This inspired her to create a line of her own products. She knew that if she created her own brand, she could ensure that she would be happy with each item in the product line and she could customize each item for those with ethnic hair. Also, with her being a hairstylist she knows what the best ingredients would be for each product.
LaToya started by creating a moisturizing treatment (Intense Moisturizing Treatment). Once she mastered the formula and began using it, her clients liked it so much that they started requesting other items such as shampoo and styling aids. She soon turned her kitchen into her creative lab and the by L. Jones brand was created. LaToya now uses her own brand on all of her clients as well as offering them to others throughout the United States.