Jaydee’s Naturals – “Nature’s secret to sustainable beauty,”

BY SIMONE J. SMITH

“I always used local herbs to cook. We used local things to make our food; the land was our grocery store, and we used respectfully from the land to eat healthy. I wanted to make products that were in line with that thinking. I stay away from preservatives, and make my products as natural as possible.”

I sat there in agreement, shaking my head up and down. As I listened to Jodie Dublin-Dangleben, I thought back to my transition to natural products, and how transformational it was for me. The average woman today still relies heavily on chemical-laden products even though we consciously know that these man-made substances can’t be good for us, but there is a shift occurring, one that is not new to people from the Caribbean.

There is now a higher demand for cleaner, organic products. This decision is not made out of curiosity or fascination, it is an informed decision made by consumers who are thoughtfully being conscious consumers. More and more people are choosing to shop ethically in order to support local businesses, the community, and to protect the environment.

If you are from the Caribbean, you can attest to witnessing or even helping our grandmother make time-tested, home-grown recipes for various skin and hair ailments. Dominica’s Jodie Dublin-Dangleben is no different.

“In 2014, I was looking for products to manage my transition from processed to natural hair. I always admired my grandmother’s beautiful skin and full head of hair, so I asked for the secret to which she replied, “Talk to the plants.”

So that is exactly what Jodie did. That decision changed the course of her life, and her community and the Caribbean have recognized her for it. She has been recognized both in Dominica and the Region for her entrepreneurship and innovation, most recently at the inaugural CaribbWIIN (Caribbean Women Inventors & Innovators Network) Conference and Awards ceremony in Antigua, which brought together global female pioneers, leaders, entrepreneurs, influencers, and their amazing Caribbean counterparts to discuss issues relevant to innovation and sustainability and build partnerships through networking opportunities.

She is a member of several organizations such as: the Dominica Health and Wellness Association, Dominica Craft Producers Association (DACPA) as well as the Dominica Association of Industry and Commerce (DAIC) and represents the National Cooperative Credit Union (NCCU) on the Green Climate Fund Board.

In June 2021, Jodie won the National Development Foundation of Dominica’s (NDFD) Green Summit Competition for her concept for package-free shampoo bars and their beneficial correlation to single use plastic bottle reduction. With this concept, she placed in the top three of the Organization of Eastern Caribbean States (OECS) Island Ideas Challenge, that September where over 700 businesses from around the region submitted sustainable event, business or project ideas. This was followed with her win at the Caribbean MicroPitch Competition in December. Jaydees Naturals also benefited from a Euro $15,000.00 Direct Support Grant from Caribbean Export.

“Being recognized truly resonates with me,” Jodie shares with me humbly. “I have become more aware of my influence on both men and women where skin care is concerned, but as an engineer by profession, I really appreciate the recognition of my innovativeness and my efforts to find solutions to common skin and hair issues through my products. To think, I had no sisters only brothers when I was growing up. I was very much a tomboy. I would open up my mom’s old irons. I used to crochet and work with my hands. We would use dry banana leaves, and work with calabash. The thought was “why buy stuff when I can make it myself.”

To date, Jodie has created over 10 products all featuring local and Caribbean indigenous: fruit, leaf and flower extracts, and dried herbs such as: passionfruit, guava, hibiscus, sorrel, stinging nettle, and lemongrass. Formulated with these as well as glycerides, essential oils and macerations, the products are also proudly preserved in a safe and natural manner and are highly sought by customers both in Dominica and abroad who she affectionately calls her Jaybugs.

With the mantra, “Nature’s secret to Sustainable Beauty,” Jaydee’s Naturals is guided by both science and ethics to create products that are organic, earth-friendly and honour her grandmother’s wisdom.

She started off with one product- a Whipped Shea Butter loaded with essential oils that could be used on both hair and skin. She started a Facebook Group “Nature Isle Girls with Natural Hair” where she shares hair care and styling tips with members.

“With the Whipped Shea Butter I was so surprised at the demand, when I started.  My customers were calling it hair crack and it’s like they just had to have a continuous supply. I think from there I knew I was on to something.”

Having developed a strong customer base, who trust her knowledge and expertise in the field, Jodie is finding herself in the influencer sphere. Her tutorials have gone viral on Tik Tok and YouTube with views in the tens of millions. I asked her about some of the challenges that she has faced, and she was very honest in her answer.

“It is hard in the Caribbean for people to support local businesses. There is this mentality that what I do is not as good as what comes from off the island. I get it, trust me; we think that foreign is always better, but my products work for people, and I have a strong social media presence. People leave reviews, and word of mouth has helped grow the business. I had no blueprint. I had to learn everything on my own. I wish I had some mentorship, especially during those times when I failed, but it helped.”

Apart from being a successful female entrepreneur, Jodie is a mentor to young entrepreneurs and gives back to her community through scholarships and donations. She sells handmade jewellery from Dominica’s Indigenous people on the Jaydees Naturals website, in an effort to support rural women and promote Kalinago craft and heritage.

“Think outside the box, and do things for yourself,” Jodie advises. “I realize that everything I do will have some impact on people.  Be passionate and show that it is a passion. People who start a business think that it is about quick money, but your business won’t last. Do it for the love. Find mentors, create a niche, and stay dynamic. Learn new things, improve on your product, and have a great connection with your clients

You can learn more about this dynamic woman by visiting www.jaydeesnaturals.com.  There you can purchase products, merchandise, gift cards and sign up for the Jaydees Naturals VIP email list.