Beauty Boss: Lindsay Holden, Co-Founder of Odele
Lindsay Holden.
Our latest Beauty Boss is Lindsay Holden, Co-Founder of Odele—an award-winning line of clean salon-grade haircare products that are designed with everyone in mind. With more than 15 years of experience in retail and sales, including eight years as a Senior Buyer for Target corporation, Holden has led multiple cross functional teams to develop merchandising strategy, product development, promotional strategy, and more.
Along with Britta Chatterjee and Shannon Kearney, Holden created Odele in order to offer all-inclusive, high-quality salon-grade haircare products that were safe to use. Driven by their consumer need and the desire for flexible careers after struggling to manage corporate careers and parenting, the three friends set out to build both a brand and a company that would offer the flexibility they needed to be more present parents.
Odele’s growing line of products are dermatologist-tested, cruelty-free, vegan, and free of synthetic fragrance. Amaranth and rice tein are the hero ingredients in their haircare products and work together to nourish hair and fortify it against damage, promoting overall hair health, shine, manageability, volume and movement.
We chatted with Holden, who shared the inspiration behind the brand, best advice, wellness tips, and more.
When was Odele founded? What does the name mean?
Odele officially launched in January 2020. The name Odele is a riff on the Norwegian phrase "å dele" which means “to share.” Shareability is at the core of everything we do at Odele.
What inspired the creation of the brand?
Honestly, it was to build something that we wanted as consumers, but we didn’t see available. My fellow co-founders [Britta Chatterjee, Shannon Kearney] and I are all mothers, and our bathrooms were packed with products—his, hers, mine, ours, theirs. We didn’t understand why there wasn’t an all-inclusive, salon-grade haircare line that was made to meet our expectations, but enabled to share with those who shared your shower. Read: affordable, clean, high performing + not overpowering in its fragrance. Odele checks all the boxes: It’s clean, inclusive, fancy...but not too fancy to share.
Do you have a hero product?
Our Smoothing Shampoo + Conditioner. Prior to launch, we did a ton of research to address the most common denominators of what consumers were seeking in their haircare and create regimen options that covered the benefits sought by the full range of hair types and textures. What we found was that 46% of the population struggles with dryness and frizz reduction - our Smoothing Shampoo + Conditioner addresses that.
In terms of stylers, it’s one hundred percent our Air Dry Styler. It’s like athleisure for hair. It’s easy; it’s effortless; it looks good; it makes you feel good. It’s one and done - you apply a touch to towel-dried hair, and you get that perfectly rumpled but not messy soft separation look.
What’s your favorite product(s) from the brand?
My current favorite is our Leave-in Detangling Tonic. I lovingly nicknamed it all the things, because it does just that. It’s the ultimate hyphen product in that it accomplishes it all: detangles-refreshes curls/waves-protects from heat tools and environmental pollutants. It’s milky magic. Plus, I can use it on the insane bedhead my daughter Harriet wakes up with and she doesn’t utter a single word or complaint—which is the ultimate testament as to just how gentle and miracle working this Tonic is.
Where are your products sold?
Target is our exclusive partner; we’re currently in 1,500 doors + Target.com. We’re also sold DTC via our website.
Future plans for the brand?
We have quite a few new SKUs launching exclusively on our site this spring that will target those seeking serious moisture, as well as those with sensitive skin and sensitive scalps. I had mentioned Odele is all about shareability and we do see that extending beyond hair. I can’t divulge too much, but I can say Odele will be treating your body pretty well, pretty soon!
Odele’s clean salon-grade haircare products are vegan, cruelty-free, affordable, approachable, and safe for everyone to use.
What inspires you?
My kids [I’ve got three]. Their curiosity, their kindness, their capacity to make room for every emotion, and their ability to learn new things. They see the world without bias and it’s amazing.
Secret to success?
Be curious. There are lots of paths to success; don’t think of it as this linear thing. Also, have a propensity for action. There are so many good ideas out there, but fewer that get put into action. You don’t need to know the answer to everything to get started…you just have to start.
Beauty secrets?
Embrace and own what you’ve got. There is nothing more beautiful than that. Also, be religious about sunscreen, and that means every day—no matter what the weather is outside (says the Minnesotan).
Wellness tips?
Make time for yourself. As a mom of three who launched a business during a pandemic, that doesn't happen as often as I would like. But, when it does (a la when I fit in that walk, Peloton ride, or time to catch up with a friend), I can tell I’m in such a better space to tackle the rest. Also, drink lots of water (I’m working on being better about that one).
Best advice?
Be present for the things that matter; care a little less about the things that don’t.
How do you like to relax?
What does that word mean? Just kidding. Weekdays, I like to curl up with a book before bed. It helps me quiet my mind. Weekends, I love long dinners with friends and/or family, where the conversation and the wine flow equally.
For more information, visit odelebeauty.com and follow on Instagram: @odelebeauty
[Images courtesy of Odele]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk