Strength of Nature Global president Mario de la Guardia discusses his great success in the multicultural haircare market.
Mario de la Guardia, president of Strength of Nature Global, oversees an ever-growing empire that boasts 10 brands in the multicultural market—all produced in the company's 250,000-square-foot facility in Savannah, Georgia. With 200 employees and a presence in dozens of countries worldwide, there's no denying de la Guardia has a finger on the pulse of his target consumers, African-American women and Latinas. In fact, thanks to recent acquisitions of three brands from Unilever, his business is now expanding to a second shift, operating 16 hours per day to meet demand.
J. Strickland & Co. of Olive Branch, Mississippi, has bought Nature’s Protein of Milwaukee—maker of DOO GRO products—as of May 1. Terms weren't disclosed.
DOO GRO, which has been a part of the ethnic haircare industry since 1997, consists of more than 20 products—ranging from hair vitalizers and shampoos to a full selection of conditioners. Its products are sold throughout the United States and internationally, including through beauty supplies. DOO GRO products are also available in the food, drug and mass channels.