Superdrug announces exclusive launch of four new black owned brands – Retail Times

This August, Superdrug is happy to be welcoming four new black based haircare brands to it’s exclusive haircare providing, instore and on-line – Nylahs Naturals, Afrocenchix, Mielle Organics and Flora & Curl, obtainable solely at Superdrug.

With current analysis exhibiting that 2/5 of these from black or blended heritage backgrounds discovering it troublesome to search out appropriate haircare merchandise and 85% saying that they wish to see extra merchandise particularly for textured hair wants, Superdrug is happy to offer customers with extra selection in haircare for these inside the black and blended heritage backgrounds with textured hair. This 12 months Superdrug dedicated to bringing new black-founded brands to the excessive road, increasing the vary we inventory by 10% by finish of 2021 & one other 10% by finish of 2022, with this launch of 4 new ranges guaranteeing this goal is exceeded, making black haircare merchandise extra accessible than ever.

Superdrug’s commerical director, Simon Comins, says: ‘This 12 months, we had been proud to launch our Shades Of You marketing campaign, which noticed us undertake analysis within the black and blended heritage communities to grasp their magnificence and healthcare wants. Launching much more specialist haircare for these of their communities is simply one other step on our journey to making sure all of our various buyer base is represented.’

Introducing, Superdrug’s latest model launches, obtainable solely on the retailer:

Nylah’s Naturals

Kameese Davis not too long ago appeared on collection 18 of the Dragons Den along with her Natural Haircare Brand, Nylah’s Naturals. The model was impressed by her daughter Nylah, whose eczema-prone pores and skin wants drove Kameese to create a high-performance plant-based product that met the wants of her daughter’s lovely kinky hair while caring for her delicate pores and skin. The model developed into a variety of six excessive efficiency textured hair care merchandise.  Nylah, the model is her means of speaking to the world that textured hair is gorgeous, each curl, each kink and each coil. 

Hero Product – Nylah’s Naturals Flourish Scalp Serum (£14.99, Superdrug)

Nylah’s Naturals latest launch – ‘Flourish’ an clever hair booster serum,  expertly formulated by scientists and designed curls kinks and coils. 

With clinically confirmed actives, our velvety gentle, hair and scalp serum helps  to appease the scalp, restore hairs vitality , and enhance hair density by 15% after four-month


Brand data – Natural hair care firm based in 2010 by Joycelyn Mate and Rachael Corson, fashioned when Joycelyn launched there was a spot available in the market for high quality haircare product that labored, and Rachael was on the hunt for productsthat didn’t exacerbate her eczema.

The vary is formulated utilizing 91-100% naturally derived elements and is licensed vegan and cruelty free. The model works with UK scientists and chemists, and makes use of British suppliers and producers.

Hero Product – Afrocenchix Smooth Moisturising Hair Cream (£14.95, exclusive to Superdrug)

The moisturising hair cream is an absolute must-have for wholesome and hydrated kinks and curls. The wealthy and creamy system can be utilized as a leave-in conditioner and is a buyer favorite for delivering moisture to dry tresses. Enriched with honest commerce Shea butter from Ghana, Coconut Oil and Aloe Vera, Smooth, offers most moisture making it simpler so that you can obtain your wholesome hair targets.

Mielle Organics

Mielle Organics was created by Monique Rodriguez, a registered nurse, spouse, and mom of two ladies who desired to share her wholesome hair journey utilizing merchandise with natural elements to attain wonderful outcomes. She knew the significance of understanding what was in your merchandise and wished to create more healthy choices for the entire household. The result’s a model that delivers merchandise that include pure elements and are efficient.

Hero Product – Babassu Oil & Mint Deep Conditioner (£14.49, exclusive to Superdrug)

Derived from an Amazonian palm fruit, babassu oil accommodates excessive concentrations of sterols and tocopherols to moisturize and enhance hair and scalp. That’s why it’s one of the principle elements of this natural hair conditioner. Our Babassu Oil & Mint Deep Conditioner is enriched with fatty acids and pure oils, in addition to complicated amino acids from wheat, soy, and different all-natural elements, to assist hydrate and replenish your hair. 

Flora & Curl

Flora & Curl was based in 2017 by Rose Ovensehi; as a passionate entrepreneur who wished to see hydrating, nourishing and aware curl care available in the market. Since Ovensehi’s preliminary imaginative and prescient and a launch with solely 3 merchandise and 500 signal ups, Flora & Curl has offered 1000’s of plant-powered merchandise to curly ladies all around the world. With nature in thoughts and their Clean Curl Promise, the Flora & Curl vary is designed to answer the fundamental wants of curl care with a group every to hydrate, soothe, model and shield all curl sorts.

Hero Product – Sweet Hibiscus Curl Volumizing Foam (£16.99, exclusive to Superdrug)

This curl-volumizing foam is formulated so as to add extra quantity to your favorite hairstyles, naturally. It boasts a silky texture that melts into curls, including further physique and bounce. This alcohol-free, Vegan and botanical-based system, immediately lifts curls the place it’s wanted – whether or not on the roots or throughout the size of the hair.It is ideal for volumizing your types – together with wash & go’s, curler units, twist- and braid-outs.

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