While attending the 2022 National Retail Federation (NRF) Big Show in New York City last month, Women in Retail Leadership Circle spoke to five female minority business owners featured in the event’s DE&I Showcase. Jamila Powell is the founder and owner of Naturally Drenched, a vegan and eco-conscious hair products collection formulated for all types of curls. She’s also an attorney and owner of Maggie Rose Salon, one of the top texture salons in the country.

In this video, Powell discusses how she launched the brand to fill a need at her hair salon, why she chose the name Naturally Drenched to showcase the brand’s clean and hydrating hair products, and why it’s important to her that her products be full of natural ingredients. She shares how she’s balancing the growth of both her brand and hair salon businesses during the pandemic, how she’s landed Naturally Drenched in retailers such as Credo Beauty and Urban Outfitters, and the biggest challenge she’s had to overcome as a woman entrepreneur and a minority business owner. Lastly, Powell gives her advice to other women entrepreneurs who are considering starting their own businesses, as well as what she’s focused on for growth at Naturally Drenched in 2022.