Dark and Lovely is an iconic hair care brand known across Africa. It has been in most households for over 50 years, and the brand has consistently prioritized African women as its staple. These professional experts started the journey in 1972 by introducing the first hair color dedicated to African American hair. In 1978, Dark and Lovely introduced the first relaxer cream, which changed the game forever for African Women. The brand has since then been working on ways to manage, assist, and ease hair care stresses. Five years in the making, Dark and Lovely’s new offering, “Dream Big – Au Naturale,” has been launched, and it promises to be every girl’s best friend.
Dark and Lovely says the biggest challenge that women face when taking care of their hair, especially afros, is manageability. This refers to the ease with which we can comb our hair. They find that African women say that their hair is too thick or coarse in its natural state. When combing hair from the roots to the ends, we may cry a little bit, detangling is sometimes a nightmare, and shrinkage makes the process so exhausting. Dark and Lovely considered all of these challenges and came up with a solution: “Dream Big,” a curl elongating treatment designed to help soften, strengthen, and add up to 2 cm to 4A to 4C natural hair.
The Dream Big Launch
The launch took place in a cutely set-up location in the west of Johannesburg. The exclusive launch was themed “Earthy Nudes and White.” They catered to the brands’ influencers, scientists, the team, and special guests such as former Miss Universe Zozi Tunzi. She shared her own hair experiences, praising Dark and Lovely for being consistent in the Black community. “It’s so incredible to see some women in their beautiful crowns, whichever way they choose to wear them,” said the pageant queen.
Speaking on Dark and Lovely’s “Dream Big” was the product performance manager, better known as the consumer police. She acts as the voice between the scientists and the consumer. Ensuring that the brand creates products that provide the efficiency that’s promised on the packaging.
The Science Behind Dream Big
The brand brought its lab science experts to showcase the process behind the making of Dream Big Au Naturale. Standing at the forefront to showcase the experiment was Obakeng, a cosmetic development scientist. By mixing distilled water, oil, as well as a certain pill, the experts created an emulsion. However, because the two don’t mix, they add a surfactant, a product that has both water and oil particles and helps to pull them together and form an emulsion. This lab experience has taken the Dark and Lovely team five years to master and perfect, which gives them confidence that it is now ready for the consumer.
“We are here to ensure that every woman not only embraces but flourishes through their hair”
Dream Big Lab Scientists
Our hair is our pride, a crown that permanently lives boldly on our heads, so taking care of it should be easy. The new Dark and Lovely Dream Big product is may be just what you have been waiting for. View their products on their website and on social media.
Share your views on our social platforms and follow MEFeater on Twitter, Instagram, Facebook, and Pinterest for more updates.
