Wakati is a natural hair care line made in partnership with an HBCU

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Kao USA Inc., the manufacturer of brands like Jergens, Curél, Bioré, John Frieda and more, is now introducing its first hair care line exclusively for natural hair textures.

Wakati, which means “time” in Swahili, is a hair care brand for natural, textured hair. The four-product line debuted at Target in January 2021.

“For an audience traditionally overlooked by mainstream brands/products, we asked ourselves how we could create a product collection that would truly enhance the lives of our consumers,” Kenya Foy, U.S. Marketing, Wakati, said in a press release. “[We] decided the best way was to go to the source – consumers with highly textured hair.”

As a result, Kao USA worked with business students from Florida Agriculture and Mechanical University (known as Florida A&M or FAMU) on brand ideation, marketing and packaging. This marks the first collaboration between the brand and an HBCU, Historically Black College and University – and hopefully not the last.

Shop the brand now and gift a few to a friend!

Shop: Re-Activating Conditioning Mist, $11.99

Credit: Wakati

Shop: Oil-Infused Cream, $9.99

Credit: Wakati

Shop: Sulfate-Free Shampoo, $11.99

Credit: Wakati

Shop: Water-Activated Advanced Conditioner, $11.99+

Credit: Wakati

If you liked this post, check out 5 Black-owned skincare brands that need to be on your radar.

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