Dark & Lovely refreshes its look, feel

There’s a new version of Dark & Lovely on the horizon.

The beauty brand, which has been catering to the hair care and styling needs of African American women for more than 45 years, has unveiled its refreshed look and feel.

Featuring everything from a new logo to brand aesthetic, Dark & Lovely looks to redefine the expectations of cultural and traditional constructs of women of color, the company said.

In addition, it’s looking to address the role hair plays in expression with its Dark & Lovely & __ campaign, which looks to celebrate those who authentically express who they are, and encourages users to embrace their unique styles.

"The Dark & Lovely consumer is bold, she is dynamic and she is constantly changing," Kristen Blandon, the vice president of marketing at SoftSheen-Carson said. "To continue to be the brand she chooses for her evolving hair needs, we must evolve too!"

As part of its rebrand, Dark & Lovely has innovated its Fade Resist and Triple Nourished Silkening Relaxer, and also plans to evolve with new innovations set to launch in 2020.

Shoppers can purchase Dark & Lovely products at Walmart, Dollar General, Family Dollar and Amazon.