Brand of Innovation and Trust
Firstline’s 40th Anniversary Commemoration

©Firstline, Participants of the 40th Anniversary Event

This May, Firstline, which has focused on textured hair care products, celebrates its 40th anniversary. Founder Robert A. Bowser established the company in 1985, recognizing the need for specialized care solutions for textured hair. Since then, Firstline has focused on product development, capturing a 24.4% market share in the U.S. textured hair care market. The company is currently led by CEO Joni A. Odum, with global expansion and product innovation as its key strategies. Joni A. Odum stated, “We will continue to offer innovative products for textured hair, enabling customers to express their style.”

Product and Technology Development Status

Firstline offers a range of products tailored to the unique characteristics and styling needs of textured hair. Key products include:

✔ Satin-Lined Bonnets: Sleep bonnets designed to retain moisture and protect curls

✔ Wave Brush: A specially designed brush for creating wave styles

✔ Camryn’s BFF Collection: Textured hair care products for children and teens

These products are crafted with a deep understanding of textured hair, focusing not only on styling but also on maintaining hair health.

40th Anniversary Event and Campaign

Firstline celebrated its 40th anniversary with an event called “Road to 40.”

✔ Evolve Empowered by Legacy Brunch: A gathering highlighting the leadership of founder Bowser and CEO Odum, discussing the brand’s history with beauty and business industry professionals.

✔ Nationwide Pop-Up Events and Workshops: These regional events feature styling demos, panels, and expert talks to strengthen customer connections and share the importance and methods of textured hair care.

✔ Children and Teen Projects: Through collaborations with “Karma’s World” and “Camryn’s BFF Collection”: Firstline supports self-expression for children and teens with textured hair.

©Firstline, Various attendees of the 40th anniversary event are making remarks.

©Firstline, Various gifts were prepared for the guests who attended the 40th anniversary event.

Future Strategic Direction

Firstline has outlined three key strategies for its future business development.

✔ Advanced Product R&D: Enhancing the development of customized textured hair products using advanced technologies.

✔ Sustainable Production Systems: Expanding the use of eco-friendly materials and responsible manufacturing practices.

✔ Expansion of Domestic and International Markets & Enhanced Customer Engagement: Strengthening community-based marketing and expanding into global markets.

Firstline sees the “Road to 40” project not just as a celebration but as the starting point for future brand strategy, reflecting this direction across products and communications.