About the Founder - Yetunde Jude

Hello,

I’m Yetunde Jude, the founder of Yelani, a Black-owned hair care business that is dedicated to nurturing and celebrating natural hair. As a woman who deeply cares about the health and beauty of Black hair, I created Yelani to offer products that empower women to embrace their natural hair journey.

In college, I made a conscious decision to stop using chemical treatments and embrace my natural hair. I wanted products that would keep my hair healthy, soft, and radiant, and I couldn’t find anything on the market that met these needs. I began experimenting with ingredients from my kitchen, passed down from my mother, and developed natural solutions that worked for my hair. As more Black women started embracing their natural textures, friends and family began asking me to create products for them, which led to a personal project that blossomed into a business.

While working full-time and managing the challenges of life, I realized my true calling was to help Black women take control of their hair care routines with simple, natural techniques. In 2002, I launched a website dedicated to natural hair care and in 2009, I authored "The Black Hair Care Revolution", a book offering tips for avoiding harmful chemicals and recipes for natural hair care. This journey brought me immense joy as I helped countless women achieve their hair goals.

In 2010, I expanded my vision by creating tools like combs and shower caps to further support Black women in their hair care routines. By 2014, I was making and sharing homemade hair care products with friends and family, which eventually led to the launch of Yelani in 2016.

Yelani was born from a deep love for my own natural hair and a commitment to providing plant-based hair care and eco-friendly accessories. Inspired by my daughters, Alia and Amani, who became the namesake of the brand, Yelani reflects my core values of family, health, and empowering Black women. Our mission is to simplify hair care, reduce stress, and make it easier for you to love your natural beauty.

As a woman-owned hair care business, Yelani is more than just a brand. It’s a community. It’s about empowerment, embracing our roots, and celebrating the beauty of natural Black hair.

Join us on this exciting journey as we continue to support and empower Black women through simple, effective hair care solutions.

With peace and love,
Yetunde Jude