L’Oréal East Africa-owned Dark and Lovely has launched a new hair care and styling range in a bid to capitalize on the growing trend towards natural hair styles among African women, according to a report published by Business Daily Africa.

Softsheen-Carson Laboratories’ Au Naturale range has been rolling out across Africa since the start of the year and is aimed squarely at fending off competition from local brands such as Marini Naturals, says Business Daily Africa. The range comprises four products, formulated with mango oil and bamboo milk designed to nourish and protect the hair.

The brand is promoting the line with the hashtag #ProudToBeNatural and has also published a styling guide for those looking to maintain their natural hair on YouTube.