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02/25/2021

Dark & Lovely expands Protective Styles collection

Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture

Just a year after releasing its Protective Styles collection, Dark & Lovely is expanding the line. 

Created to offer more options when it comes to caring for such protective styles as braids, weaves, twists, wigs and locs, Dark & Lovely said the line focuses on carefully formulated products specifically for Black women and their hair care needs.

The latest addition to the line is the Hair Hydrator, which is a daily moisturizing scalp and hair mist that has been infused with rice water complex and aims to leave hair feeling stronger and not break so easily.

“The past year has reinforced the idea that haircare is self-care. Given protective styles continue to be worn and loved by our consumers, we are launching a new innovation from our Dark & Lovely Protective Styles collection,  Hair Hydrator. It’s an easy way to care for the scalp and hair while wearing a protective style, that isn’t limited to Self-Care Sundays,” Kristen Blandon, vice president of marketing at SoftSheen-Carson, said. “Our Protective Styles collection already has proven solutions to cleanse, relieve tension and detangle, and we can’t wait to see how people respond to the addition of 24-hour hydration and strength found in the Hair Hydrator.”

Currently, Dark & Lovely’s Protective Styles line is available for purchase at such retailers as Walmart, Target, Rite Aid and Amazon.com for the suggested retail price of $6.99 each.

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