Firstline CEO Joni A. Odum receives DSN Award

Firstline CEO Joni A. Odum receives DSN Award


Joni A. Odum, who leads Firstline, Incorporated, a Black-and woman-owned consumer products company, received the 2023 DSN’s Top Women in Health, Wellness & Beauty award. Entering its fifth year, the Top Women in Health, Wellness & Beauty awards program acknowledges women at the pinnacle of their expertise, leaving an indelible impact in the realm of retail healthcare, beauty and wellness.

Joni is integral in the development of Firstline’s national brands, including Evolve, WavEnforcer, DriSweat, Camryn’s BFF and Sleek. Her leadership is credited with leading Firstline’s innovation and contributing significantly to the continued growth of its product line.



BNB had a brief interview with CEO Joni A. Odum about this award.

Q1. Congratulations on winning the award. Please say how you feel about winning the award.

I felt both surprised and excited for the recognition. Overall, it was a great feeling. They really did a lot to make it special.

Q2. How long have you been in the beauty business? What motivates you to continue?

I have been in the beauty industry full-time for more than 15 years. I grew up in the business since my late father, Robert A. Bowser, started in beauty in 1979, and I worked in our manufacturing facilities during the summers. I later worked at Neutrogena after college, so I’ve touched the beauty space at various times in my life. I am motivated to continue my father’s legacy and feel a responsibility in meeting the hair care needs of consumers that deserve high-quality tools.

Q3. Firstline is continuously introducing hair care tools. What is the direction of product development?

We have a commitment to staying attuned to our consumer’s needs and strive to fill gaps day after day. We want to satisfy what our consumers need for their bedtime, bath time, work and play rituals.

Q4. What are Firstline’s future business plans? Is there any wish you want to achieve in the new year?

We are continuing to focus on our Evolve, WavEnforcer, and Camryn’s BFF line of products with unique items and a heightened purpose to grow and expand across the country.

Simply put, I aspire for my team and me to just get better in 2024—in every way.

Q5. Please send a New Year’s message to BNB readers.

It has never been a more exciting time to bring innovation in beauty to your consumers. They are looking for everyday solutions to meet the needs of their ever-changing look. I appreciate our ongoing partnership. Moving forward, I wish you even greater success in 2024!


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