Combining African heritage botanicals with modern science, we tackle key challenges such as detangling, moisture retention, and hair-loss linked to scalp health and hormonal shifts. Our determination for making a safe, toxic-free brand means that we make pH-balanced, hand-infused formulas, avoid silicones and fillers, and focus instead on natural actives that strengthen from root to tip.
Janet Davies is a biochemist (BSc Biochemistry) and passionate advocate who founded Ominira Naturals in 2020 after standing in store aisles filled with toxic, ineffective products not made for Black women’s hair. With over 10 years of natural hair research and having achieved waist-length hair twice herself, Janet built a “For Us & By Us” brand that merges African heritage botanicals with hormone-safe, pH-balanced science. Her mission-driven leadership has grown Ominira from fifty bottles during the pandemic to £1.5 million in revenue across three years, fully bootstrapped, with a 73% customer return rate and a 400,000+ community spanning Instagram, TikTok, and YouTube, establishing the brand as a finalist for the 2025 Black British Business Awards.
Shola Davies is co-founder and former Product Manager of Ominira Naturals, bringing e-commerce expertise and data-driven strategy to build the Hair Freedom Movement alongside Janet. From 2020 to 2024, Shola specialised in driving business growth through customer acquisition strategies, optimising average order value, and improving purchase frequency while ensuring seamless cross-functional collaboration. His deep understanding of e-commerce operations, sales, and customer experience has been instrumental in scaling Ominira to £1.5 million in revenue with a 73% customer return rate, helping establish the brand as an award-winning, science-backed solution for Black women seeking hormone-safe, culturally authentic haircare that prioritises their health and celebrates their identity.
Health-conscious Black women seeking effective, non-toxic products Consumers driven by wellness, authenticity, and representation, demanding brands that deliver real results while celebrating their identity Achieved £1.5 million revenue in three years, fully bootstrapped 73% customer return rate and 400K+ community across Instagram, TikTok, and YouTube Featured in leading beauty conversations for redefining Afro hair care through science, education, and cultural authenticity
Most beauty products still ignore the science of Afro hair. Black women face shelves filled with formulas that don’t meet their needs — or worse, contain toxins linked to hormonal and fertility issues. We deserve effective, health-first solutions made by people who understand our texture and care about our wellbeing.
Ominira Naturals creates hormone-safe, pHbalanced products that protect scalp health while promoting growth and strength. Every formula blends African heritage botanicals with modern science, empowering women to embrace their natural hair confidently and safely. We don’t just sell products — we redefine beauty for women who were never meant to fit in.
“Janet immediately captured us in her application video and has continued to impress us ever since. Janet has created a haircare brand and educative platform to confront the lack of safe, toxin-free and effective afro- and textured hair.” Paul Finch, Co-founder, Growth Studio
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