Firstline Brands

@firstlinebrands

The OG in textured hair care since 1986 Black-women-owned, designed to create your best hair days. At @walgreens , @heb , @walmart , @amazon , @wholefoods
Followers
15.5k
Following
1,673
Account Insight
Score
56.34%
Index
Health Rate
%
Users Ratio
9:1
Weeks posts
The story of Firstline Brands started with a father, Robert A. Bowser, who believed in building something that was noticeably missing in the beauty industry. He filled a gap by creating real solutions for consumers with textured hair. That legacy continues with a daughter, @joniodum , carrying her father’s vision forward with innovation, intention, and community as true north stars. We’re grateful for our retail partner, @heb for recognizing what it means to grow with intention, honor legacy, and invest in brands built for purpose & impact. Black history is deeply relevant to what we do here, as an enterprise of 40 years (& counting). This H-E-B feature reflects the impact of legacy, leadership, and aligned retail partnership.
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3 months ago
We recently wrapped our celebratory 39th year with the Road to 40: Empowered by Black Excellence at @studioeight08 , our Firstline Brands family, honorees & celebrants gathered for one unforgettable night. Celebrating our President & CEO, Joni Odum, our rich legacy, Black artistry, ownership & community were reflected in every conversation, every look, every glass raised. Our Celebrity Brand Ambassador & honoree @letoyaluckett set the tone, joined by our creative partner @hergrails , the cinematic eye of @seba_raquel_suber , the voice & presence of our event MC @nnete , alongside a riveting soundtrack curated by @iamdjsupastar & @heyyyyshante . Each pour from @purnoire & @moethennessy added its own signature to the experience, while honoree & beneficiary @coolxdad helped to anchor the evening in purpose. With our phenomenal sponsors @heb , @jpmorgan & @chase at the helm, our Road to 40 finale felt like a preview of the next forty years of Firstline Brands. Every moment was thoughtfully captured through the lens of @th3rdeyestudios .
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5 months ago
What a time! Our Road to 40: Empowered by Legacy Brunch brought out Houston's best & brightest to honor our nearly four decades of transforming textured hair care. From engaging panels featuring our President & CEO Joni Odum & @letoyaluckett , to our luxury gifting suite stocked with Evolve must-haves for our guests, this was more than a brunch—it was a testament to the power of our Black-owned brand. As we approach our 40th anniversary, we’re celebrating legacy, innovation & excellence all year. Cheers to 40 years & beyond! #FirstlineBrands #EvolvebyFirstline #BlackOwnedBeauty #Roadto40
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1 year ago
Every leader started as a kid with a dream. From my early days of working with my dad @firstlinebrands , I learned that the right team doesn’t just help you succeed, they can also help you become who you’re meant to be. Swipe to see where it all started for our core marketing and product team. ✨ #firstlinebrands
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4 days ago
Thank you to @firstlinebrands for this beautiful 40th Anniversary Brand Box & congratulations on 40 years of showing up for textured hair care since 1986! Firstline is a Black woman-owned company built on family legacy and real innovation, and you can see that intention in their 2026 collection. I’m so glad I gave this shower cap a try… it’s cute and functional! I love a good win-win! I threw away that plastic bag immediately😆 Take a look at what was included in the box and let me know in the comments which products you’d like to try. 👀 It’s been a minute since I’ve done a giveaway! Stay tuned for news on the launch of our new talk show Mane Moves LIVE! as we continue showcasing brands who care while elevating conversations around beauty, wellness, and culture🎉 #FirstLineBrands #ManeMovesLIVE #BlackOwnedBusiness #WashDayBestie #BeautyWellness
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5 days ago
Scared? Ok, do it scared!! Baby that gots to be my motto bc the way I was scared, nervous and anxious to pitch, but I did it scared! And not only did I do it scared , I WON TOO🤑🙌🏾👏🏾🥹🥳 #GlorybetoGod Thank you Thank you Thank you @firstlinebrands , first for being around and thriving for 40yrs! 🤩And having such a major impact on the beauty industry, the culture and our community. Also for believing in Shayla Ansah Collection and the reality of it becoming a household name🙌🏾 #SAC✨Original I can’t thank @mimijonline enough for creating a space @grindprettyfest 💕for me and women that look like me to not only be seen, heard and valued but also as equally important add monetary support for our businesses! ✨The success of SHAYLA ANSAH COLLECTION is inevitable and we’re not stopping until we have created heirloom for our culture 🤲🏾✨👌🏾 #fyp #pitch #blackbusinessown
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5 days ago
#ad | More than just doing hair 🤍 These are the moments she’ll carry with her forever. Using the Evolve Mini & Me Detangler Brushes from Evolve + Camryn’s BFF made our routine feel even more special. From patience, to love, to confidence… from mom’s hands to mine. Happy Mother’s Day to all the moms creating these moments every day 🤍 @firstlinebrands #mothersday #motherdaughterlove #frommomshandstomine #firstlinebrands
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6 days ago
Core memories, curls, and mama love. 💛 Happy Mother’s Day to all the beautiful moms. #ad🫶🏽✨ Brush: @wavenforcer Prince Cap: @wavenforcer
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7 days ago
Motherhood lives in the little things… 💕 the love, the care, & the moments we share bonding before bedtime 💖 @firstlinebrands Mini and Me Detangler Set, Bonni Reversible Satin Beauty Cap and Camryn’s BFF Little Dreamer Satin Bonnet can be shopped locally! Shop @firstlinebrands collection @walmart , @amazon , @target , @walgreens , @sallybeauty , @cvspharmacy #MomLife #MothersDay #firstlinebrands #ad
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7 days ago
My days start before the helmet goes on. 💫🏁 Getting ready with @firstlinebrands using the Evolve collection before another weekend doing what I love. Confidence, focus and evolving every step of the way. ✨ #Firstline #Evolve #WomenInMotorsports #NASCAR #Motorsports
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7 days ago
#ad | More than just doing hair 🤍 These are the moments she’ll carry with her forever. Using the Evolve Mini & Me Detangler Brushes from Evolve + Camryn’s BFF made our routine feel even more special. From patience, to love, to confidence… from mom’s hands to mine. Happy Mother’s Day to all the moms creating these moments every day 🤍 @firstlinebrands #mothersday #motherdaughterlove #frommomshandstomine #firstlinebrands
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7 days ago
Legacy isn’t given—it’s built and expanded. We are proud to honor Joni Allyn Odum, President & CEO of Firstline Brands, with the LaTayne Bruce Legacy Award at Texas Expo 2026. From learning the business at a young age… to leading a nationally recognized brand distributed across major retailers… Joni represents the power of vision, ownership, and generational impact. Her leadership continues to drive innovation while opening doors for others to follow. This is what legacy looks like. This is what leadership looks like. 🎟️ Join us at the Corporate Awards Luncheon Friday, May 15 | Featuring Red Lobster CEO Damola Adamolekun 👉 events.texasexpo.net/luncheon #TexasExpo #LegacyAward #JoniOdum #BlackExcellence #WomenInBusiness Entrepreneurship Leadership GenerationalWealth FirstlineBrands Houston
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10 days ago