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ENGLEWOOD CLIFFS, N.J. — Unilever and Sundial Brands have launched a new line of textured hair care products for Gen Z multicultural women. Available exclusively at Target, the new Emerge line is billed as having been designed for today’s “next generation naturalistas” who want to explore different hairstyles and lifestyles.
“Gen Z women want to style their hair boldly and change up their look often without worrying about frizz or flyaways,” said Nicola Chung, senior director of innovation at Sundial Brands and Emerge Lead. “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. Powered by nature and inspired by our consumers, Emerge has found an amazing partner in Target, especially with its growing wellness and multicultural verticals.”
Emerge is described as a true collaboration that brings together Sundial’s deep knowledge of multicultural beauty and Unilever’s commitment to brands with purpose. The result is a next generation clean beauty brand — the moisture-rich Emerge products are designed to help add curl definition and reduce frizz for 48-hours. The collection is infused with pequi oil and almond milk, and the products are formulated with a combination of naturally derived and non-natural ingredients. All the products are formulated without sulfates, parabens, phthalates, silicones, mineral oil, petrolatum or dyes. The formulations are designed to “provide natural coils, curls and waves the extra love they need to help reduce breakage, define curls and soften hair to create unique styles,” the company said.
To spread awareness of the brand’s product range and purpose, Emerge has put together the Emerge Creative Collective (ECC), comprised of influential young women of color who have diverse hair types, styles and creative passions. 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. The ECC will serve as a resource for those in the natural hair community, whom they can turn to for new techniques, styles and “hairspiration.”
Emerge aims to promote and support self-expression and creativity among its consumer base, in recognition of the fact that young women of color often don’t get the opportunities and access needed to pursue their creativity. That can cause them to get left behind at the start of their careers, according to the company, which notes that only 17% new hires in corporate America are women of color. (Versus 31% who are white women.)
“We’re committed to reaching 100,000 young women nationwide by 2025 to help them emerge their true, authentic and creative selves, said Soumya Donkada, business leader for Innovation & Strategy at Unilever. “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.”
