About

Founder Story | Dr. Olusola Idowu – Biotech Pioneer & Layla & Kays Creator

Dr. Olusola (Sola) Idowu – Founder & Visionary

Layla & Kays isn't just a haircare brand it's the culmination of a lifelong pursuit of science-driven solutions for real-world needs. Founded by Dr. Olusola (Sola) Idowu, PhD, it channels over 14 years of groundbreaking biotech research at HexisLab into accessible, high-performance products specifically for textured hair.

 

From Lagos to Newcastle: A Journey Rooted in Science

Originally from Lagos, Nigeria, Dr. Idowu earned a first-class degree in mathematics before moving to the UK more than 30 years ago to pursue his PhD in Applied Mathematics at Newcastle University (completed 2000). His early career included postdoctoral research at Stanford University (School of Engineering, working at NASA Ames Research Center, 2000–2002) and Newcastle University School of Computing Science (2002–2005). 

He was a founding member of e-Therapeutics plc (spun out of Newcastle University in 2003), where he led technical efforts in drug discovery, resulting in patented repositioned drug candidates and significant funding. This foundation in complex systems, AI, and innovation set the stage for his entrepreneurial path.

 

Building HexisLab: 14+ Years of AI-Powered Biotech Innovation

In 2013, Dr. Idowu founded HexisLab in Newcastle a boutique R&D consultancy now based at The Biosphere on Newcastle Helix. For over a decade, HexisLab has partnered with global brands across the UK, US, Canada, China, India, and beyond to develop safe, effective, sustainable, and personalized products in cosmetics, personal care, and pharmaceuticals. 

At its core is HexisPro.X, Dr. Idowu's proprietary AI-discovery platform, created long before AI became mainstream. This technology analyzes ingredients, predicts efficacy, reduces R&D time/costs, and enables tailored formulations for diverse skin and hair types. HexisLab's work includes peer-reviewed publications on topics like genomic variation in textured hair, ethnic skin differences, anti-aging properties, and holistic care implications directly informing Layla & Kays' science.

 

The Personal Spark: Creating Layla & Kays for Textured Hair

Dr. Idowu's motivation for launching Layla & Kays in 2024 was deeply personal. As the father of a national swimmer with textured hair, he witnessed firsthand the challenges of finding products that truly repair and maintain coils, curls, and waves without compromise. Traditional options often fell short on efficacy, safety, or inclusivity especially for textured hair's unique cortex structure, moisture needs, and vulnerability to damage. 

Frustrated by the gaps in the market, he applied HexisLab's 14+ years of research including insights from publications on textured hair genomics and holistic routines to develop MitoTech™ (for deep cortex repair) and PhytoProtect™ (for oxidative protection). The result: sulphate-free, clean, vegan, halal-certified shampoo and conditioner that deliver noticeable softness, strength, and manageability by wash 3. Customers repeatedly say it "doesn't feel or act like any other," and the brand earned the 2024 Pure Beauty Silver Award.

 

Beyond Products: Commitment to Inclusivity & Innovation 

Dr. Idowu is a vocal advocate for diversity in beauty and innovation. In 2025, he addressed the UK Parliamentary Science, Innovation and Technology Committee on challenges for Black founders, textured hair consumers, and equitable access to venture capital. His work bridges science and social impact, championing products that serve underserved communities while advancing sustainable biotech. 

Today, Layla & Kays stands as proof that high-level research can create trustworthy, effective everyday solutions born from one father's determination and a scientist's expertise.

Connect & Learn More

-        Explore the science → [Our Science page] 

-        HexisLab Platform → HexisLab.com

-        Shop the routine → Shop Now

-        Follow on Instagram/TikTok: @laylakaysbrand 

-        Contact: sola@laylakays.com 

 Articles & Interviews (Founder Story & HexisLab/Layla & Kays Features)

 

Parliamentary Testimony & Official Transcripts

 

Peer-Reviewed Publications (Direct Science Backing Founder’s Work)

  • MDPI Cosmetics (2024): "The Genomic Variation in Textured Hair: Implications in Developing a Holistic Hair Care Routine"  Co-authored by Dr. Idowu; data mining and analysis on textured hair biomarkers. https://www.mdpi.com/2079-9284/11/6/183
  • MDPI Cosmetics (2024): "Exploring the Use of Natural Ingredients for the Protection of Textured Hair from Ultraviolet Radiation: An In Vitro Study" Co-authored by Dr. Idowu; UV protection testing relevant to PhytoProtect™. https://www.mdpi.com/2079-9284/11/3/102

 

Videos & Short Clips