Fly Female Entrepreneur: Jasmine Lawrence

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Photo Credit: Berman Fenelus

Did you know that beauty is one of the fastest growing industries in the country, particularly for women of color? Have you ever entertained the thought of launching your own brand, but have no clue where to start? Meet Jasmine Lawrence, founder of EDEN BodyWorks and one of the beauty industry’s youngest movers and shakers. After experiencing chemically damaged hair at a young age, Jasmine decided to take matters into her own hands by creating EDEN BodyWorks. Today, she’s sitting down with In Her Shoes to discuss the most gratifying aspects of her entrepreneurial journey, EDEN’s new Coconut Shea collection and how her brand stands out from the competition. Here’s what she had to say:

In Her Shoes: We know that your personal hair challenges as a young girl inspired you to launch EDEN BodyWorks. As you look back on your entrepreneurial journey, is there anything you would have done differently?

Jasmine: There are a few things that I would change in hindsight. One thing would be being more ready for the opportunities that were possible for my business. I don’t think I had a big enough, well thought out dream for EDEN BodyWorks. I focused more on making sure things ran well day-to-day but not long term.

(L-R) Style with EDEN Model, Mattie James, Danielle Carrington, Jasmine Lawrence,  Maeling Murphy and Style with EDEN model

In Her Shoes: What has been the most gratifying aspect of launching EDEN BodyWorks? What are EDEN BodyWorks’ most popular products and why?

Jasmine: The most gratifying aspects of launching EDEN BodyWorks have been seeing the product on shelves across the country and reading emails from people around the world who have tried them and love them. I also love that I am able to inspire more people to follow their dreams and start their own businesses. I think the most popular products are the JoJoba Monoi Deep Conditioner and the Peppermint Tea Tree Oil. These products are the most popular because they help with issues that affect a lot of people. The first is great at bringing revitalizing moisture back into the hair and the other one is awesome at decreasing dandruff and itchy scalp.

In Her Shoes: How would you say EDEN BodyWorks is different from other hair products on the market?

Jasmine: EDEN BodyWorks is different because of its commitment to be truly natural and affordable. When building this brand I didn’t want people to have to compromise what they use on their hair and skin for something of lower price and lower quality because that is all they could afford. EDEN BodyWorks encourages people to love themselves and take care of who they are inside and out. I am very proud of what we represent.

In Her Shoes: What is a day like in Jasmine Lawrence’s shoes?

Jasmine: A day in my life is never really the same! I try to run in the morning when I wake up. Then I’m off to work. I answer interview questions and prepare speeches during lunch and after I get home. I may be on a flight to somewhere new to share my story later that evening or just at home watching a romantic comedy and eating dinner. My days are always full of different activities and people. I live moment to moment, always looking forward to what’s next.

In Her Shoes: What was the most daunting challenge you’ve faced as an entrepreneur? How did you work through it?

Jasmine: One of my biggest challenges was balancing work and school. Both were very important and critical to my life. Studying devices and artificial intelligence is not a major where I can miss a lot of classes. With new products launching and speaking engagements spread throughout the year I had to stay on top of my schedule. I did my best to stay focused on my studies but also to make sure I didn’t get out of touch with what my customers wanted. I had a lot of support from my team and classmates and was able to do both successfully.

In Her Shoes: Last year the brand hosted the “Brunch with EDEN” events across the country and this year you’ve launched “Style with EDEN” to celebrate your new Coconut Shea collection. What do you love most about attending and hosting live events?

Jasmine: My favorite part about attending and hosting these events is meeting people all across the country that have tried my products. I enjoy hearing their hair stories and their journeys with natural hair. It’s also great to be able to talk to them about my thought process in creating my the different EDEN BodyWorks products. Most importantly, I get their feedback: what they would love to see, what they would change, hints and tip and also their favorite product. After each event I am even more pumped up and excited to continue working hard.

In Her Shoes: What advice would you offer someone looking to launch her/his own beauty brand?

Jasmine: My advice would be to dream big! Keep it fun but stay focused on what you really want to accomplish. Put your own creativity and spin on whatever it is you create.

In Her Shoes: What’s next for EDEN BodyWorks?

Jasmine: There is so much in store for EDEN BodyWorks! Look forward to a new skincare line and more natural hair products. EDEN BodyWorks’ 10 year anniversary is next year so there will be an awesome celebration. We’re also always looking to expand to new places.

To learn more about EDEN BodyWorks visit www.edenbodyworks.net and on the lookout for the site’s HAUTE, new face lift later this month. The line is available online and at Walmart, Sally Beauty Supply and Walgreens stores near you!


As a New York City storyteller, filmmaker, digital content creator, and PR strategist, Renae Bluitt created "In Her Shoes" to empower and enlighten women committed to realizing their dreams.

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