Jasmine Lawrence is the Founder of EDEN BodyWorks. Devastated by the harsh chemical products, 11-year-old Jasmine developed affordable, natural products that are now available at retailers nationwide, including Target, CVS, Walmart, HEB, and Sally Beauty, just to name a few. She also serves as a Product Manager at X, the moonshot factory. She has held several positions creating consumer-focused products for companies like Facebook, Softbank Robotics America, and Microsoft.  

Can you tell our readers about your background?

I grew up on the East Coast. I founded a company called EDEN BodyWorks, which makes natural hair and body care products when I was 13 years old. I later earned my Bachelor's Degree in Computer Science from Georgia Tech and my Master's degree in Human-Centered Design & Engineering from the University of Washington. I’ve worked at Microsoft, Softbank Robotics, and Facebook, mostly on product teams that create devices and social impact. I currently serve as a Product Manager on the Everyday Robot Project at X, the moonshot factory.

What inspired you to start your business?

I started my company based on my own need for natural hair care solutions. After losing most of my hair due to a chemical relaxer, I no longer wanted to use traditional products. I conducted research to create my own and used my allowance to buy oils, herbs, and other ingredients.

Where is your business based?

My team is 100% remote, based in the United States. We’ve got team members all across the country.

How did you start your business? What were the first steps you took?

When I initially started creating products for myself, I had no intention of starting a company. It wasn’t until after I attended a BizCamp by NFTE that I was inspired to share my creations with the rest of the world. My goal was to meet the needs of other women who had challenges with their hair and self-image.

What has been the most effective way of raising awareness for your business?

While social media has been a very effective way of raising awareness, I believe that community events allow us to connect more deeply with customers and fans. These events create room for conversation about the personal topics that shape who we are as people. I have loved traveling the world to share shampoo and stories. 

What have been your biggest challenges, and how did you overcome them?

One of my biggest challenges has always been time management. I’ve been able to find a balance for work, family, friends, and myself that makes sure that no one area monopolizes my time by creating a detailed life plan and listening to my body.  

How do you stay focused?

Having clarity in what I value allows me to invest my time more strategically. I try not to do things that don’t matter to me or that steal time I could be pouring into more important areas of my life.  

How do you differentiate your business from the competition?

EDEN BodyWorks is unique in its focus on education, empowerment, and commitment to the community. The products we offer to complement our commitment to encouraging women to live happier, healthier lives. We sponsor groups and organizations that are committed to similar core principles including that beauty extends beyond your outward appearance. Finally, the EDEN BodyWorks team continues to listen to feedback from our customers so that we constantly remember that we are in the business of serving others not just making a profit. 

What has been your most effective marketing strategy to grow your business?

One of my best strategies has been to focus on understanding people’s needs and share the information that is important to them rather than trying to sell your own messages. Communicating like this makes our brand feel caring and personal.

What's your best piece of advice for aspiring and new entrepreneurs?

My best piece of advice would be to be clear on your motivation for starting your company. Create a mission and values that can stand the test of time. They should be able to help you make hard decisions for your company.

What's your favorite app, blog, and book? Why?

My favorite app is the YouVersion Bible app. I love having access to God’s Word at my fingertips. I don’t read many blogs, but I’ve always been a fan of the To Write Love on Her Arms Blog, which is full of honest posts about mental health that genuinely resonate with me. I don’t have a favorite book, but one that has had a significant impact on my life in the last few years has been Living Forward by Daniel Harkavy and Michael S. Hyatt. Creating and revising my life plan has led to a deeper understanding of myself, allowed me to make more room in my life for loving other people, and has led to a more focused and fulfilling life. 

What's your favorite business tool or resource? Why?

My favorite business resource has been online classes. There are so many courses available to develop new skills or refresh existing ones. 

Who is your business role model? Why?

I don’t have a specific person in mind, but I always try to model myself after folks I see who use their companies to make the world a better place. Sometimes this creates a trade-off with profits but never with values.

How do you balance work and life?

I created a Life Plan. It allows me to intentionally carve out space in my life for the things that matter to me. There is time for work, exercise, people, and even the occasional Netflix marathon.

What’s your favorite way to decompress?

My favorite way to decompress is to go for a long walk with uplifting music.

What do you have planned for the next six months?

Over the next six months, I plan to adapt my life to how the world has changed due to COVID-19. I’ll be ramping up on my new role at X and working with my team at EDEN BodyWorks to continue developing new products that allow us to impact people’s lives. Outside of work, I plan to do more reading, writing, and reconnecting with people I care for. 

How can our readers connect with you?

You can connect with me on Instagram, Twitter, Medium, Patreon (for fans of poetry), or send me a message via my website.