Ethnic hAir & Skin cArE
Brands, maker of SheaMoisture.“Hair is an amaz-
ing form of self expression and every woman has
the right to define beautiful for herself.”
To that end, SheaMoisture has launched the
Tahitian Noni and Monoi Smooth & Repair hair
care line in Target. The straightening collection offers
users the freedom to wear straight or curly styles. The
range includes shampoo, rinse out conditioner, high
shine glosser, hair masque and a hair scalp weekly
treatment. Each contains certified organic shea but-
ter; Tahitian noni, an antioxidant enriched with vitamin
C; monoi oil, which revives damaged hair; and keratin,
peptides and botanical extracts to nourish, repair and
protect distressed hair fibers.
Meanwhile, another leader in multicultural hair
care, Crème of Nature, kicked off 2014 with the launch
of Straight from Eden, a new relaxer system that utilizes
a straightening creme that is 100% derived from plants
to make chemical straightening gentler on hair for better
management with less dryness, damage and hair break-
age. When Straight from Eden’s two activators are com-
bined, the pH rises to effectively straighten the
hair with a less damaging effect, according to the
According to Shawn Tollerson, Colomer Beauty Brands vice
president of marketing, Straight from Eden is the result of years
of research and development. It is offered in two formulations:
Hair Type A for fine, wavy, delicate hair looking to reduce frizz and
improve manageability, and Hair Type B for normal to thick hair.
Points of Purchase
There are more solutions in the multicultural category than ever
before, but finding a retail outpost that has a wide selection of
products can be a tougher task. While shopping multiple channels
might be considered a relatively new trend in the general beauty
market, multicultural consumers have had to do this for years,
say industry insiders. In fact, the simple task of replenishing one’s
beauty bag could mean stops at Target for moisturizer, Sally Beauty
for shampoo and a specialty styler, and Macy’s for foundation.
“A woman might have to travel to three of four
places to address her needs, and that’s three hours
of her day on a weekend,” said Phil Williams, who
has founded a new e-com platform designed as a
one-stop shop for the multicultural community.
The site, Enchanted Life, features products for
men, women and children ranging from skin care to
cosmetics to bath and body to fragrance to styling
tools. The site currently offers more than 75 brands
including Shea Terra Organics, Carol’s Daughter,
Mixed Chicks, Butter London and Bobbi Brown.
According to Williams, early data shows that men’s
grooming is the second highest traffic area behind skin
care. He pointed to Hyd for Men, as a standout men’s
skin care offering currently on the site.
“We want to give these smaller brands a national
platform,” Williams said.
Enchanted Life is embarking on mobile marketing
tour this Spring and will make stops at major US cities. The road trip will feature beauty demonstrations and
local experts providing services such as manicures, hair
care consultations and shaves.
“We believe we will provide an open forum on
beauty, health and wellness within the multicultural community, something that hasn’t been available previously,”
Bold face names in the multicultural sector are reaching new
retail platforms too. Jane Carter Solution, for example, just landed in Ulta stores and at Ulta.com. The beauty retailer now offers
Carter’s cult favorite Nourish & Shine as well as Wrap & Roll,
Incredible Curls and Restore Moisture Mist, to name just a few.
“I am glad to also be one of the brands that has had the opportunity to be invited to play in a bigger game,” Carter told
Happi.“I think that the decline in women who relax their hair as
well as social media branding has created an opportunity for us
as well as the brands that will follow in the opportunity to play
the bigger ‘drug mass’ game.”
Ulta’s national presence is a long way from the single
Cranford, NJ salon that Jane Carter opened in 1982.
•Known for harnessing the power of shea butter to benefit hair
and skin, SheaMoisture is branching out into the
“Due to community demand, SheaMoisture
took the next step in its head-to-toe “A Better Way
to Beautiful” offerings with our color cosmetics
collection,” said Sundial cEO richelieu Dennis.
Fashion fans were treated to a sneak peak dur-
ing Fashion Week as models at “Project runway”
All-Star korto Momolu’s Fall/Winter 2014 “Urban
coup” show featured bold pops of color from the range.
the paraben-free makeup line is shea butter-based, with certified organic and natural ingredients, and it features a customizable palette. the
collection, which debuts this Spring at target,
includes cc cream, lip stain, lip crayons, wet/
dry eyeshadow, mineral blush and other offerings, with a range of on-trend, classic and nude
shades that suit all skin tones, according to
SHEAMOISTURE ENTERS COLOR COSMETICS CATEGORY
SheaMoisture’s new color line.
Miss Jessie’s tackles hair that’s
“somewhere in between.”