Dark and Lovely, a renowned heritage haircare brand, is thrilled to introduce its latest addition to the highly anticipated Dark and Lovely Pro Collection: the Stimulating Hair Serum. This innovative product not only completes the range but also sets a new standard in premium formulation, packaging, and pricing, specifically designed to cater to the diverse needs of the African consumer.
The Dark and Lovely Pro Collection, initially unveiled in September 2023, has been a game-changer in the realm of haircare in South Africa, thanks to its exceptional quality and effectiveness. With the introduction of the groundbreaking Stimulating Hair Serum, Dark and Lovely continues to push boundaries and redefine possibilities for South African women and their unique hair needs.
The serum is the culmination of extensive research and a dedicated effort to meet the diverse needs of African consumers with both relaxed and natural hair types and textures. Developed by a team of leading scientists from the Research and Innovation (R&I) division in South Africa, the product underscores Dark and Lovely’s commitment to beauty for all, underpinned by scientific rigor. Notable figures involved in the development process include Priveledge Mazonde, a renowned Development Portfolio Manager (Scientist), and Rhulani Hlabana, a leading trichologist in South Africa.
Addressing one of the top concerns for African consumers—thinning hair and receding hairlines—the Stimulating Hair Serum offers a non-invasive solution. Its key active ingredient, Stemoxydine, is a patented technology clinically proven to promote fuller hair, potentially resulting in up to 1000 new hairs in just 12 weeks*. Remarkably, according to consumer studies, 99% of women agreed that the product helped save their hairline*.
Roma Ramkhelawan, Head of African Beauty Brands at L’Oreal SSA, expressed her excitement about the Dark and Lovely Pro Collection, highlighting the brand’s commitment to addressing consumers’ hair concerns. She emphasized that the collection represents African innovation for the African consumer, developed by a team of African scientists who understand these challenges firsthand.
Ramkhelawan further announced the collaboration with former Miss South Africa and former Miss Universe, Zozibini Tunzi, as the brand’s ambassador and spokesperson. Tunzi’s involvement signifies Dark and Lovely’s dedication to celebrating African beauty and empowerment. Ramkhelawan described the collaboration as a partnership that embodies the future of haircare, Dark and Lovely style, where every hair story deserves a happy ending.
The Dark and Lovely Pro Collection Stimulating Hair Serum is now available at Clicks stores nationwide. Consumers are invited to experience the future of haircare with the Dark and Lovely Pro Collection—an embodiment of beauty backed by science in action.
Dark and Lovely’s latest launch of the Stimulating Hair Serum not only signifies a milestone in the brand’s journey but also represents a significant advancement in addressing the specific needs of African consumers. With its blend of scientific innovation, premium quality, and inclusivity, Dark and Lovely continues to lead the way in redefining standards in the haircare industry.