How Ella Dean is Revolutionizing Haircare with Fruits & Veggies

Summary

Summary of "How Ella Dean is Revolutionizing Haircare with Fruits & Veggies"

Podcast Information

• Title: The Living Your Legacy Podcast
• Host: Rudy Mawer (referred to as Jordan in the transcript)
• Guest: Nicole Rose, Founder of Eladine
• Episode Title: How Ella Dean is Revolutionizing Haircare with Fruits & Veggies
• Release Date: July 18, 2025
• Description: This episode features an in-depth conversation with Nicole Rose, the visionary behind Eladine, a Portland-based hair care brand that leverages organic fruits and vegetables to promote healthier, more vibrant hair.

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Introduction

The episode begins with Jordan introducing Nicole Rose, highlighting her passion for hair care and her unique approach to using fruits and vegetables in her products. Nicole shares her inspiration, rooted in her grandmother’s legacy as a beautician, which propelled her to create a brand that empowers individuals to embrace their natural beauty.

Notable Quote:

• Nicole Rose [00:57]: “I just knew, like, don’t let anyone, you know, stop you from, you know, doing your brand.”

Entrepreneurial Journey

Nicole details her entrepreneurial journey, starting Eladine in 2020. She explains the deep family roots of her business, tracing back to her great grandparents who founded one of Oregon’s oldest black salons in 1954. This rich heritage influenced her mission to build a brand that not only offers quality products but also fosters a sense of community and legacy.

Notable Quote:

• Nicole Rose [03:11]: “I named it after my grandma. So her name was Gloria Ella Dean Tims.”

Product Development and Innovation

Nicole discusses the unique formulation of Eladine’s products, emphasizing the use of multiple fruits, vegetables, and herbs in their hair oils. Unlike other brands that typically use a single ingredient, Eladine combines various natural elements to provide comprehensive benefits for hair health.

Notable Quote:

• Nicole Rose [04:09]: “I want to bring something different to the beauty hair care world by using fruits, vegetables, and herbs.”

She elaborates on her bestsellers, such as "Look But Don't Touch," which stimulates hair follicles and promotes growth, and "No Time for Flakes," which addresses dandruff and scalp issues through inflammation-reducing ingredients.

Challenges and Learning Experiences

Nicole candidly shares the humbling aspects of her entrepreneurial journey. Despite having a marketing degree from Portland State University, she found herself learning on the job, facing numerous challenges such as manufacturing issues and the intricacies of formulation.

Notable Quote:

• Nicole Rose [05:51]: “College doesn’t teach you how to run your own brand. It’s very humbling.”

She recounts mistakes like accidentally omitting ingredients but emphasizes the importance of striving for perfection and learning from each setback.

Biggest Wins and Success Stories

One of Nicole’s proudest moments was the creation and success of the "Look But Don't Touch" oil. She anticipated its potential even before finalizing the ingredients, and it quickly became Eladine’s bestseller, eventually expanding into its own shampoo and conditioner line.

Notable Quote:

• Nicole Rose [07:13]: “Creating this oil called Look But Don't Touch was my favorite win.”

Scaling the Business

From initially producing products in her parents’ home using a crock pot and mason jars, Nicole has scaled Eladine to produce hundreds of bottles. She outlines her future plans to place Eladine products in major retail stores like Sephora and make them widely accessible to a global market.

Notable Quote:

• Nicole Rose [08:33]: “I want my products in big retail stores and to be known as a really big beauty leader.”

Balancing Corporate Life and Entrepreneurship

Nicole reflects on the stark differences between her corporate job and running her own business. The flexibility gained during the COVID-19 pandemic allowed her to focus on Eladine full-time, which was pivotal in the brand’s growth after gaining media exposure.

Notable Quote:

• Nicole Rose [09:30]: “When I started this during COVID, I was able to formulate my products full time.”

Heritage and Legacy

A significant theme of the conversation revolves around legacy. Nicole aspires to build Eladine into a lasting brand that honors her family’s legacy and inspires others. She envisions her business as a familial community where customers feel like part of her extended family.

Notable Quote:

• Nicole Rose [10:41]: “I want everyone to feel like they're a part of my family.”

Advice for Aspiring Entrepreneurs

Nicole shares valuable insights for those looking to build their own legacy. She emphasizes the importance of passion over profit, as illustrated by her initial unsuccessful attempt with bath bombs. Encouraged by a friend, she shifted her focus to hair care, leading to the success of Eladine.

Notable Quote:

• Nicole Rose [15:25]: “You have to be passionate. And Napoleon told me, 'Are you doing this for the money or are you passionate?'”

Conclusion and Future Outlook

The episode concludes with Nicole expressing her gratitude and outlining her aspirations for Eladine. She aims to make her products widely accessible and continues to innovate within the beauty industry. Jordan encourages listeners to explore Eladine’s offerings and stay inspired by Nicole’s journey.

Notable Quote:

• Nicole Rose [16:01]: “The website is EllaDean.com, and you can find us on all social media platforms as Ella Dean Hair.”

Closing Remarks: Jordan wraps up the episode by congratulating Nicole on her achievements and expressing excitement for Eladine’s future endeavors, reinforcing the podcast’s theme of building lasting legacies.

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Key Takeaways:

• Heritage and Inspiration: Nicole’s business is deeply rooted in her family’s legacy, driving her mission to create impactful and community-oriented products.
• Innovation in Product Development: By combining multiple fruits, vegetables, and herbs, Eladine offers unique hair care solutions that stand out in the market.
• Entrepreneurial Resilience: Overcoming challenges and learning from mistakes has been crucial to Eladine’s growth and success.
• Vision for the Future: Nicole aims to scale her business globally, making Eladine a household name in the beauty industry while maintaining accessibility and community values.
• Advice for Entrepreneurs: Passion and perseverance are essential. Authenticity and commitment to one’s vision can turn initial setbacks into future successes.

For those inspired by Nicole Rose’s story and interested in her products, visit EllaDean.com and follow Ella Dean Hair on all social media platforms.

Transcript

[Jordan]

Why should we put fruit and vegetables on our hair?

[Nicole Rose]

Because it's healthy for you. So, you know, when you go to the grocery store, you know, fruits and vegetables, they're expensive, you know, but they also have the same vitamins in them, like vitamin A, B, all that. So imagine them in a oil form, like cold pressed, same vitamins, but you're putting in your hair to make it stronger, healthier, and vibrant.

[Podcast Host]

Nicole Rose is the founder of Eladine, a Portland based hair care brand rooted in heritage wellness, in self expression. With a background in marketing and a personal mission to serve the textured hair community, she created a line infused with organic ingredients to promote healthy hair and scalp care. Inspired by her grandmother's legacy as a beautician, Nicole continues to grow Elodie into a trusted brand that empowers others to embrace their natural beauty.

[Nicole Rose]

I've had a couple girls be like, oh, your curls are going to be so ugly. Like, ew. So I got it early. So then when I started my hair care brand, I just knew, like, don't let anyone, you know, stop you from, you know, doing your brand. And now those people who said that they actually are my customers.

[Jordan]

Yeah, that's a great full circle story, right?

[Nicole Rose]

Yeah.

[Jordan]

And what about for people that are, like, stuck with an idea? Right. How did you know this was like the product or the idea for you?

[Nicole Rose]

Well.

[Jordan]

It spans the globe like a super high cold Internet Elvis friends. Today Apple is going to reinvent the phone.

[Nicole Rose]

It's not over until I win the.

[Podcast Host]

Living your legacy podcast.

[Nicole Rose]

Podcast for those who live to leave a legacy.

[Jordan]

Oh, that is sensational. Jordan, open Chicago with the lead. You said Paul is the fastest man on the planet. You can live your dream. Hello, and welcome back to another episode of Legacy Makers. Today we're all going to talk about hair. As you can tell, I've got a great set of hair on me. I love my hair. And Nicole Rose is here. She loves hair too. She's got an amazing hair product line. Very fascinating, really going for that global domination she's selling around the world. Very unique hair care line because it's backed and made by fruit and vegetables. So they always tell you you should eat your fruit and vegetables, but they don't say you should put it on your head too much. So welcome to the show.

[Nicole Rose]

Hi. Thanks.

[Jordan]

So why should we put fruit and vegetables on our hair?

[Nicole Rose]

Let's start there because it's healthy for you. So. So, you know, when you go to the grocery store, you know, fruits and vegetables, they're expensive. You know, but they also have the same vitamins and then like vitamin A, B, all that. So imagine them in a oil form, like cold pressed, same vitamins, but you're putting in your hair to make it stronger, healthier, and vibrant.

[Jordan]

Yeah. And I, you know, all jokes aside, I've seen the transition to adding, you know, more companies doing this. And I mean, it kind of like you start. It started with, you should eat your fruit and vegetables. Then people started putting it on their skin. Right. It's their skincare products. And now it's moving to hair. Right. So. So you're definitely, you know, leading the way. I know you've been doing this a few years, sold thousands of bottles, different product lines. Do you mind summarizing your story with this product line and your entrepreneurial journey?

[Nicole Rose]

Yeah. So in 2020, I started Elodie. And the reason why I call it Ella Deen is because I named after my grandma. So her name was Gloria Ella Dean Tims. And my family owns the oldest black salon in Oregon, Portland, Oregon, called Dean's Beauty Salon and Barbershop. My great grandparents, Benjamin and Mary Rose Dean, they built it in 1954.

[Jordan]

Wow.

[Nicole Rose]

And then my grandma, Ella Dean started working there with her parents in 1960, and she continued to work there for the next 50 years. So as of today, she is retired. She is dealing with Alzheimer's right now. And my aunt is currently running the salon. And I'm the fourth generation. It also was a register as a landmark too.

[Jordan]

That's also, yeah, crazy awesome story. So, so definitely some legacy there, right? In the. Legacy. Yeah. Um, but so, so talk about the product, right? What, why is it unique? You know, obviously the fruit and vegetable side, but obviously you're selling a lot of it. What's helping you stand out? How. How did you bring the products to life and create them?

[Nicole Rose]

Well, I got tired of seeing coconut oil and shea butter on the market, so I want to bring something different to the beauty hair care world. And by using fruits, vegetables and herbs. And yes, there are other hair care brands that use it, but they usually, usually use like one vegetable or one fruit or like one herb. So let's all three and let's just be unique. Like let's use Indian gooseberry, whatever that is. Let's use mustard. Let's use comfy root. Let's just use like onions. And I just know for a fact that my audience have not seen that they're used to seeing, like pomegranate, which my bestseller is pomegranate, but they're not used to Seeing like watermelon or any other oils, they're just seeing coconut oil.

[Jordan]

And do each, you know, like, obviously you're throwing all the, you know, it's like a smoothie. Right. You're throwing all of them into a, into a haircut product. But are you picking them because they have different benefits, different vitamins. How are you, like, are you a formulator? You hire in a formulation team? How you decide in the formulations?

[Nicole Rose]

Well, in the beginning, I started off with just four unique hair oils and I'm the one that formulates them. So you have two hair, hair growth oils, and then you have one oil that does dandruff and the other one does itchy scalp, eczema, psoriasis. And so I know my customers, they battle with it. And so I decided to formulate the oils. And then so all the oils in like my bestseller called look but don't Touch, they all aid in stimulating like your hair follicles and hair growth. And then the no Time for Flakes, which is the dandruff one. All the oils and herbs reduce the scalp inflammation in the dandruff. So it's not just random oils being put together. You have to really be careful because you're playing with herbs.

[Jordan]

Yeah. Yeah. Okay. And, and how's that been on the entrepreneur side? Like anytime you build a product, there's trial and error, there's products don't sell, manufacturing issues. Right. What's the five year journey been like?

[Nicole Rose]

Oh, very humbling because I went to school, I went to Portland State University. I got my degree in marketing.

[Jordan]

Okay.

[Nicole Rose]

So they don't teach you how to your own brand. They actually tell you to go work for brands like Nike or White and Kennedy. So they don't tell you go start your own marketing company. But I didn't want to do that. I want to do hair care. And so that journey was so humbling because there were times where I did not go to class. And the stuff I'm learning right now from my brand, I know I learned it in class. I just chose to watch a movie.

[Jordan]

Okay, got it.

[Nicole Rose]

So that's why I say it's very humbling. So I feel like college again, learning a lot of things. Like if I could go back in time, I would have paid attention to.

[Jordan]

Yeah, yeah, I mean, you would have probably learned some stuff there. But I mean, entrepreneurship's the best teacher anyway.

[Nicole Rose]

Like, exactly.

[Jordan]

Because we've hired, you know, I have a big company, 100 staff, and we've hired a lot of marketing university experts and they don't know what. Some of my marketers know that have just been doing it for years. Right. So I think that learn by doing is a great, you know, it's a great combo to maybe the formal education side. So what about your. Like I asked this. Every entrepreneur has a story, right? So what's your story been with the product? Like the biggest win where you're like, wow, this is really working. And then the second question is the opposite. Like, oh my God, is this going to blow up? You know, the order went missing or it all messed up.

[Nicole Rose]

I would say with Elodie I had a lot of wins, but my favorite one would be creating this oil called look but Don't Touch.

[Jordan]

I like the name. It's great.

[Nicole Rose]

Exactly. I knew way before I had the ingredients that that was going to be the best seller just by the. And so when I put the ingredients together, I knew it was gonna be amazing. Even the scent smells like pomegranate. And it actually is my bestseller to where now it has its own shampoo and conditioner. So that's been selling like crazy. So that's my biggest win for my biggest loss. Oh my goodness. I've had times where I forgot an ingredient.

[Jordan]

Okay.

[Nicole Rose]

Like I might have mixed an herb.

[Jordan]

So you build what you manufacture. Five hundred, a thousand or.

[Nicole Rose]

Yes, all at my parents house. It's all me doing it.

[Jordan]

Okay, so you're making it all and you realize, oh, I'm missing.

[Nicole Rose]

Oh, I put marshmallow root in other one. Like huh. Maybe the customer won't notice. So yeah, they didn't notice. But for me that's still a loss because I want everything to be perfect. And as an entrepreneur, you don't want to make mistakes, you don't want anyone to bash you, cuz you're a small brand. It's very.

[Jordan]

And then how, how do you see the future? Right? So it's like, you know, you started making it, you know, by yourself. Right. You're now selling obviously hundreds or thousands of bottles. Top sellers, I imagine, you know, five, ten years from now. Do you want it in stores? I know you're shipping around, you've sold around the world now or starting to. How do you see the progression?

[Nicole Rose]

I want my products in big retail stores. They're in like local retail stores in Portland and then one in D.C. and two in LA. And of course I sell online, but I want them to be everywhere. Like that is the goal. Like I really want to be known as a really big beauty leader and I want people to be inspired by me too. And.

[Jordan]

And what. What's the big goal? Is it like a Sephora or like a nationwide brand? Or is it more a worldwide. Just people buying it from the. The website as well, or is it a celebrity that's endorsing it?

[Nicole Rose]

I say all the above, definitely like a Sephora. And then just, I want my products to be easily accessible to people. So if that means it being in a store that's smaller than Sephora, that's fine. As long as my customers can get to it. That's perfect for me.

[Jordan]

Love it. Love it.

[Nicole Rose]

I don't want to be too exclusive.

[Jordan]

Yeah. Yeah. And let me ask you, you know, how was the journey like doing this versus taking a corporate job?

[Nicole Rose]

I actually had a corporate job when I started Elodie, and it's very different. You don't have enough time to work on your brand because you're at work from 9 to 5 and then you're tired and you have to get ready at 8 in the morning, then be at work by 9. When do you have time besides the weekend? And then you want to rest on the weekend too. And so luckily when I started this, it was during COVID My job said, let's just remote. So I got very lucky where I was doing Elodie full time.

[Jordan]

Yeah.

[Nicole Rose]

When I was supposed to be on the clock, which I was. And I just got very lucky, was able to formulate my products. And then I went on the news in January 2021, and my brand just took off there.

[Jordan]

And how did the news thing come about?

[Nicole Rose]

Well, me being a marketer, you have these creative ideas, like, let's just reach out to the local news. And they wrote me back immediately, was like, okay, we're going to interview on Thursday. I'm like, no, wait. I was just playing, like, I'm not ready for this. They're like, no, we'll see you on Thursday. And I did my first interview with Channel 8 and it took off. And.

[Jordan]

Well, and they were featuring you about your product and my journey, family history. Okay.

[Nicole Rose]

Definitely. So I'm very thankful that my great grandparents and my grandmother have this legacy because it actually does help my brand.

[Jordan]

Well, let's talk about the legacy side. So, you know, how do you see your legacy and what you really want.

[Nicole Rose]

To build this into the same way my great grandparents did it. I want everyone to feel like they're a part of my family because that's how it was going to the salon and you know, what a legacy, it's a lasting impact and I want to be A positive impact. I want my kids to actually live off of it and maybe do something with it. So I want to. I want to be known for like, several years.

[Jordan]

Well, yeah, I mean, yeah, that salon idea especially, like, I feel more in old school. Like old school America in the movies and stuff. It's like they're the center of the community. Right. And everyone goes. Everyone knows everyone, you know, so if you can, like now, I think, because the Internet and it's more transactional and people want speed and they even get their haircuts at home now. Right. It's become a little less like that. But how do you capture that for your brand online? Right? Like how it's all inclusive and gets everyone together. Right. If you can do that, I think that's a great thing.

[Nicole Rose]

Oh, yeah.

[Jordan]

And what about people that are. I always love to ask this, like, trying to build our own legacy. Right? Like, you went to university, had a corporate job. It's hard to start your own business. You have to spend money, you have to fail a bunch. I'm sure friends and family doubted you, said, don't. You know, some people said, don't do this. It's not going to work. How did you get through all that?

[Nicole Rose]

Well, when I was 16, I decided to go natural, as in don't use relaxers. And I've had a couple girls be like, oh, your curls are going to be so ugly. Like, ew. So I got it early. So then when I started my hair care brand, I just knew, like, don't let let anyone, you know, stop you from, you know, doing your brand. And now those people who said that, they actually are my customer.

[Jordan]

Yeah. That's a great full circle story, right?

[Nicole Rose]

Yeah.

[Jordan]

And what about for people that are, like, stuck with an idea? Right. How did you know this was like the product or the idea for you?

[Nicole Rose]

I got older because I tried to do Elodie in 2017. I just didn't have a name. But I was still in college, I didn't graduate yet, and I thought I had to be a chemistry. And so in 2020, I just figured, you know what, you're older, you already graduated, you're more mature. Go for it.

[Jordan]

Yeah.

[Nicole Rose]

So I just needed some time and confidence.

[Jordan]

And you started with a few hundred dollars you saved or fifteen hundred dollars. Started with fifteen hundred dollars.

[Nicole Rose]

Oh, yeah.

[Jordan]

Wow.

[Nicole Rose]

Yeah, it's expensive. My fruits and vegetables are so expensive. Like, I understand why people do coconut oil and shea, but it's cheap.

[Jordan]

So you add the fifteen hundred dollars. What did you. How did that early Phase go. What did you spend it on? How did you sell it?

[Nicole Rose]

I spent it on bottles.

[Jordan]

Yeah.

[Nicole Rose]

And then the oils to make liquid on touch.

[Jordan]

Yeah.

[Nicole Rose]

Luckily, we just. They just came out with installment plans, so I didn't have to spend all the 1500. And then I also spent it on the bottle caps. And then my friend did the labels for free, so I had like a couple dollars left over. And we're like, let's just go.

[Jordan]

How'd you start selling it?

[Nicole Rose]

Just Facebook, like, hey, everyone, I'm the granddaughter of, you know, Elodie, blah, blah, blah. But everyone was like, oh, another business. During COVID no one really believed me. So I had 600. I made 600 my first, like, time selling Elodine.

[Jordan]

Okay.

[Nicole Rose]

I don't know how many bottles that was, but made 600 in November because I launched on Black Friday, so I actually might have made it in December.

[Jordan]

Okay.

[Nicole Rose]

And then when I went on the news, that's when I was getting a lot more sales. But what people don't know is that I was making my hair oils out of a crock pot.

[Jordan]

Okay.

[Nicole Rose]

And. And with mason jars.

[Jordan]

Okay.

[Nicole Rose]

And I could only produce 10 bottles. Now I can reproduce. We'll produce like hundreds.

[Jordan]

Yeah. And eventually have like a warehouse or a fact, you know, place. Yeah. Long term.

[Nicole Rose]

Oh, yeah.

[Jordan]

And what about, you know, for people that are maybe wanting to hear the story before this? I know you told me offline, this is obviously a business started. You got it going, but it wasn't your first attempt. Right, Right. So what a tell that story. I mean, it's always great to, you know, hear that there's some fails along the way. Right.

[Nicole Rose]

Well, I was so intimidated to start my own hair care brand. I'm like, no, I'm not doing this. Let's just do bath bombs. Yeah. And I called it rose colored essentials. And my friend Napoleon was, you don't even take baths. Like, you take showers. Like, what are you doing? Just do hair care. And I'm like, no, it's okay. And then my friends are like, no, what are you doing? So I have bath bombs that I created. I think I made, like, probably $500. And I was like, I don't even take baths. I don't care about any of this. Like, no.

[Jordan]

Well, I think it's two things, like, you know, bath bombs and stuff, that people are more shower based. You know, like, it's maybe a birthday present and their gifts and stuff. But hair care is a daily thing. Right. So anytime we can get more mass market, it's better. And. And then the second point, I think you got to be passionate about it, and I wasn't.

[Nicole Rose]

You have to be passionate. And Napoleon told me. He's like, are you doing this for the money or are you passionate? And I'm like, you know what? You're right. I'm doing it for the money. He's like, then do hair care.

[Jordan]

Yeah.

[Nicole Rose]

And so I care about Elodie.

[Jordan]

Like, forget the ways you're gonna work till midnight, weekends.

[Nicole Rose]

Yes. I orders at three in the morning sometimes.

[Jordan]

Yeah, yeah, exactly. I love that. Love that. So, last question. You know, you're here filming what some nuggets or pieces of the story people will get from your main episode if they're listening to this.

[Nicole Rose]

First, how I started everything and my personality and how the products can benefit you.

[Jordan]

Good.

[Nicole Rose]

No matter what type of hair texture you have.

[Jordan]

Love it. And last question. If they want to go check out the product. Right. You know, they're fascinated by it. I'm sure they want to see it. What's the best way? Social media website. Do you mind just sharing that?

[Nicole Rose]

Yes. So the website. Ella dean.com. and then social media, Ella Dean hair. That's all platforms.

[Jordan]

Love it. And the name. The name just rings. I don't know why. It just. Yeah, it's very awesome. So that's. That's a wrap, guys. Go check out the product, obviously. Go check out the full episode and hear the full story, which I'm sure is even more epic. And, yeah, congrats to you for obviously building the brand. And. And I know it's just a start. Like, all of us entrepreneurs, like, we're proud of where we're at, but we know there's 90 more to come. Right? So excited to. To see it come to life, guys. That's a wrap. Keep building a legacy, Keep working hard, and bring your story to life. I'll see you guys soon.

[Nicole Rose]

Bye.