Meet Jasmine Nelson, a trailblazer who turned her lifelong struggle with PCOS and hirsutism into Umber by J. Lenay—a brand that’s changing the game for women who face similar challenges. Driven by her personal experience and determination, she developed the Hair Reducing Fade Oil, the brand’s hero product, which has transformed the lives of countless women, helping them feel seen, empowered, and confident.
From struggling with PCOS to appearing on Bet on Black and maintaining affordable prices despite rising costs, Jasmine’s journey reflects a deep commitment to community, transparency, and accessibility. In this interview, she shares the highs and lows of building her brand, the science behind her products, and her plans for Umber’s exciting future. Dive into her inspiring story and see how she's making a difference, one product at a time.
Can you tell us more about the personal journey that inspired you to start Umber by J. Lenay?
When I was a teenager, I started noticing hair growing on my face and neck. I didn’t understand why it was happening, and I had no idea how to manage it. In my search to control it, I made mistakes that only led to more issues—painful ingrown hairs, dark spots, and endless frustration. For years, I struggled with these challenges, trying different methods and hoping to find answers.
Eventually, I was officially diagnosed with PCOS after my first ultrasound, which revealed multiple cysts on my ovaries. That moment confirmed the source of my excessive hair growth, finally giving me answers and a name for what I had been dealing with for so long. This realization marked the beginning of my journey toward finding a better, healthier solution.
How did your experience with PCOS shape your approach to creating products for women with similar conditions?
Learning more about PCOS and its symptoms, I realized that the hair growth wouldn’t simply go away due to the hormonal imbalances it causes. Instead of lessening over time, the opposite was true—as I got older, the hair only became more prominent. After undergoing countless hours of electrolysis with little success, I knew I had to find another solution. With extensive research and experimentation, I eventually discovered an approach that finally helped me manage the issue.
What were some of the biggest challenges you faced in the early days of building your brand?
One of my biggest challenges was sacrificing time with my husband and children. The journey was filled with long days, late nights, and early mornings, driven by a laser-focused determination to make this vision a success. When I set my mind on something, I’m committed to making it work, no matter what. In hindsight, this intense focus is both a strength and a flaw; I often neglected my own self-care along the way.
Starting a business, we like to believe we’ll have the freedom to set our own hours, and while that’s true to some extent, the reality is that running a business is a 24/7 commitment if you want it to thrive. There are times when the demands feel overwhelming, and the thought of quitting crosses your mind. But at the end of the day, every hour and sacrifice is worth it
Many people may not know the struggles associated with hirsutism and PCOS. How do you use your platform to educate others about these issues?
Whenever the algorithm allows, I share information on how to navigate life with excessive male-pattern hair as a woman. Our content covers a wide range of topics, from managing and preventing ingrown hairs, skincare routines to soothe irritation, and the best techniques for safe facial hair removal to dietary tips that may help balance hormones naturally. We want our audience to feel supported not only with effective product solutions but also with guidance and empathy. We deeply understand the emotional impact of excessive hair growth and how it can challenge one's sense of femininity. Our goal is to create a community that supports each other, where women feel seen, understood, and empowered on their journey to confidence and self-care.
How did you approach the task of formulating your own hair inhibitor oil, and what was the process like from idea to final product?
I dedicated countless hours to research, much of it through trial and error. My goal was to create something that worked for me personally, not to build a business. I focused on developing what became my hero product, the Hair Reducing Fade Oil, to find a real solution for myself. But after achieving success, I had family members and friends try it as well. Their positive experiences and encouragement inspired me to help others facing the same issues. I hadn’t realized just how common excessive facial hair was among women until I started sharing my brand. In doing so, I discovered an entire community of women dealing with this challenge, which fueled my passion to reach and support them.
You mentioned using social media and community connections to grow your brand. What role has community support played in your success?
Community support has been instrumental in the growth of my brand because it allows me to connect deeply with those who share the same struggles I’ve personally experienced. My focus has always been on transparency and empathy, not just sales. As someone who knows firsthand the emotional challenges of dealing with excessive facial and body hair—like the embarrassment, feelings of insecurity, and the frustration of recurring issues—I've made it a priority to foster a space of understanding and education.
Rather than offering quick fixes, I focus on explaining the root causes: why hair growth happens, what leads to ingrown hairs, and the reasons behind persistent dark spots. I believe that achieving skin goals is a journey that requires personalized solutions, as no single approach works for everyone. Through honest conversations and community involvement, I’m able to guide women in finding what works best for them. This commitment to helping others on a personal level has built trust and loyalty, making community support a cornerstone of my brand’s success.
Can you share a memorable story of a customer whose life was positively impacted by your products?
Many customers have shared that my product has changed their lives, but one story stands out. A woman who had been struggling with a full-face beard for most of her life reached out to me. She felt isolated, often avoiding family and social situations because of her fear of judgment.
People would sometimes question her gender, which left her feeling deeply depressed and self-conscious.
When she came to me, she didn’t have a skincare routine, so I guided her through creating one that would work for her specific needs. Once she had a routine in place, I suggested she add our Hair Reducing Fade Oil. Before using the oil, she would remove her facial hair every week, but by day four, regrowth was already noticeable. After incorporating Our Hair Reducing Fade Oil, her regrowth slowed significantly. Her hair now comes back now with a few stubbles after a full week, and it’s much thinner and less noticeable, allowing her to go nearly two weeks before needing to remove it again. This transformation has given her a newfound confidence, and stories like hers remind me why I do what I do.
If you could go back and give yourself one piece of advice when starting Umber by J. Lenay, what would it be?
I wish I had started much sooner and taken that leap of faith. If I hadn’t been so caught up in self-doubt, I could have been helping more women regain their confidence much earlier. I truly feel this work is my calling, and I’m grateful to be able to make a difference now.
Are there any misconceptions about hirsutism and facial hair removal that you would like to challenge or clarify for people?
A major misconception about hirsutism and facial hair removal is that there’s a “one-size-fits-all” solution. People often suggest laser or electrolysis treatments, which can work well for some. However, these methods don’t offer guaranteed or permanent results, especially for those with conditions like PCOS, which drive hair growth from within. For instance, many laser services now include "lifetime touch-ups" in their packages, acknowledging that the results are not truly permanent. Similarly, electrolysis can sometimes stimulate new growth; while one hair follicle may be destroyed, the treatment can trigger nearby follicles to become active.
This journey is about finding what works for your unique body, which might be a combination of treatments, skincare routines, or lifestyle changes. Even changes like diet or exercise, which many assume will reduce hair growth, aren’t foolproof. Personally, I’ve always been active and fit, yet still dealt with excessive hair growth before developing my product. Each person’s journey with hirsutism is individual, and understanding this can help in finding the most effective approach for your own skin and hair.
What would you say has been your biggest accomplishment(s) since launching Umber by J. Lenay?
One of my proudest accomplishments is appearing on Bet on Black. Receiving that email was a wonderful surprise and a testament to the fact that you never know who is watching your journey. Additionally, maintaining our commitment to customers by keeping our prices steady
despite inflation is something I deeply value. We prioritize putting our customers first by offering as much support as possible. We understand the challenges that come with excessive hair, and we are dedicated to ensuring that women everywhere know we are here for them, no matter how severe their situation may be. These achievements reflect our dedication to transparency, affordability, and unwavering support for our community.
What do you hope women feel or experience when they use your products, especially those who may have faced similar struggles to yours?
I hope that women who use our products feel empowered and as though they’ve overcome a challenging hurdle. Managing facial hair daily can take a significant mental toll, affecting self-esteem and sense of femininity. Our goal is to help our customers feel confident and secure, whether they’re out in public or in the privacy of their own homes. Society’s beauty standards can be tough to keep up with, creating an everyday struggle for many. We aim to bring happiness and confidence back to those who know this challenge all too well, helping them embrace their beauty on their own terms.
Where do you see Umber by J. Lenay going next? Are there any upcoming products you’re particularly excited about?
We are actively planning to expand our product line and enhance our packaging to prepare for entry into brick-and-mortar retail. Additionally, we’re focused on increasing our presence at events, ensuring we stay connected and involved within the community. With more opportunities to spread awareness in person, we’re confident that the upcoming year will be an exciting and impactful one!
