I had the pleasure to visit the QVC studios last week and go behind-the-scenes with Ojon Founder Denis Simioni as he shot a few of his videos for their newly released products. Watching QVC in action is like standing in the midst of a well-oiled machine – a machine that is functioning 24/7, 365 days a year that is. Simioni was flawless as well – I’ve had the pleasure of meeting quite a few industry experts, and none have been so passionate about their brand, and had such an inspiring story (and seemed to be so amazed by it) as he was.
Simioni began Ojon in 2000, after discovering a little baby jar that contained a “foreign ingredient” in the bathroom of one of his relatives that lived in Central America. He became curious about what was in the jar, and found out that the ingredient was “some sort of magical paste that literally transforms dry, damaged hair into healthy hair.” Obviously becoming curious about how the paste works, he began using it and letting his friends use it, and everyone wanted it. He quickly learned (from talking to Grandma) that the paste was sold in Honduras in the open market by the Miskito Indians. So, instead of taking his planned vacation to Disney World, Simioni converted his plane tickets to Honduras and headed out to find this mystery paste.
Upon arrival, he found a truck labeled with MOPAWI, which was a non-profit group that helped to sustain the development of the Miskito. He walked behind the truck for hours, and then had to jump in a canoe (Simioni still owns the canoe to this day) and rowed for five hours until he found the Miskito people. Simioni noted that they all had long, gorgeous hair that was wound up in buns, and after asking them to pull their buns down he couldn’t get over just how long their hair was and how there wasn’t breakage. Simioni took samples of the paste (which he now realizes was oil from Ojon nuts) back with him, and promised to return and work with them soon.
He stayed true to that promise, and was back in Honduras 7 months later after presenting the idea to QVC and realizing that there was nothing else like this on the market.
Simioni is obviously a great example of a true pioneer in the haircare industry who goes after what he believes in, and brings it to fruition, as Ojon is now an Estee Lauder company. When asked what advice he has for future entrepreneurs, Simioni replied, “The secret to life is just having a passion for what you do. If you believe in it and you want it bad enough, you’ll find a way of making it work.”
He has certainly made this motto ring true for his life and his product line, now launching Ojon’s Rare Blend Oil (nicknamed the “Liquid Hair Concealer”) which combines 7 rare oils in one product to help restore your hair. The product doesn’t just pile up on your hair, but actually penetrates the hair shaft to restore it’s condition. Another new product for the line, and a shock to many of it’s loyal followers, is a mascara. But, when you talk to Simioni about it, it actually makes a lot of sense. “Lashes are hair, and our customers were taking the Ojon treatment and putting it onto their lashes,” Simioni said. He added that with anyone that has an issue with dry, damaged hair they can help and make the hair thicker, so why not do that with eyelashes? The new mascara blends Ojon oil and amino acids to penetrate the lash and nourish it.
As for more cosmetics in the future? “Certainly, if we find the right ingredients.”
FAQs
Ojon Founder Denis Simioni Talks About The Brand & Why He Chose To Launch A Mascara.
What happened to the Ojon company? ›
The Estée Lauder Companies Inc. has agreed to acquire the Ojon Corp., a privately held prestige hair care company based in Canada. "Ojon is a terrific strategic fit in our portfolio," said William P. Lauder, president and CEO, The Estée Lauder Companies.
Who is Dennis from tweaked by nature? ›
About us. Many people refer to Denis Simioni simply as the “Indiana Jones of the Beauty Care Industry”, a man who began a movement regarding the quest for rare and “wild-crafted” ingredients.
Did Estee Lauder buy Ojon? ›
July 9 (Reuters) - Cosmetics company Estee Lauder Cos. Inc. said it agreed to acquire Canada-based Ojon Corp., a privately held hair-care company.
What are the benefits of Ojon oil? ›
REPORTED BENEFITS
Its high concentration of Linoleic Acid boosts the skin's barrier layer, helping to seal in natural moisture and preventing Trans-Epidermal Water Loss (TEWL). Its emollience, soothing quality, and high vitamin and fatty acid content work in conjunction to benefit the acne-prone skin.
What company owns Living Proof hair products? ›
The Anglo-Dutch giant continued its buying spree, purchasing the hair-care brand for an undisclosed sum.
Is tweaked by nature chemical free? ›
Our Ethos. Our award-winning formulas focus on ingredients from nature, and don't include SLS/SLES, parabens, ethylisothiazolinone/methylchloroisothiazolinone, formaldehydes, formaldehyde-releasing agents, phthalates, petrolatum, mineral oil, chemical sunscreens, coal tar, hydroquinone, triclosan, triclocarban or talc.
What is Ojon oil? ›
'Elaeis oleifera' is a species of palm commonly called the 'American Oil Palm'. It is native to Southern and Central America, from Honduras to northern Brazil. Ojon Oil is extracted from fruits of the Caiaue Tree. 'Ojon' is the Miskito name for this palm.
What does tweaked by nature do for your hair? ›
Restore Cleansing Hair Treatment by Tweak-d changes how you go about conditioning, treating, and cleansing your hair. This multifunctional 5-in-1 treatment was developed to use as an intensive hair treatment, shampoo, conditioner, detangler, and shine enhancer, all in one easy-to-use product.
Does tweaked by nature test on animals? ›
No, we are proud to say we do not test on animals and we are Leaping Bunny certified. What does Wild Crafted mean? Wild crafted refers to herbs and plants that were gathered from the wild and free of herbicides, pesticides, detergents and other chemicals.
SkinSAFE has reviewed the ingredients of Tweak-D By Nature Restore Cleansing Hair Treatment 15.52 oz/440 g and found it to be 82% Top Allergen Free and free of Gluten, Nickel, Lanolin, Paraben, Topical Antibiotic, MCI/MI, Propylene Glycol, Dye, and SLS.
Who is Estee Lauder's biggest competitor? ›
Estee Lauder's competitors
- Johnson & Johnson.
- Procter & Gamble.
- Coty.
- L'Oreal.
- Beiersdorf.
- CHANEL.
- AMOREPACIFIC.
- Shiseido.
The company's products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, Aramis, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums ...
What country owns Estee Lauder? ›
The Estée Lauder Companies Inc.
(/ˈɛsteɪ ˈlɔːdər/ EST-ay LAW-dər; stylized as ESTĒE LAUDER) is an American multinational cosmetics company, a manufacturer and marketer of makeup, skincare, fragrance and hair care products, based in Midtown Manhattan, New York City.
Who is the owner of ozone relaxer? ›
N.N. Fems Industries Ltd (Makers Of Ozone & Apple Relaxer Brands)
Who owns holistic hair? ›
The Co-Owners
Nicky & Jodene acquired Holistic Hair in 2015. Having previously worked together in the Health & Beauty industry, they discovered a passion for natural products and their shared vision to build a niche natural hair care brand, with a sustainable, environmental & social purpose.
Who owns as I am hair care? ›
As I Am is 100% owned and operated by the Syed Family and is 100% Self Funded thanks to our loyal customers. Thanks to you, we are able to stay independent and focus on the research & development of curly hair products.
Who owns the hair boss? ›
The Hair Boss is owned and formulated by Former British Hairdresser of the Year and 3 times British Hair Colourist of the year, Lisa Shepherd.
