Leading, heritage haircare brand, Dark and Lovely is proud to announce the launch of its latest addition to its highly anticipated Dark and Lovely Pro Collection, the Stimulating Hair Serum. This new offering completes the range and sets a new standard in science-backed premium formulation, packaging, and pricing, catering to the unique needs of the diverse African consumer.
The Dark and Lovely Pro Collection, first introduced in September 2023, has revolutionised haircare in South Africa, thanks to its exceptional quality and efficacy. Building on this success, the groundbreaking Stimulating Hair Serum shifts the needle on what is possible for South African women and their needs.
The serum is the result of meticulous research and dedication to meet the diverse needs of African consumers with relaxed and natural hair types and textures. True to the commitment of beauty for all, backed by science, it was developed by a team of leading scientists from the Research and Innovation (R&I) division in South Africa. The division is a lynchpin of the business, with a staff complement of 86% women – an industry record in the region. Some of the notable names who were key in the development of the range include Priveledge Mazonde who is a renowned Development Portfolio Manager (Scientist), externally endorsed by leading trichologist in South Africa, Rhulani Hlabana.
The Stimulating Hair Serum targets one of the top concerns for African consumers, through non-invasive means, addressing thinning hair and receding hairlines. The active ingredient is Stemoxydine, a patented technology clinically proven to promote fuller hair, with up to 1000 new hairs in 12 weeks**. Additionally, according to our consumer study 99% of women agree the product saved their hairline*.
Speaking on the launch, Roma Ramkhelawan, Head of African Beauty Brands at L'Oreal SSA, expressed enthusiasm for the Dark and Lovely Pro Collection, "From groundbreaking hair colour for curly hair to the innovative waterless cleanser, Dark and Lovely has always prioritised consumers and their unique hair needs. Now, with the launch of our Pro Collection, we're taking it to the next level by addressing our consumer’s top two hair concerns - breakage and thinning hairlines - with one remarkable range. Backed by scientific expertise and developed by a team who understand these challenges firsthand, our collection proudly represents African innovation for the African consumer, by African scientists.”
Ramkhelawan continued, “And we couldn’t be more pleased to be launching this innovative product with one of the most inspirational and aspirational African superstars of our time, former Miss South Africa and former Miss Universe, Zozibini Tunzi as the brand’s ambassador and spokesperson. This is the future of haircare, Dark and Lovely style, where every hair story deserves a happy ever after."
The Dark and Lovely Pro Collection Stimulating Hair Serum is available at Clicks stores nationwide. Consumers are invited to experience the future of haircare with the Dark and Lovely Pro Collection – beauty backed by science in action.
Disclaimer:
*Consumer study, n-134 African (Black) / Females / Age 20-40 years old / LSM:7-10 / Johannesburg / Users of hair relaxer &women with natural hair
**Clinical study, 292 subject’s vs placebo
