Urban Therapy won the Drug Store News/ECRM Buyers' Choice Award for its Twisted Sista hair products at ECRM’s Hair Care & Multicultural Hair virtual session in June.
The product was selected from dozens of entries submitted by participating suppliers. Buyers were able to evaluate each entry and cast their votes based on product packaging and product innovation in a newly-launched section of the ECRM Connect platform. Moving forward, each Health & Beauty Care Virtual Session will include a Drug Store News-branded Buyers Choice Awards section.
“We’re thrilled to continue the Buyers Choice Awards with Drug Store News virtually as we have done in-person for years,” said “Craig Chmielowicz, senior vice president of health & beauty care for ECRM. “Textured-hair solutions are very much in demand, and Urban Therapy's Twisted Sista line has the combination of innovation and great packaging that truly stands out. Congratulations to the Urban Therapy team.”
Urban Therapy tapped into the textured hair revolution with a salon-inspired hair care range from London aimed at delivering professional salon performance results from the comfort of the consumer’s home – all at an affordable price. The company is black-owned, managed and operated, and 66% of its team are women.
The Urban Therapy Twisted Sista collection is infused with ingredients such as coconut, avocado and almond oils to maintain hair’s moisture, curl definition, frizz control and shine. "The virtual ECRM program was terrific,” said Randy Zeno, CEO of Urban Therapy. “Given the current environment, the ECRM team did an awesome job of making the pivot to a virtual format. Their hands-on approach in turn made it easy for us to pivot as well. It was a great way for us to connect, efficiently meet decision-makers in the industry, gain category insights and still achieve superior customer alignment with current and new potential partners"