About Toya

by L. Jones founder & CEO, LaToya Jones, is a licensed cosmetologist with 20 years of behind the chair experience, helping women restore and maintain healthy hair. Throughout her career behind the chair, she worked with countless clients struggling with dryness, breakage, heat damage, chemical damage, and scalp concerns. She realized many women weren't lacking commitment, they simply needed products that truly worked, and were easily accessible, without necessarily having to visit a salon.

Determined to bridge the gap between professional salon care and everyday home maintenance, LaToya created by L. Jones. Every formula is developed with the same philosophy she used in the salon: healthy hair starts with healthy habits, effective ingredients, and consistency.

Today, LaToya continues to educate thousands of women through hair care tips, product education, and practical advice, empowering them to care for their hair with confidence. Every product reflects her passion for creating salon-quality solutions that make healthy hair more achievable for everyone.

Who We Are

by L. Jones is a premium, salon-inspired hair care brand dedicated to helping customers achieve healthier, stronger hair from the comfort of home. Founded by licensed cosmetologist LaToya Jones, the brand was created after years of treating damaged and chemically processed hair in the salon and recognizing the need for professional-quality solutions that actually address common hair concerns.

Our collections are thoughtfully formulated for textured hair, including relaxed, color-treated, frequently heat-styled, and damaged hair, with a strong focus on moisture, strength, scalp health, and long-term hair wellness. Every product is designed to simplify healthy hair care while delivering visible, salon-quality results.

The brand's hero innovation, Sweat Control Elixir, has become a customer favorite by helping prevent scalp sweat from ruining silk presses, blowouts, protective styles, and other hairstyles during workouts, hot weather, and hot flashes.

At by L. Jones, we believe all hair can be good hair—good hair is healthy hair.

Our Why

I believe every woman deserves to feel confident wearing her own hair.

For too long, many women have been made to feel that healthy hair is difficult to achieve or reserved for a select few. My mission is to change that. I created by L. Jones to help women strengthen, restore, and care for their natural hair so they can wear it proudly, whether it's relaxed, color-treated, natural, or heat styled.

Nothing is more rewarding than hearing a customer say they finally feel confident wearing their own hair again. That's why we do what we do.

Our purpose extends beyond creating great products. We're committed to educating, encouraging, and empowering women to build healthier hair and greater confidence, one shampoo day at a time.

At by L. Jones, we believe that all hair can be good hair. Good hair is healthy hair.

Our Philosophy

Hair care shouldn't be confusing. We believe healthy hair is built through consistency, moisture, strength, and the right products, not trends or shortcuts. Our goal is to make professional hair care simple enough for anyone to achieve beautiful, healthy results at home.

  • Black & Woman Founded & Owned

    Proudly founded & owned by a Black woman

  • Healthy Hair Focused

    Every formula is created to nourish, strengthen, and encourage healthier hair

  • Salon Quality Formulas

    Licensed cosmetologist-developed formulas inspired by over 20 years of behind the chair, hair care specialist experience

  • Sulfate & Paraben Free

    Gentle formulas that cleanse without harsh ingredients that strip the hair.