multicultural

Raw Hair Organics Raw Curls Collection

This natural and organic professional collection was created specifically for textured hair, promoting smoother, hydrated curls. It features Cleanser, Conditioner, Anti-Frizz Spray, Medium Hold Gel, Mousse, Pomade and Shine Serum. The products are free of silicone, sulfate, alcohol, parabens, wheat and GMOs, and are not tested on animals. Visit www.rawhairorganics.com.

Marketing to Multiethnic Consumers Intensifies

Thirty percent, or 9 million, of 2010 U.S. census takers indicated mixed-raced heritage—up from 6.8 million in 2000; and more specifically, 16% indicated Hispanic and 13% indicated Black. Subsequently, the multicultural beauty products market continues to outpace the growth of the overall market for cosmetics and toiletries, posting a 3.7% increase in 2014, within an estimated $400 billion global beauty industry.

L'Oréal Set to Acquire Carol's Daughter

L’Oréal USA is acquiring New York City-based Carol’s Daughter, a multicultural brand that emerged during the 1990s natural-beauty movement. The brand was created by Lisa Price in 1993 and caters to a diverse, rapidly growing market, and has established a loyal consumer following across the country.

Dr. Miracle's Miracle Renewal No Lye Relaxer System

This system uses post-relaxer DuoCare Technology powered by Extra Virgin Coconut Oil to penetrate strands and strengthen the hair's cortex with protein while sealing the outer cuticle to instantly repair damage. Its Miracle Reconstructor is formulated to bind and strengthen the hair shaft to restore structural integrity. Miracle Moisturizing Masque works to restore moisture balance to damaged and weak hair. And Miracle Shine smooths cuticles and adds grease-free shine. Testing has shown it to leave hair in a healthier state. It also features an innovative transparent packaging design.

The Multicultural Haircare Maestro

The Multicultural Haircare Maestro
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.