Founded in 2011 by Janell Stephens, Camille Rose Naturals has blossomed from a kitchen-born solution for eczema and hair dryness into a multimillion-dollar, category-shaping powerhouse. With prominent placement at Target, Whole Foods, Bed Bath & Beyond, Walmart, Sally Beauty, Shoppers Drug Mart, and Cloré Beauty, this brand is redefining natural haircare, wellness, and the meaning of modern Black entrepreneurship.
From Kitchen Table to Global Shelves
Janell Stephens launched Camille Rose in her Louisiana kitchen, driven by a mantra that whatever goes on your body should be good enough to go in it. Originally striving to help her five children, Stephens’s formulations—crafted with food-grade ingredients and gourmet blends—exploded in popularity after early online success. As she recounts that the brand quickly became proof of what a sharp, business woman could accomplish when she devoted her time, energy and resources behind something she is passionate about.
A Multimillion-Dollar Brand by 2014
Within only three years, Camille Rose became a multimillion-dollar business. Strategic partnerships catapulted the brand into over 300,000 doors (retail locations), a figure few independent, Black woman-founded beauty brands can claim. In 2025, industry observers estimate annual sales between $20 million and $25 million, testifying to its broad appeal and “radical shift” within beauty and wellness.
A Household Name at Major Retailers
After a fateful meeting with a Target buyer, Camille Rose achieved an early national retail breakthrough. Today, its product line is available at:
- Target (nationwide)
- Whole Foods
- Bed Bath & Beyond
- Walmart
- Sally Beauty
- Walgreens, CVS, Rite Aid
- Shoppers Drug Mart and Cloré Beauty (Canada)
- Boots (UK) and retailers in Africa, Brazil, and Ireland as part of global expansion
Janell notes, “Our products are for everyone, not just a certain type of texture… From the straight hair girl to super texture,” and proudly shares, “I always tell people my products are made with honey and peppermint. Who wouldn’t want that?”. The brand is also available online and through Amazon, boosting reach and meeting customers at every touchpoint.
The Power of Clean Ingredients and Lifestyle Appeal
Camille Rose is synonymous with “ingredients with integrity” and a philosophy that puts health and self-care first. “Consumers of every race, nationality and creed advocate for the brand as influencers, social media supporters and engaged buyers known affectionately as ‘Rosettes,’” says Stephens. Each product reflects a mission “to source ingredients with integrity, mix with a pinch of love, and always consider your total health and wellness.”
Navigating Growth: E-Commerce and Pandemic Resilience
The pandemic tested Camille Rose’s resilience, closing nonessential retailers and putting supply chains under strain. Yet thanks to essential partnerships with Walmart, Target, and Whole Foods, and a surge in self-care during lockdowns, the brand saw online sales spike 60% year-over-year. Online business now accounts for about 15% of turnover. “We took whatever we could get and made it work,” Stephens explains, describing the resourcefulness that kept shelves stocked and customers engaged.
Product Innovation, Expansion, and Philanthropy
The brand now offers over 50 products, ranging from Curl Love Moisture Milk (the #1 offering in its segment) to Almond Jai Twisting Butter and breakthrough new items for braids and protective styles. The vision goes further: “I want Camille Rose to be a household name crossing the aisles,” says Stephens. The range now covers bath, body, and future plans for skincare and home, all inspired by a growing “clean living” movement.
But Camille Rose is more than products. The Janell Ennis Stephens Foundation supports women and families in need, and the annual Beauté Noir Festival celebrates Black beauty and community leadership.
Vision for the Future
Stephens sums up the Camille Rose ethos: “It should be everyone’s mission to inspire the uninspired to see the true value of who they are and what they can accomplish. Our gifts go beyond what we see immediately before us and encompass the limitless opportunities that we are given every day to be great”.
With a commitment to clean, compassionate, and innovative beauty, and a footprint that spans continents and every major retailer, Camille Rose Naturals is a beacon for what a modern, mission-driven Black-owned brand can accomplish—empowering people everywhere to embrace health, heritage, and holistic beauty.
