Our History
Our Milestones
1972
The Beginning of Professional Expertise
We have been taking care of African hair with our professional expertise since 1972.
Blazing trails and living up to the boldness of women, we introduced the first hair colour dedicated to African American hair.
1972
The Beginning of Professional Expertise
We have been taking care of African hair with our professional expertise since 1972.
Blazing trails and living up to the boldness of women, we introduced the first hair colour dedicated to African American hair.
1978
Our Game Changer
We gave women the confidence to turn streets into runways in 1978, giving them the option to go sleek and on fleek, with our first No-lye crème relaxer kit.
1978
Our Game Changer
We gave women the confidence to turn streets into runways in 1978, giving them the option to go sleek and on fleek, with our first No-lye crème relaxer kit.
1982
Not Just Any Shampoo
Dark and Lovely switched things up in the hair industry in 1982, we introduced our first neutralising shampoo. Our women kept flaunting and we kept flexing our professional expertise.
1982
Not Just Any Shampoo
Dark and Lovely switched things up in the hair industry in 1982, we introduced our first neutralising shampoo. Our women kept flaunting and we kept flexing our professional expertise.
1993
Professional Expertise for the Kids
In 1993, we introduced our first relaxer kit and maintenance range for African – American kids.
1993
Professional Expertise for the Kids
In 1993, we introduced our first relaxer kit and maintenance range for African – American kids.
2012
A Splash of Colour
Come 2012, we heard our women call and introduced our first Anti-dryness hair colour crème, tailor-made for African hair. Levels to hair goals went all the way up.
2012
A Splash of Colour
Come 2012, we heard our women call and introduced our first Anti-dryness hair colour crème, tailor-made for African hair. Levels to hair goals went all the way up.
2013
Natural Hair Expertise
During 2013, we launched our first hair care range for natural African hair.
2013
Natural Hair Expertise
During 2013, we launched our first hair care range for natural African hair.
2015
Bodifying Hair Relaxer
In 2015, we turned things up with our first Bodifying Relaxer. At last, a solution for all our African queens who wanted to relax their hair without losing volume and bounce.
2015
Bodifying Hair Relaxer
In 2015, we turned things up with our first Bodifying Relaxer. At last, a solution for all our African queens who wanted to relax their hair without losing volume and bounce.
2020
A Revolution of Stronger Hair
2020
A Revolution of Stronger Hair
2021
INNOVATION! Protective Styles Expertise
And in 2021 we launched our 1st Protective Styles Range to maintain and nourish protective styles without water and keep it fresher for longer
2021
INNOVATION! Protective Styles Expertise
And in 2021 we launched our 1st Protective Styles Range to maintain and nourish protective styles without water and keep it fresher for longer