Taliah Waajid brings protective styles hair care line to Walmart

16-Jul-2018 - Last updated on 16-Jul-2018 at 15:46 GMT

The subcategory of hair care is used by women wearing protective hairstyles (like wigs, weaves, and headwraps) while shifting from a chemically treated hair style to a natural hair style. And as of this month, more consumers have access to the category, thanks to a distribution deal between Taliah Waajid and Walmart.

Taliah Waajid has made a name for herself as an expert in the care and styling of naturally curly, coily, kinky, and wavy hair textures.

Waajid launched Black Earth Products in the late 1990s and is best known for her eponymous branded hair care portfolio, that now comprises seven separate product line: Protective Styles; Curls, Waves, & Naturals; Kinky, Wavy, Natural; Green Apple Aloe; Pure & Natural Shea-Coco; Black Earth Products; and Jamaican Black Castor Oil.

She is also the founder of the popular World Natural Hair and Healthy Lifestyle Event, which first opened in 2014.

The project

Taliah Waajid’s Protective Styles collection is meant for women moving between chemically treated styles and natural looks. According to the brand’s release more than 80% of African-American women wear extensions, weaves, and wigs. The collection of products was designed with these women in mind and formulated as both scalp care and hair care for women who once chemically straightened their hair, now wear a protective style, and will soon their natural curly, coily, kinky, or wavy hair.

“Having our products available in Walmart marks a further step in the Taliah Waajid mission to help women embrace and care for their natural hair, regardless of how they wear it,” says Waajid in a media release about the new distribution deal.

“Walmart carrying this full collection makes our products wildly accessible.” And, she believes “it's a testament to their support and promotion of natural hair.”

The product

The Taliah Waajid Protective Styles product collection includes eight items, all of which are now available at select Walmart stores.

The products are formulated to help “moisturize and protect the scalp and hair before, during and after wearing protective styles. They help to strengthen and aid in hair growth, protecting against hair loss and thinning, no matter the hair style or texture,” according to the media release.

The collection is affordable, priced at $8.99 - $10.99, and on-trend with current consumer concerns—paraben free and cruelty free.

The Protective Styles products are: Bamboo and Biotin Edge Growth; Bamboo and Coconut Milk Growth Oil; Bamboo and Coconut Milk Strengthening Leave-In Conditioner; Bamboo, Avocado and Peppermint Conditioning Restoring Serum; Bamboo Basil and Peppermint Anti-Itch Serum; Bamboo and Coconut Milk Moisturizing Mint Shampoo; Bamboo and Biotin Vitamins for Healthy Hair; Bamboo, Avocado and Peppermint Dry Gel Shampoo.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.