Skin Care, Beauty Tips, and Entrepreneurship with Oyin Handmade Founder Jamyla Bennu
"We were selling the bold claim that our hair is not a 'problem' that needs 'solutions,' Jamyla says about Oyin.
Honey, if you were tuned into the natural hair resurgence movement of the 2000s, chances are you’ve heard of Oyin Handmade. Fabulously self-described as a “mixtress and creator,” Jamyla Bennu—who hails from Baltimore, Maryland just like our Head Honey Felicia Pride—launched skin and haircare line Oyin Handmade with Pierre Bennu in 2001 (the official website selling products online launched in 2003). Being a part of Team HONEY CHILE, I can’t help but point out that the name “Oyin” means “honey” in Yoruba and it must be noted that there’s extra love for the Honey Hemp Detangling Conditioner. 😉
Ever since I heard of the brand, I knew I had to have some Oyin products to coat my newly Big Chopped hair. I also remember visiting the brick-and-mortar boutique in Baltimore during one of my visits to D.C. and Maryland in 2011—I can’t lie, I fanned out.
So, as we reflect on the legendary Oyin Handmade 20+ years later, it’s an opportune time to chat with its lovely founder Jamyla. We chatted about her entrepreneurial journey, self-care routine, and more.
Get into our Q&A below!
YES, HONEY (YH): How has Oyin evolved from the time you first started this business? The good? The challenges? Everything in between!
Jamyla Bennu (JB): It has certainly been a journey!
Oyin started as my personal hobby. Back when I first began making products, there was almost nothing on the market for natural hair—almost everything that you’d find in the "ethnic" hair care aisle was dedicated to chemically altering its texture. Additionally, going natural was a somewhat fraught decision—not only were there no products to care for highly textured hair in its natural state, but so many of us had had our hair relaxed as children that there was also a generational loss of knowledge of how to care for natural hair, as well as overwhelming messaging against its social acceptability, professionalism, and beauty. In this landscape, I was simply creating healthy, affirming, moisturizing products for myself. But, it wasn’t long before the online natural hair communities I belonged to—the very people I was sharing my DIY recipes with—pushed me into business. "Sis," they said, "we are not trying to turn our kitchens into a flaxseed-boiling operation. How about you make it, and we’ll buy it from you?"
From the beginning, we were selling mutual care and community. Healthier choices. Wellness. Affirmation in a bottle. We were selling the bold claim that our hair is not a “problem” that needs “solutions.” That textured hair deserves care, not correction.
It has never been just about the products. That mission of affirmation, healthy choices, and serving our community has driven our every move.
We started as an online-only business, gradually expanding into independent retailers and boutiques. We opened a brick-and-mortar shop in Baltimore, which later transformed into a natural hair salon before we ultimately closed it all during the pandemic. We’ve navigated the highs and lows of mass retail distribution—an experience that left us grateful to emerge intact—and we’ve built out our dream production facility. Today, our products are available on our website, in natural grocery stores, and through independent retailers nationwide.
As we continue to evolve, we are leaning even more into wellness, community, and access. We’re creating self care kits to help our customers prioritize themselves. We’ve partnered with hospitals and a boutique hotel to provide texture-sensitive guest amenities for patients and visitors. And we are interested in co-manufacturing or white labeling—creating products in small minimum quantities for other indie brands, so they can begin to scale without having to invest in as much equipment and production space. With the immense changes in the personal care products industry the world is no longer lacking in deep conditioners and curl creams… but there are still spaces where highly textured hair is underserved. I love the idea of bringing light and affirmation to those corners, meeting our people where they are, and continuing to evolve Oyin in a way that centers care, joy, and inclusion.
YH: Wellness check—how is your 2025 starting out? Personally and for your business?
JB: Thank you for asking this question. Personally, 2025 is starting out like it is for so many others I know—problematic, unsettling, and deeply challenging. It’s been tough. It’s been hard to find my words. But then I think about Ruha Benjamin’s question: “Who benefits from my pessimism?”
That question reminds me how important it is to hold onto joy. Black joy and creativity aren’t just emotions or expressions—they are ancestral wellness technologies. Our people have always used them as forms of resistance, connection, and survival. I’m doing my best to stay connected to that.
As for business—well, business is business-ing. Like many e-commerce retailers, 2024 was a rough year for us. But, it was also our 21st year in business, which is something worth celebrating! Even as we navigated challenges, we felt immense gratitude for still being here—still making high-quality products, still serving our community, and still remaining independent. That independence gives us the freedom to shape the future of Oyin in a way that aligns with our values, and for that, I’m deeply thankful.
YH: These are stressful times, Honey, and it’s even more integral to keep up with our skincare. What are some skincare tips you have for us?
JB: Hydration first, always. We talk a lot about drinking water and herbal teas, and hydration also plays into skincare and haircare, most notably in our product order. I was raised using olive or coconut oil on damp skin, straight out of the shower. Our parents told us if our skin dried before we buttered up, it was too late! 😉 Water is moisture, and oils help keep it close. If you wait until your skin dries completely, you're just layering oil on top of dryness. You’re lubricating, not moisturizing. Polishing, not hydrating. The same philosophy applies to hair care—hydration is the foundation, and oils or butters are there to lock it in.
So, in these stressful times, my biggest skincare tip is to think of skincare as a process, not just a product. This also helps it serve as self care and quality time, which can be so soothing. Layer up your skincare, starting with the most watery product. Revel in the process, enjoy your precious moments of self care time, and get glowy. ✨
YH: What are some of your no-fail beauty tips to keep us glowed-up?
JB: This time of life is ripe for us to redefine our relationship to beauty. Your beauty isn’t defined by external standards. It’s uniquely yours to create. Please, celebrate every aspect of yourself. Experiment, honor your routines, and let your joy and self-love be the foundation of your glow. My fave beauty tips are really about finding balance, prioritizing wellness, and building sustainable habits that nourish and protect for the long term.
1. Sleep. When I haven’t had enough sleep, I’m not just dealing with under-eye bags—I’m cranky and irritable, too! 😆 Some of us may be heading into perimenopause and let me tell you, starting menopausal hormone therapy (MHT) has been a game-changer for my sleep routine. And better sleep has had a huge impact on my skin, mood, and overall glow. Prioritizing rest is a form of self-care we deserve.
2. Hydrate. As we discussed, water is moisture, and hydration-first skincare is a must. Internally, our hydration supports circulation, digestion, and collagen production—all key for keeping our skin plump and radiant. So drink up and layer your hydration topically, too.
3. SPF is non-negotiable. Yes, melanin is magic, but we know it's not a force field. UV exposure accelerates hyperpigmentation and collagen breakdown, so a broad-spectrum sunscreen (preferably one with moisturizing ingredients) is your best friend. Plus, many of us use brightening serums or retinol—without SPF, those can make skin more vulnerable to damage.
4. Movement and Mindful Self-Care: Regular physical activity—my faves are yoga, a brisk walk, or dancing—any movement you enjoy not only keeps your body healthy, but also uplifts your mood and spirit.
5. Play. Experiment. Enjoy. As we grow into our grown selves, many of us start feeling a disconnect from the youth-focused beauty ideals that our culture uplifts. That can feel unsettling—orrrr we can lean into this moment as an opportunity to define beauty on our own terms. Trying a bold lip, rocking a fresh cut, or embracing those silver strands? Finding those shoes that are as comfortable as they are beautiful?! All these experiments and discoveries are beautiful moments. Lately, I’ve been having fun with mismatched, playful socks—because why choose just one pattern when you can wear two? 😉 If it makes you feel good, that glow will shine through.
YH: What’s one thing you’d love to tell a Black woman who would like to start their own business?
JB: Starting a business can be a liberatory journey. It’s about self-determination, autonomy, and shaping the world in alignment with our values.
But, it can also be a wild ride. My biggest piece of advice? Celebrate every step. Don’t wait for some distant milestone to acknowledge your progress.
Also: Define—and be ready to redefine—your measures of success. Your vision doesn’t have to look like anyone else’s.
We’re in a time of radical imagination. Interrogating the systems we’ve inherited is part of how we create a different future. Dream, build, and take up space. The world needs what only you can create.
YH: OK, since you’ve recently turned 49, this means you’ve almost had a decade worth of Honey experience. Tell us about it—what has changed from your other decades? HOW good is it over here??
JB: #TeamAquarius ♒️✨
Let me tell you—my 40s have been my favorite decade yet, and I hope I keep saying that as each new chapter unfolds. The biggest shift is in perspective. I’m far more aware of my own capacity, and I give myself more grace. I’ve also transformed my internal dialogue. In the past, I’ve asked things of myself I would never demand of an employee. I’ve spoken to myself in ways I would never speak to a friend. This is the decade I became mindful or and began unlearning those patterns, and found a more mindful, self-compassionate way of being. This is the decade I realized I am fully in the drivers’ seat of my life, and am beholden to literally no one else’s idea of who I should be.
My 40s have been a reclamation of self-compassion, self awareness, boundaries, and joy. And if more of this is what’s on the menu for the next decade, I’m absolutely looking forward to it!
YH: What are you doing for self-care these days?
JB: Sleep. Therapy. Orgasms. Restful days.
I like to think of my daily self-care as checking my boxes—making sure I’m taking care of my mind, body, and joy.
✔️ Did I get my daily hugs?
✔️ Did I take my vitamins & meds?
✔️ Did I move my body?
✔️ Did I laugh hard today?
✔️ Did I learn something new?
A lot of my joy comes from reading—I typically have 2-3 novels going at a time in different genres and am always listening to audiobooks. I’m also in love with paper planning and Bullet Journaling. There’s something deeply meditative about setting up a new spread or designing a layout that’s both practical and creative. It keeps me organized while giving me quiet time to reflect.
Movement is another key piece—I take walks when the weather is nice and do yoga when it’s not. The combination of fresh air, stretching, and stillness keeps me feeling grounded.
Ultimately, my self-care is mostly about consistent, nourishing habits that remind me to care for myself as well as I care for others.
This interview has been edited for clarity.
TALKBACK
Yassss, we love Jamyla’s outlook on natural hair care… and life! Honeys, we want to read about your natural hair journey—from childhood to now. Have you ever used Oyin? Which Jamyla quotable stood out to you the most? Let’s talk about it in the comments!
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