Jalona Falkner and her 10-year-old daughter, Addie, created Braid Joy Hair & Scalp Care after facing challenges with protective styling, including itchy scalps, dry hair, and painful braid takedowns. After two years of research, they developed a system to keep hair healthier and stronger after braids. Focused on family care, their brand offers simple, effective products for both kids and adults, with even Addie’s younger brother, Boston, joining the routine.
Jalona, can you tell us more about the “real-life braid struggles” that inspired you and Addie to create Braid Joy? What was the tipping point that made you decide to develop your own solutions?
For as long as I can remember, braids have been my go-to—but let’s be real—the scalp struggle was never cute. Itching, dryness, buildup, and that post-install irritation? I just dealt with it. But when my daughter Addie started wearing braids and asked, “Mom, why does it itch so bad?” I had to pause. That was my wake-up call. I realized we were just accepting discomfort as part of the beauty and that wasn’t okay. That moment lit a fire in me. We didn’t need another edge control—we needed real solutions made for us, by someone who lives it too. That’s how Braid Joy was born—out of love, necessity, and a mama’s refusal to let the next generation suffer through the same old braid drama.
Addie, as a 10-year-old co-owner, what’s been the most exciting part of this journey for you? How do you contribute to the development and testing of Braid Joy products?
I get to test the sprays first! I help pick which one’s feel good and smell the best. I even helped name some of them. It’s fun because I get to help make something other girls like me can use and love. My favorite part is when people say, “Wait…you helped make this?” That makes me proud.
The concept of a “two-year journey of testing, learning, and building” sounds extensive. Can you share an example of a challenge you faced during product development and how you overcame it?
Sweat Reset gave me a run! I knew I wanted something that cooled, calmed, hydrated, and detoxed—but getting all that in one bottle without making your scalp feel like it’s under attack? Whew. Early versions either didn’t tingle at all or felt like Vicks VapoRub on the scalp. It took over a year of back-and-forth with our chemist, testing on me, Addie, and friends before we nailed that “ahhh” feeling. When we finally got it right, I knew it was worth every single test round.
Braid Joy aims to leave hair “healthier, stronger, and thriving after braids.” What specific ingredients or product features do you believe are key to achieving these results?
We’re all about functional beauty—ingredients that do something. A balance of proteins, quinoa, and silk to build and create elasticity. Peppermint to stimulate and rebalance. Aloe to soothe and jojoba to rebalance. Also, Lemon to revitalize and treat the senses! Every formula is designed to nourish the hair beneath the braids, not just make them smell good. Our goal is for you to take your braids down and say, “Whoa, my hair feels amazing.” Because protective styling should actually protect, period.
Your brand values include “Hair Care is Self Care.” How do your products encourage ongoing hair care even while hair is braided, and what impact do you hope this has on your customers?
We’ve flipped the script. Instead of waiting for wash day or takedown day to care for your scalp, Braid Joy makes it easy to show it love while your braids are in. A few spritzes of Daily Dew or Sweat Reset and you’re back in the game. We want women and kids to feel empowered to nourish their hair in real time—not play catch-up once the damage is done. That’s self-care in a bottle.
“Easy Does It” is another core value. Can you walk us through how your braid care system simplifies the process for families, especially for those new to protective styling?
We designed our lineup to feel like a cheat code for braid care. Each product plays a clear role:
- Daily Dew = your hydration hero
- Sweat Reset = scalp refresh after sweat, install, or heat
- Ease on Down = takedown magic, tear-free and tangle-free
- Clean Sweep = a satisfying scalp detox. It’s intuitive. Whether you’re a braid veteran or a first-time mom trying to keep your child’s scalp happy, our system is designed to make it easy, efficient, and actually enjoyable.
The focus on “Gentle Clean Ingredients” is crucial for a family-centric brand. What steps do you take to ensure your ingredients are safe and effective for all ages, including young children like Boston?
If it can’t go on Boston’s (our CFBro) scalp, it’s not going in the formula. That’s our rule. We partner with chemists who understand both clean beauty and textured hair. We steer clear of sulfates, parabens, heavy synthetic fragrance, and anything that could cause irritation. Everything is tested on real families—including ours—because we know our customers aren’t just buying for themselves. They’re using these products on their babies, their brothers, their partners. That matters.
Beyond the products themselves, Braid Joy emphasizes “family, connection, and celebrating the joy of protective styling across generations.” How do you hope your brand fosters these connections within families?
Braids are culture. They’re history. They’re love in action. I see our products as tools to create moments—a mom spritzing Daily Dew into her daughter’s braids before school, a dad refreshing his daughter’s scalp after soccer, a sister helping a brother detangle during takedown. These aren’t just products. They’re permission to slow down, connect, and feel proud of who you are. I want Braid Joy to feel like part of the family.
What has been the most rewarding feedback you’ve received from a customer since launching Braid Joy?
A mom once told me, “This is the first time my daughter didn’t cry on takedown day.” That one made ME cry. Because I’ve been there—fighting through tangles, tears and breaking hair, dreading wash day. Knowing that we made that moment easier, less painful, and maybe even joyful? It’s so rewarding!
Looking ahead, what are your aspirations for Braid Joy Hair & Scalp Care? Are there any new products or initiatives on the horizon that you’re excited about?
We’ve got some things up our sleeve! I’m excited about expanding into post-braid care and, of course, our customers want shampoo too! So formulation has begun! But more than that, I want Braid Joy to be a movement—a brand that redefines what it means to care for braids. I see us in big box stores, school events, and on bathroom counters across the country. We’re just getting started.
Be’n Original
