FRUSTRATED by years of battling dry hair, scalp irritation, and products that failed to deliver lasting results, Stephanie Coates developed her own blend of natural oils — a solution that would eventually evolve into SJA Rapid Growth Essential. The Hanover-based business produces an all-natural hair growth oil designed to nourish the scalp, reduce breakage, and support healthier hair.

“And it is also a stress release because the peppermint in there, when you put it on your scalp, oh my God,” Coates said in an interview with the Jamaica Observer.

The idea for the product emerged from Coates’s own hair journey. After experiencing extreme hair breakage from as early as grade five, and being told by a hairstylist that her hair was extremely dry, she found herself trying numerous products without success. Persistent scalp itchiness and the ongoing expense of treating chemically relaxed hair eventually led her to make a major change. She opted for a “big chop” and began her transition to natural hair. In the process, she searched for a hair oil that could effectively seal moisture into her hair, but struggled to find one that delivered the results she wanted. That search led her to begin researching different oils and eventually develop her own formula.

COATES…when I started using my oil, I noticed that my scalp no longer itched, it reduced my dandruff, and I retained more moisture. And then because I retained more moisture, my hair started growing.

“When I used hair lotion and oils, by the time I woke up the next day my hair was dried out from the oil yesterday, like I didn’t oil it at all,” she told the Sunday Finance. “So when I started using my oil, I noticed that my scalp no longer itched, it reduced my dandruff, and I retained more moisture. And then because I retained more moisture, my hair started growing.”

After testing the formula on herself for a year, Coates became convinced it had commercial potential, and the business officially launched in 2022. While speaking with the Jamaica Observer, Coates explained that the name itself carries special meaning.

“The S is for Stephanie, the J is for Jesus, and the A is for my son’s name, Aziel. The J in the middle is connecting me and my son,” she revealed.

Like many small manufacturers in Jamaica, Coates has had to navigate a number of challenges, including sourcing ingredients locally, building brand awareness, earning customer trust, and balancing entrepreneurship with motherhood and a full-time job. Because the product is applied directly to the scalp, convincing customers to trust a relatively unknown brand proved particularly difficult.

SJA Rapid Growth Essential’s hair oil products. Coates hopes to expand the brand’s reach across all 14 parishes and eventually develop a broader haircare line.

“The process was, honestly, challenging — mainly because I am not well known to other persons,” Coates said.

SJA Rapid Growth Essential is a home-based business operating out of Hanover. The hair oil is made from natural oils sourced locally and was tested with assistance from the Scientific Research Council (SRC) and approved by the Bureau of Standards Jamaica. The product is sold through the company’s website and distributed through Knutsford Express and Zipmail. Convincing retailers to stock the product proved challenging for the young entrepreneur, who lacked the name recognition and marketing power often associated with larger brands and celebrity-backed businesses. However, she eventually found an opportunity at Orange Bay Pharmacy where the owner was willing to give her a chance despite typically not taking on start-up products. Seeing potential in supporting a young entrepreneur trying to build her business, the owner agreed to stock the hair oil in January this year. The breakthrough marked an important step for the business, but efforts to secure additional shelf space continue as Coates works to expand the product’s reach across all 14 parishes.

“I want to see it in 14 parishes all over Jamaica because a lot of people are struggling with their hair, especially natural hair people,” she said.

The expansion comes as Jamaica’s haircare market continues to show growth potential. According to Hope Research Group, Jamaica’s personal care market is valued at an estimated US$620 million. Regionally, haircare accounts for an estimated US$640 million market and is among the fastest-growing segments in the personal care industry. The figures highlight the growth potential available to local entrepreneurs seeking to build home-grown haircare brands. While acknowledging that there are effective products already on the market, Coates believes many consumers continue searching for solutions that deliver consistent results over time. Her ambitions extend beyond the single SJA Rapid Growth Essential product, with plans to transform the brand into a full haircare line offering products such as shampoos and hair butter.

“Just being one of those trusted haircare brands that delivers high-quality products to help individuals achieve stronger, healthier, luscious hair,” she said of her long-term goal for the business.

The entrepreneur is also setting her sights beyond Jamaica’s shores. Following her success in a Ministry of Industry, Investment and Commerce business competition last year, she is now exploring export opportunities as part of broader plans to expand the brand’s reach beyond the local market.