Meet James
Master Barber, Loctician, & Entrepreneur James Lawshea, created Emaj Hair Care products in 2007. As a stylist, he noticed a gap in the natural hair product industry. Holding a background in cosmetic chemistry, Lawshea was a former employee at Soft Sheen back in the 90s, where he received an opportunity through the Black on Black Outreach Division at Soft Sheen. There he learned how to run and operate a business. He started out working in IT and then became a Research Technician. Lawshea was trained to make chemical relaxers, hydrated bergamot, and other hair products.
As he built a solid reputation in the natural hair care industry, his journey at Soft Sheen sparked an interest in creating a hair care product line. His first product was a loc gel. Initially, he purchased whipped hair care products from locals in the community and then spun the products to make them his own. Eventually, he created products from scratch. As a result, Emaj Hair Care products were born. His children's names are inspired by the brand “Emaj” and hair oil “Memphis.”
Lawshea tested the loc gel at weekend trade shows in Georgia, in which upwards of 300,000 people attended. He did hair demos and pulled attendees from the audience to test his products. The feedback was remarkable. “A practical product with a nice hold.” Unlike other brands, Lawshea contributed to the success of his natural hair products because he didn’t use alcohol to stretch them for mass production. He took it a step further, and instead of just supplying a great product, he taught clients how to do hair maintenance in-between visits provided hair education and information on healthy locs. Lawshea creates a loc & twist gel, oil, light hold gel, (his best-seller), shampoo and conditioner, and natural shine hair products. He prides himself on making natural plant-based ingredients instead of ones with chemicals.
As a Barber Instructor, Lawshea’s expertise has motivated him to inspire others, teaching the practice of barbering, haircutting, and styling. As an entrepreneur, his products are currently sold in 19 states. In addition, he is the owner of a bold design apparel clothing line. He creates African-centered clothing with messaging that provokes thought and robust conversation. A native of Chicago’s south side, Lawshea provides a home away from home for his clients, many of whom have patronized him for years. Lawshea’s barbershop on 79th street in Chicago’s Chatham community provides support for many men (and women) and has somehow held on to the old school formula many African American shops have lost. A trusted confidant, Lawshea provides a safe, nonjudgmental space for his clients to express and address problems impacting their lives.
Lawshea’s goal is to continue creating hair care products, clothing apparel, and sacred community spaces to cultivate a healthy and positive image and beautify the natural appearances of his clients. He is passionate about creating a legacy and building generational wealth for his children and generations to come.