What started in Janell Stephens kitchen as homemade hair products has blossomed into a global beauty brand loved by countless customers. Since launching Camille Rose in 2011, Stephens has turned her passion for clean, effective ingredients into a thriving company now recognized as the #1 Black-owned natural hair care brand. Built on authenticity, patience, and a close connection to her loyal community of “Rosettes,” Camille Rose continues to set the standard for textured hair care. From customer favorites like Almond Jai Twisting Butter to innovations like the Guava Slip Collection, the brand blends nature with luxury, creating products that feel as good as they work. In this exclusive feature, she shares the journey from kitchen creations to store shelves worldwide, the lessons she has learned along the way, and how the brand is shaping the future of beauty through sustainability, community, and thoughtful innovation.
OTC: Camille Rose has become a powerhouse in the beauty industry. How has the brand evolved since its launch, and what milestones are you most proud of?
Janell: When I started Camille Rose in 2011, it was born out of necessity—creating gentle, effective solutions for my children’s eczema and textured hair. What began as a kitchen experiment has grown into a global brand. I’m most proud of how we’ve stayed true to our roots while scaling thoughtfully. Milestones like becoming the #1 Black-owned natural hair care brand, launching cult-favorite products like the Almond Jai Twisting Butter, and seeing our community of “Rosettes” flourish remind me that authenticity always wins.
OTC: Consumers have become more ingredient-conscious. How does Camille Rose continue to innovate while staying true to its commitment to clean beauty?
Janell: Clean beauty isn’t a trend for us—it’s our foundation. From day one, I’ve been hands-on with formulations, blending gourmet ingredients like honey, marshmallow root, and guava with the same care I’d use in my kitchen. As consumers demand transparency, we’ve doubled down on our “ingredient-first” philosophy, avoiding harsh chemicals and sourcing ethically. For example, our Guava Slip Collection uses fruit enzymes for gentle detangling, proving innovation and integrity can coexist.
OTC: You’ve built a strong connection with your customers. How has community engagement shaped the brand’s journey, and what role does it play in your growth strategy?
Janell: Our community is our compass. Early on, I’d personally respond to customers, and that direct feedback still informs every product we create. Our Rosette Ambassadors (1,000+ strong) aren’t just influencers—they’re trusted voices who help us stay grounded. Whether through social media or collaborations like our partnership with Victoria Monét, we prioritize listening. Growth means nothing if it doesn’t serve the people who got us here.
OTC: What recent product launches or upcoming innovations are you most excited about, and how do they reflect the future of Camille Rose?
Janell: The Guava Slip and Curl Love Collections show how we’re evolving—by listening closely to what textured hair needs and delivering it in ways that feel luxurious and nourishing. I always want our products to do more than work—I want them to feel like an experience, something our community looks forward to using. And that is what we will continue doing for our upcoming products–listening to our consumer and committing to eco-conscious formulations and indulgent textures that cater to every hair type need—all while staying rooted in our gourmet, clean-beauty ethos.
OTC: What has been the biggest lesson you’ve learned as an entrepreneur over the years, and how has it influenced the way you run Camille Rose today?
Janell: Patience and intention. I could’ve rushed into deals or chased trends, but building something sustainable requires staying true to your “why.” Early on, I said no to opportunities that didn’t align with our mission, even when it was hard. That discipline allowed us to grow without compromising quality or community trust. Now, every decision—from retail partnerships to product development—starts with asking, “Does this serve our customers?”
OTC: In what ways do you see the beauty industry changing, and how is Camille Rose adapting to stay ahead of trends?
Janell: The industry is finally recognizing textured hair as a priority, not a niche. But it’s important to remember that trends will come and go; what textured hair has always needed—moisture, definition, scalp care—that stays the same. We’re exploring things like refillable packaging and thoughtful tech, but always in ways that feel personal. Even as we grow, the human touch remains at the heart of everything we do.
OTC: Many beauty brands come and go, but Camille Rose has remained strong. What do you think has been the key to your brand’s longevity?
Janell: Consistency and connection. We’ve never strayed from our promise: clean, indulgent products that work. But beyond formulas, it’s the emotional bond with our community. People don’t just buy our Curl Maker—they buy into a celebration of their natural beauty. That loyalty is why we’ve thrived for nearly 15 years in a crowded market.
OTC: What’s one thing about Camille Rose that you think OTC beauty supply store owners might not know but should?
Janell: We may be known for our beautiful packaging and scent, but what sets Camille Rose apart is how much intention goes into each product. I created every formula to solve a real need—like breakage or dryness—and we continue to pair nature with efficacy, so store owners can trust they’re offering their customers real results.
OTC: As a business owner, what continues to drive and inspire you after years of success?
Janell: The stories. A mom telling me our Moisture Milk saved her daughter’s curls, or a teen learning to love their coils for the first time—that’s the fuel. I’m also inspired by the next generation of founders. Representation matters, and if Camille Rose can pave the way for more Black women in beauty, that’s a legacy worth building.
OTC: What’s next for Camille Rose? Can you share any future plans or brand expansions on the horizon?
Janell: Global reach, deeper sustainability, and more cultural collaborations. We’re expanding into new markets, innovating with biodegradable packaging, and exploring partnerships that merge beauty, art, and empowerment. And of course, more decadent, ingredient-led launches—because at our core, we’ll always be that kitchen-born brand with a mission to nourish.
