Meet the founder

Dr. Olusola Idowu — Founder & Visionary

Layla & Kays is 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 biotech research at HexisLab into accessible, high-performance products for textured hair.

14+ years of biotech R&D at HexisLab
PhD in Applied Mathematics, Newcastle University
2024 Pure Beauty Silver Award winner
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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 in 2000. His early career included postdoctoral research at Stanford University's School of Engineering, working at NASA Ames Research Center from 2000 to 2002, followed by Newcastle University's School of Computing Science from 2002 to 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 personalised 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 analyses ingredients, predicts efficacy, reduces R&D time and costs, and enables tailored formulations for diverse skin and hair types. HexisLab's work includes peer-reviewed publications on genomic variation in textured hair, ethnic skin differences, anti-ageing properties, and holistic care, 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 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, vegan, halal-certified shampoo and conditioner that deliver noticeable softness, strength, and manageability by wash three. 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 facing 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.

By Dr. Olusola Idowu

The Biology We Share — A Trilogy

Beyond the lab, Dr. Idowu has channelled years of research into a three-part book series on the biology that skincare and haircare have long overlooked. Each book retires an outdated industry framework and replaces it with the real science.

MELANIN: The Science of Skin, Colour, and the Biology We Share

Book 1 of 3

MELANIN: The Science of Skin, Colour, and the Biology We Share

Why does skincare science routinely get melanin-rich skin wrong? Melanin dismantles the 1972 Fitzpatrick scale and explains what the real biology says about skin of colour, from sun protection to scarring to reading ingredient lists like a scientist.

Buy on Amazon
ROOTED: The Hidden Science of Textured Hair and the Scalp

Book 2 of 3

ROOTED: The Hidden Science of Textured Hair and the Scalp

Hair from East Asia, Europe, and sub-Saharan Africa isn't three styles, it's three different biological structures. Rooted retires the outdated 1990s hair-type chart and explains the real science behind textured hair and scalp health.

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AGEING: The New Science of How We Age, Across Every Phenotype

Book 3 of 3

AGEING: The New Science of How We Age, Across Every Phenotype

Ageing isn't one thing happening to everyone at the same speed. The closing book in the trilogy retires the Glogau scale and explores how skin ages differently across every phenotype, from cellular reprogramming to the next generation of longevity skincare.

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All three books are available now on Amazon in Kindle and paperback.

In the Press

Business News North East (Feb 2026)

"Northumberland Scientist Puts Newcastle at the Forefront of AI-Led Beauty Research." Profiles Dr. Idowu, HexisLab's 14+ years, and Layla & Kays as a flagship textured hair product. Read the article →

NETimes Magazine — "Sola Power" (Jan 2024)

Interview with Dr. Idowu as founder of HexisLab, discussing the AI-led beauty revolution and funding. Read the interview →

Newcastle Helix (Oct 2024)

"Top 5 Tips for Successful Collaboration" by Sola Idowu, CEO HexisLab, including the Layla & Kays origin story. Read more →

Bdaily (Feb 2025)

"HexisLab boss addresses ministers on hair work." Covers Dr. Idowu's parliamentary testimony on innovation, diversity, and Black founders in UK biotech. Read more →

Agility PR News (Jan 2025)

"Layla & Kays: Introducing The New Brand Revolutionising Haircare for Curly and Textured Hair." Press release with quotes from Dr. Idowu. Read the release →

UK Parliament — Oral Evidence (Feb 2025)

Full transcript of Dr. Idowu's appearance before the Science, Innovation and Technology Committee, discussing textured hair challenges and barriers facing Black founders. Read the transcript →

Peer-Reviewed Publications

MDPI Cosmetics (2024): "The Genomic Variation in Textured Hair: Implications in Developing a Holistic Hair Care Routine." Read the paper →

MDPI Cosmetics (2024): "Exploring the Use of Natural Ingredients for the Protection of Textured Hair from Ultraviolet Radiation: An In Vitro Study." Read the paper →

Connect & Learn More

Explore the science behind every bottle, follow along on Instagram and TikTok @laylakaysbrand, or get in touch directly at sola@hexislab.com.

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