Meet the Founder: Yetunde Jude
Chemist. Innovator. Advocate for Natural Hair Freedom.
I'm Yetunde Jude, the founder and visionary behind Yelani—a Black-owned, woman-led hair care brand dedicated to honoring and nurturing the beauty of natural hair textures.
My journey with natural hair began in college, when I made the empowering decision to stop using chemical relaxers and embrace the fullness of my natural texture. But I quickly realized a frustrating truth: there were no products that supported my curls without compromising my health and drying my hair out.
So, I turned to my roots—literally.
Using traditional recipes passed down from my mother and ingredients from my own kitchen, I started crafting natural solutions that actually worked. What began as a personal exploration quickly grew into a movement. Friends, family, and eventually strangers saw the difference in my hair and began asking for the same remedies.
That spark led to Yelani—a brand born from science, culture, and love. Today, I bring over 30 years of experience in hair care innovation to every Yelani product, blending clinical research with time-honored traditions.
My mission?
To create safe, effective, and empowering hair care for women who deserve better—because our hair isn’t a trend. It’s legacy.
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