Multicultural

Beauty brands with products targeting women of color and multicultural hair types are responding to the demand for cleaner products and consumers’ changes in styling and maintenance needs.

To celebrate the launch of its Custom Styling Gel, the brand also is debuting the Curl Outside the Lines campaign, which stars actor Lauren Ridloff.

Firstline won the Drug Store News Buyers’ Choice Award for its Evolve Triple Edge Styler and Faith In Nature was a finalist for its Lavender & Geranium Shampoo Bar.

New additions to the Wash Day Delight line include Cream-Serum Moisturizer and Gel-To-Foam Styler in aloe and glycerin and rose water and glycerin.

Curls’ Hair Under There collection features five products designed to nourish hair and scalp during the preinstall and post-takedown treatment of weaves and wigs.

Dark & Lovely’s Blowout collection was designed to provide users with smooth, soft and shiny hair for up to seven days, the company said.

Creme of Nature updated the packaging of its Argan Oil from Morocco collection and launched the #ShineDifferent campaign.

As many know, the COVID-19 pandemic and the racial justice protests — taking place amid larger conversations about better meeting the needs of multicultural consumers — affected everything, including how people shop for their health and beauty care products.