For Dayna Ollie, beauty isn’t just a profession — it’s personal. As Director of Sales and Marketing at J. Strickland & Co., she helps steward some of the most recognizable names in haircare, including Blue Magic, Sulfur8, Doo Gro, and Royal Crown. But long before she joined the company, these products were already part of her story — trusted staples passed down through generations.
With a deep respect for heritage brands and a forward-thinking approach to growth, Dayna blends nostalgia with innovation, championing community engagement, creative collaboration, and continuous improvement. In this Beauty Insider conversation, she shares how legacy fuels her leadership, what inspires her daily, and why quality will always outlast trends.
What is your name and role at J. Strickland & Co.?
Dayna Ollie, Director of Sales and Marketing
How did your journey in the beauty industry begin, and what brought you to the company?
My professional journey in beauty began in 2022 when I joined J. Strickland & Co. as the National Account Manager for our major retail chains and distributors. However, my personal connection to the brand spans generations. These products were staples in my family’s home long before I joined the team; I distinctly remember Royal Crown in the medicine cabinets of both my mother and grandmother. Growing up, Sulfur8 was the cornerstone of my haircare routine, and the health of my hair today is a direct testament to the efficacy of our catalog. Like so many Black women, I am a living witness to the reliability of these brands.
If you had to describe J. Strickland in three words, what would they be—and why?
Classic, Iconic, Reliable
Brands like Blue Magic, Sulfur8, Doo Gro, and Royal Crown are more than just products; they are nostalgic pillars of Black haircare history. For decades, they have remained solid staples in our community. These three words perfectly encapsulate the enduring legacy we continue to build today.
What’s a day in your life at J. Strickland like—any habits or moments that keep you inspired?
Every day offers a fresh perspective. I begin each morning with a moment of gratitude followed by a large cup of coffee. The true “beauty” of my role lies in the daily engagement with our customers and consumers. I am constantly inspired by the global reach of our products and the profound cultural significance they hold for people across the world.
Can you share a behind-the-scenes moment, something most people wouldn’t realize about how J. Strickland products come to life?
People are often surprised to learn that our 300,000-square-foot manufacturing facility is located in Olive Branch, Mississippi, just a stone’s throw from Memphis. We manufacture the products the world loves right here. It is the dedication of our local team and the community spirit within our facility that truly brings these formulas to life.
Do you have a favorite product or collection, and is there a story behind why it stands out to you?
My personal favorite is the Doo Gro Braids, Twists, & Locs collection. It was the first line developed during my tenure, and I had the privilege of influencing its creation from concept to shelf. I use the products regularly for my own protective styles, and the gel has become an absolute staple for my daughter—as any parent of a teenager knows, keeping those edges “laid” is a top priority.
What’s the most memorable feedback you’ve received from a retailer or stylist, and how did it shape your perspective on the brand?
I recently met with a customer who shared that her hair had suffered damage after she experimented with several “trendy” products. She eventually returned to Blue Magic, and her hair has been thriving ever since. Hearing stories about consumers returning to our “tried and true” formulas reinforces my belief in our mission: while trends come and go, quality and consistency are timeless.
J. Strickland emphasizes creativity and expression. How do you encourage others, both internally and externally, to embrace that philosophy?
I champion an open-door policy for innovation. Whether it’s a streamlined internal system, a fresh design concept, or a novel marketing strategy, I want to hear it. My goal is to ensure every team member feels empowered and comfortable enough to bring their full creative selves to the table.
Are there any upcoming projects, product launches, or initiatives that you’re especially excited about this year?
We are looking to get involved more than ever in community events. Our goal is to expand our local outreach. We also have a few new projects coming up. We are in the beginning stages, so I must be a little hush-hush. We are also looking at modernizing some of our classics. Stay tuned!
Outside of work, what’s one thing that keeps you energized, inspired, or in your creative zone?
My 12-year-old daughter, Nahla, is my primary inspiration. Watching her navigate a busy schedule of extracurricular activities with such natural creativity keeps me on my toes. I find great joy in nurturing her talents, which in turn fuels my own creative energy.
What’s the best piece of advice you’ve ever received in your career, and how does it show up in the way you approach beauty and leadership at J. Strickland & Co.?
The best advice I’ve received is: “Never stop getting better.” This philosophy drives my leadership style. I am constantly seeking the “next level,” whether through professional seminars, mentorship, or self-improvement. At J. Strickland, I strive for continuous progression, ensuring we never become complacent in our success.
