01.23.20
Unilever and Sundial Brands have launched a new hair care brand -- Emerge -- a line of textured hair care products, exclusively at Target stores nationwide.
The colorful packaging is shown above.
Emerge states the products are designed for "Gen Z multicultural women." The six-piece range is ideal for braids, twist-out, and wash-and-go natural hairstyles, with products formulated for textured hair.
Emerge brings together Sundial's deep knowledge of multicultural beauty -- and Unilever's commitment to "brands with purpose."
Soumya Donkada, Innovation & Strategy at Unilever, says, "We're committed to reaching 100,000 young women nationwide by 2025 to help them emerge their true, authentic and creative selves. Our partners will enable us to help young women gain access to networks, experiences and resources they need to succeed in their creative endeavors no matter how they define creativity. From dance to photography and everything in between, Emerge gives women the confidence needed, in their hair and themselves, to focus on their passions unapologetically."
'Clean' Formulas For Curls & More
Emerge products are moisturizing, to aid in adding curl definition and reducing frizz for 48-hours. The collection is infused with pequi oil and almond milk.
The brand is also 'clean' -- without sulfates, parabens, phthalates, silicones, mineral oil, petrolatum or dyes. The products are formulated with a combination of naturally derived and non-natural ingredients.
Nicola Chung, Sundial Brands Sr. Director of Innovation and Emerge Lead, says, "Gen Z women want to style their hair boldly and change up their look often without worrying about frizz or flyaways. Our formulas 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."
Chung continues, "Powered by nature and inspired by our consumers, Emerge has found an amazing partner in Target, especially with its growing wellness and multicultural verticals."
The Emerge Creative Collective
To spread awareness of the brand's product range and purpose, Emerge has assembled the Emerge Creative Collective -- comprised of influential young women of color. They will serve as a resource for those in the natural hair community, whom they can turn to for new techniques and styles.
These women include Erica Lall (professional ballet dancer), Jessica Zyrie (LGBTQIA activist), Tonina Saputo (singer, song-writer, bassist), Nesrin Danan (professional photographer), Blake Ja'el (student, nail artist, natural hair vlogger), Veronica Bonilla (vintage fashion entrepreneur) and rounding out the group, celebrity hair artist Nai'vasha.
