This August, Superdrug is pleased to be welcoming four new dark-skinned-founded haircare brands to its exclusive haircare offering, instore and online – Nylahs Naturals, Afrocenchix, Mielle Organics, and Flora & Curl, available only at Superdrug.
With recent research showing that 2/5 of those from dark-skinned or mixed heritage backgrounds finding it difficult to find suitable hair care products and 85% saying that they would like to see more products specifically for textured hair needs, Superdrug is pleased to be offering consumers more choice in haircare for those within the dark-skinned and mixed heritage backgrounds with textured hair. This year Superdrug committed to bringing new dark skinned-founded brands to the high street, expanding the range we stock by 10% by end of 2021 & another 10% by end of 2022, with this launch of 4 new ranges ensuring this objective is exceeded, making dark-skinned haircare products more accessible than ever.
Superdrug’s commercial director, Simon Comins, says: ‘This year, we were proud to launch our Shades Of You campaign, which saw us undertake research in the dark-skinned and mixed heritage communities to understand their beauty and healthcare needs. Launching even more specialist haircare for those in their communities is just another step on our journey to ensuring all of our diverse customer bases are represented.’
Introducing, Superdrug’s newest brand launches, available exclusively at the retailer:
Kameese Davis recently appeared on series 18 of the Dragons Den with her Natural Haircare Brand, Nylah’s Naturals. The brand was inspired by her daughter Nylah, whose eczema-prone skin needs drove Kameese to create a high-performance plant-based product that met the needs of her daughter’s beautiful kinky hair whilst caring for her sensitive skin. The brand developed into a range of six high-performance textured hair care products. Nylah, the brand is her way of communicating to the world that textured hair is beautiful, every curl, every kink, and every coil.
Hero Product – Nylah’s Naturals Flourish Scalp Serum (£14.99, Superdrug)
Nylah’s Naturals newest launch – ‘Flourish’ an intelligent hair booster serum, expertly formulated by scientists and designed curls kinks, and coils.
With clinically proven actives, our velvety soft, hair and scalp serum helps to soothe the scalp, restore hairs vitality, and increase hair density by 15% after four-month
Brand information – Natural hair care company founded in 2010 by Joycelyn Mate and Rachael Corson, formed when Joycelyn released there was a gap in the market for quality hair care products that worked, and Rachael was on the hunt for products that didn’t exacerbate her eczema.
The range is formulated using 91-100% naturally derived ingredients and is certified vegan and cruelty-free. The brand works with UK scientists and chemists and uses British suppliers and manufacturers.
Hero Product – Afrocenchix Smooth Moisturising Hair Cream (£14.95, exclusive to Superdrug)
The moisturising hair cream is an absolute must-have for healthy and hydrated kinks and curls. The rich and creamy formula can be used as a leave-in conditioner and is a customer favorite for delivering moisture to dry tresses. Enriched with fair trade Shea butter from Ghana, Coconut Oil, and Aloe Vera, Smooth, provides maximum moisture making it easier for you to achieve your healthy hair goals.
Mielle Organics was created by Monique Rodriguez, a registered nurse, wife, and mother of two girls who desired to share her healthy hair journey using products with organic ingredients to achieve amazing results. She knew the importance of knowing what was in your products and wanted to create healthier options for the whole family. The result is a brand that delivers products that contain natural ingredients and are effective.
Hero Product – Babassu Oil & Mint Deep Conditioner (£14.49, exclusive to Superdrug)
Derived from an Amazonian palm fruit, babassu oil contains high concentrations of sterols and tocopherols to moisturize and improve hair and scalp. That’s why it’s one of the main ingredients of this organic hair conditioner. Our Babassu Oil & Mint Deep Conditioner is enriched with fatty acids and natural oils, as well as complex amino acids from wheat, soy, and other all-natural ingredients, to help hydrate and replenish your hair.
Flora & Curl
Flora & Curl was founded in 2017 by Rose Ovensehi; a passionate entrepreneur who wanted to see hydrating, nourishing, and conscious curl care in the market. Since Ovensehi’s initial vision and a launch with only 3 products and 500 sign-ups, Flora & Curl has sold thousands of plant-powered products to curly girls all over the world. With nature in mind and their Clean Curl Promise, the Flora & Curl range is designed to respond to the basic needs of curl care with a collection each to hydrate, soothe, style, and protect all curl types.
Hero Product – Sweet Hibiscus Curl Volumizing Foam (£16.99, exclusive to Superdrug)
This curl-volumizing foam is formulated to add more volume to your favorite hairstyles, naturally. It boasts a silky texture that melts into curls, adding extra body and bounce. This alcohol-free, Vegan, and botanical-based formula, instantly lifts curls where it is needed – whether at the roots or across the length of the hair. It is perfect for volumizing your styles – including wash & go’s, roller sets, twist- and braid-outs.