Unilever and Sundial Brands are looking to cater to the hair needs of Gen Z’s multicultural women with their latest line. The companies have debuted emerge, a six-piece line of textured hair care products that are available exclusively at Target.
“We're committed to reaching 100,000 young women nationwide by 2025 to help them emerge their true, authentic and creative selves. Our partners will enable us to help young women gain access to networks, experiences and resources they need to succeed in their creative endeavors no matter how they define creativity,” Soumya Donkada, innovation and strategy at Unilever said. “From dance to photography and everything in between, Emerge gives women the confidence needed, in their hair and themselves, to focus on their passions unapologetically."
Emerge's moisture-rich products are designed to help add curl definition and reduce frizz for 48 hours using such ingredients as pequi oil and almond milk. The line also is free of sulfates, parabens, phthalates, silicones, mineral oil, petrolatum or dyes, the company said.
“Gen Z women want to style their hair boldly and change up their look often without worrying about frizz or flyaways. Our formulas allow them to style their hair as creatively as they would like without the added stress whether they are hitting the stage or the classroom,” said Nicola Chung, Sundial Brands senior director of innovation and Emerge lead. “Powered by nature and inspired by our consumers, Emerge has found an amazing partner in Target, especially with its growing wellness and multicultural verticals.”
To spread awareness of its product range and purpose, the Sundial Brands assembled the Emerge Creative Collective, or ECC, which is comprised of influential young women of color with diverse hair types, styles and creative passions.
The ECC roster currently includes professional ballet dancer Erica Lall; LGBTQIA activist Jessica Zyrie; singer, song-writer and bassist Tonina Saputo; professional photographer Nesrin Danan; nail artist and natural hair vlogger Blake Ja’el; vintage fashion entrepreneur Veronica Bonilla; and celebrity hairstylist Nai’vasha.
“As a hairstylist, artistry is at the core of what I do every day. I feel incredibly lucky to be partnering with a brand that both believes in the power of creativity and delivers effective products that can be used on my celebrity clients to create unique, bold styles,” Nai'vasha said.
Emerge is available exclusively at Target stores nationwide and online, with each product carrying a suggested retail price of $6.99