Suave dives into natural hair care with new collection


Suave is looking to help those with diverse, natural hair types, styles and lifestyles experiment with their looks without having to break the bank.

The Englewood Cliffs, N.J.-based brand, which is part of Unilever’s portfolio, unveiled its new Suave Professionals for Natural Hair collection, which was developed through market research that revealed that multicultural hair brands over-indexed on price vs general market hair brands.

“Whether you’re just starting out experimenting with products, or are a cocktailing pro searching for your next “holy grail” — it all comes at a price, and that’s where Suave comes in. Suave’s brand heritage is rooted in providing quality products at a value price to meet our consumers’ needs,” Soumya Donkada, the innovation and strategy business leader at Unilever, said.

To test the line, the beauty brand created The Natural Hair Trust, which was encompassed of a group of co-creators and influencers with diverse natural hair types who helped develop and test the products in real-life conditions.

In addition, the brand consulted with its longtime partner, celebrity hairstylist and Unilever hair expert, Ursula Stephen on the line.

“Quality and price can go together, but you don’t always have to sacrifice one for the other. I love using Suave Professionals products on my celebrity clients, and I always recommend them to my followers as well so they can achieve the same look and feel confident they’ll get the same results as a salon brand, at a wallet-friendly price,” Stephen said.

To introduce the collection to consumers, Suave is launching a digital and social campaign that will star Natural Hair Trust influencers Temitope Adesina, Charlize Glass and Enocha Tellus.

“Many Black women, particularly those with type 4 curl types, don’t see themselves in media or advertisements. It’s always an empowering feeling to see women with your hair and texture that look like you in campaigns, and it’s even better that brands like Suave are creating products made for our hair texture specifically,” Enocha Tellus, Suave Natural Hair Trust member said.

Suave Professionals for Natural Hair is available at Dollar General and Family Dollar locations nationwide and online at Target and Walmart.


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