Meet Jasmine Nelson

We had the good fortune of connecting with Jasmine Nelson and we’ve shared our conversation below.

Hi Jasmine, can you walk us through the thought-process of starting your business?
Before I started Umber By J Lenay, I was silently battling what I now know is called hirsutism — a symptom of PCOS caused by excess androgens, which led me to grow thick facial hair along my neck and jawline as early as puberty. At the time, I didn’t know what was happening to me. All I knew was that I felt ashamed, embarrassed, and stuck in an endless loop of trial and error.

I tried everything — DIY YouTube remedies, strict diets, facial hair removal tools, and expensive sessions of electrolysis and laser hair removal. Treatments that promised permanence only left me with more hair, more side effects, and a lot less money. It was frustrating and disheartening to say the least.

But I’ve always been a researcher at heart. Over the years, I quietly collected studies, took notes, and started experimenting with natural ingredients in hopes of finding something that worked for me. When I finally became a stay-at-home mom, I found the time to turn my notes into action. My only goal at first was to create something that helped me feel confident in my own skin. If it worked for me, maybe it could help others too.

After months of formulating, testing, and tweaking, I landed on a natural oil that started to show real results. I tested it with a group of women — complete strangers — who didn’t know me or owe me anything. Their results spoke volumes. From there, I created three different strengths to suit different skin sensitivities: Regular, Sensitive, and Extra Sensitive. Eventually, I went through dermatologist testing to ensure safety, because when you create a product that physically changes the body, integrity must come first.

Umber By J Lenay wasn’t born from a business plan — it was born from pain, frustration, and the deep need to feel seen and supported. I simply wanted to offer others what I desperately needed for myself: a solution that’s honest, natural, and effective — not just another empty promise.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Umber By J Lenay is more than just a beauty brand — it’s a lifeline for women who are silently battling excessive facial and body hair, often due to PCOS, hormonal imbalances, menopause, or medication side effects. What sets us apart is that we don’t just sell a product; we provide real, natural solutions for a struggle that most people don’t even talk about — one I’ve personally lived through.

What makes me most proud is knowing that this started in my grandmother’s kitchen, from something I created out of my own frustration and insecurity, and it’s now helping women all over the world feel seen, supported, and beautiful — even in their most uncomfortable moments. I’m excited that we’re giving people a safer, more affordable alternative to laser and electrolysis with products they can actually understand and trust.

Getting to this point was far from easy. I didn’t come from a business background. I was a stay-at-home mom, working on this in between naps, homeschooling, and late-night research sessions. I’ve bootstrapped everything, learned through trial and error, lost money on things that didn’t work, and had to figure out marketing, fulfillment, and business structure all at the same time — while still being the face and voice of the brand. But I refused to give up because I knew what it felt like to suffer in silence. I knew there were other women like me.

The biggest lesson I’ve learned? You can’t wait for perfect circumstances. You have to work with what you’ve got and keep moving forward, even when it’s uncomfortable, even when you feel unsure. Also — listen to your customers. Our community has shaped this brand just as much as I have.

What I want the world to know is this: Umber By J Lenay exists because no one was talking to us. The women who feel like they don’t fit the mold. We are here to change that. Our products aren’t about perfection — they’re about progress, confidence, and relief. And our story is proof that pain can be turned into purpose when you stay rooted in your “why.”

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Even though I’m originally from Houston, I only recently moved back after spending years in Oakland, California. It had been over 17 years since I last lived here, so coming back felt like rediscovering a whole new city. Houston has grown so much — and while I’ve been laser-focused on building Umber By J Lenay and serving our community, I definitely make time to enjoy the little things when friends come to visit.

If my best friend was in town for the week, food would be first on the itinerary. Houston is a foodie paradise — from Korean BBQ to Brazilian steakhouses to the lowkey taco trucks that hit harder than any five-star restaurant. New spots are popping up constantly, so no matter how many times you visit, there’s always something new to try. I’d definitely take them on a mini food tour across different parts of the city — Montrose, The Heights, Midtown, and maybe a little taste of the international corridor in Bellaire.

Outside of eating, I love creative experiences — anything that lets me use my hands. As someone who studied Architecture and Fashion Design at CCA (California College of the Arts), I’ve always been a maker at heart. So I’d find a good perfume workshop, candle-making class, or something crafty that speaks to both relaxation and inspiration. That creative background is actually what helped shape the visual and brand identity of Umber By J Lenay today.

And while I used to love hitting the movie theater, these days you’ll catch me cuddled up at home on my oversized couch with my husband and my two big-headed boys — snacks in hand, no need to sneak anything in. Right now I’m a homebody, but if I could, I’d travel all the time. So far, I’ve been to quite a few places around the U.S., but my dream is to explore internationally and check off every single one of the Seven Wonders of the World. That’s definitely on my vision board.

Houston is full of hidden gems — but honestly, the best part is making memories with the people you love, whether that’s over dinner, in an art studio, or just lounging at home.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to give a heartfelt shout-out to every woman who has ever struggled with excessive facial or body hair and felt unsure of what to do about it. To all the PCOS, Hirsutism, Mom, and Wife groups I was part of on Facebook and Reddit — thank you. You took a chance on my product during the testing phase, and your feedback helped shape what Umber By J Lenay is today. Because of you, I’m now able to help thousands of women around the world reclaim their confidence and feel seen.

A huge thank you also goes to my sister and PR partner, Rashia Stewart. You’ve been instrumental in helping us spread awareness and share our mission — that there is another option outside of laser and electrolysis. We’re here to offer real, natural solutions for a struggle that too many people silently carry.

Lastly, thank you to everyone who has poured into me with wisdom, tips, and guidance on how to run a successful business — one that stays aligned with its customers and values. Because of you, we don’t just sell a product — we build trust, create community, and work every day to make our customers feel seen, heard, and happy.

Website: https://umberjlenay.com

Instagram: https://instagram.com/umberjlenay

Linkedin: https://www.linkedin.com/in/jasminenelsonujl

Facebook: https://facebook.com/umberjlenay

Youtube: https://youtube.com/umberjlenay

Image Credits
Photographers

Lifestyle Photos – Charming Charlton Reed
Product Photos – Adelina P.