I love reading and am a fan of afro-futurist escapist literature like that written by award-winning authors N. K. Jemisin, Octavia E. Butler, Tananarive Due, and Kiini Ibura Salaam. I love sitting outdoors on warm days and losing myself in a book while birds chirp around me.
Who inspires you?
Joie Lee is one of my earliest beauty role models! I found her wiry femininity and exuberant natural hair to be a revelation when I first encountered her in Spike Lee's early movies like School Daze and Mo Betta Blues. I knew women who looked like that, but had never seen their self-assured beauty amplified on the big screen before. She remains an icon to me. Have you seen the way her silver streaks are manifesting? G.O.A.T.
My mom is also one of my beauty inspirations. She taught me how to laugh with my entire face. We are both a bit uncomfortable with makeup and with traditional trappings of beauty, but she's one of the most luminous women I've ever known. Her intelligence, creativity, and passion for making beautiful and practical things are the reason I’m a maker and founder today. I was raised out of 1980s food coops with only Dr. Bronner's soap and olive/coconut oil as my personal care. And also, seeing and learning from my parents that I could make literally anything I needed. Making my own hair products as a hobby is a direct result of being raised in such a practically creative household.
Secret to success?
Definitely the fact that our favorite and most used ingredient (aside from our food grade ingredients) is love! The brand is handmade with love using only the best and most nourishing good-for-you ingredients. Oyin Handmade is the go-to brand for health-conscious individuals and modern families everywhere. The products are multi-purpose, gentle enough for adults and babies, and eco-friendly.
Best advice?
Run the race you want to win...and don’t follow anyone else’s dream but your own. It’s important to find your own “why” in the midst of your work, and to hold fast to that as the world inevitably seeks to shape you.
Where can people find you on social media?
People can find us on:
Lizzy Sherman is an award-winning digital content writer/editor. She has been a featured guest speaker at Cal State University Northridge, Digital LA and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram: @zillizy