THE WHAT? Unilever and Sundial Brands have announced the launch of a new range of textured hair care products for Gen Z multicultural women.

THE DETAILS Emerge, as the range has been named, is designed for today’s ‘next generation naturals’. The range comprises six products to facilitate the styling of natural hair at an accessible price point and is positioned in the ‘clean beauty’ sphere.

“Gen Z women want to style their hair boldly and change up their look often without worrying about frizz or flyaways. Our formulas are powered by nature and inspired by our consumers to 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 Sr. Director of Innovation and Emerge Lead.

THE WHY? It’s fair to say that multicultural beauty is under-represented in the drugstore aisles and many ethnic hair products have a reputation for containing ‘harsh chemicals’. Sundial’s expertise in the multicultural field and Unilever’s FMCG heft, not to mention the on-trend clean beauty message, should help this range fly.