Member Joni Allyn Odum
President & CEO, Firstline Brands
“If you want to predict the future, invent it. BECA is an environment that is nurturing, inspiring, and that challenges the curious and creative mind.”
Joni Allyn Odum is a dynamic Texas-born entrepreneur and President and CEO of Firstline Inc., a premier personal care company headquartered in Houston.
Founded in 1986 by her late father, Robert A. Bowser, Firstline made history as the first African American-owned hair accessory company to achieve national distribution, with products sold at major retailers throughout the U.S. and internationally.
Under Joni’s leadership, Firstline has expanded its reach while delivering innovative products designed specifically for textured hair consumers through signature brands including Evolve®, WavEnforcer®, DriSweat®, Camryn’s BFF®, and Sleek®.
Her expertise in product innovation, strategic growth, financial management, and relationship building has helped drive the company’s continued expansion and industry recognition.
Before joining Firstline, Joni developed her strategic and financial expertise at Johnson & Johnson, supporting global marketing initiatives and managing budgets for brands including Neutrogena and Tylenol.
She graduated cum laude from Hampton University with a Bachelor of Science in Finance. Joni credits her entrepreneurial spirit and work ethic to lessons learned from her father while growing up in the family business.
Beyond her professional accomplishments, she enjoys international travel, live music, personal growth, and spending time with her husband and three children.