African Pride redfines wash day with Feel It Formula collection

The line caters to all hair types including chemical, relaxed or transitioning, and aims to help restore strands that are dry or damaged, the brand said.
african pride feel it group
african pride feel it group

New from African Pride is a four-step product collection that looks to change the way consumers look at their hair wash days. 

The Feel It Formula line offers a sensory regimen that caters to all hair types including chemical, relaxed or transitioning, and aims to help restore strands that are dry or damaged or help treat irritated scalps, the brand shared. 

The line contains a blend of peppermint oil to help promote hair growth and increase hair follicle thickness, rosemary oil to help stimulate the roots and enhance scalp circulation and sage oil to aid in preventing hair loss and soothing any scalp irritation while also restoring shine. 

[Read more: Clairol unveils new hair coloring collections]


“We at African Pride are excited about the launch of our newest collection, ‘Feel It
Formula.’ It is a testament to African Pride’s commitment to meeting our consumer’s
needs. We understand the significance of achieving healthy hair and with our latest
innovation, we're not just offering products; we’re providing a strengthening regimen that
not only combats damage but provides a delightful experience. I am very thrilled to
present a line that everyone can experience, despite hair type,” said Jazzmene Ford,
marketing manager at African Pride. 

The full collection includes: 

  • Peppermint, Rosemary & Sage Strengthening Shampoo: A hair and scalp cleanser, it helps remove product build-up without stripping moisture and delivers a cooling sensation; 
  • Peppermint, Rosemary & Sage Strengthening Mask: Created to strengthen and hydrate hair from root to tip; 
  • Peppermint, Rosemary & Sage Strengthening Oil: A stimulating oil that hydrates the scalp, helps restore breakage and promotes daily hair growth; and 
  • Peppermint, Rosemary & Sage Strengthening Balm: Infused with peppermint, rosemary and sage, it stimulates and moisturizes the scalp, edges and nape, and helps prevent and reduce hair loss. 

[Read more: Carol’s Daughter expands Goddess Strength, Black Vanilla assortments]


African Pride’s Feel It Formula collection is free from sulfates, mineral oil, petrolatum and phthalates, and is available for purchase at select Target, Walmart, Walgreens and Family Dollar stores. 

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