multicultural

The Multicultural Haircare Maestro

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Strength of Nature Global president Mario de la Guardia discusses his great success in the multicultural haircare market.
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The Multicultural Haircare Maestro

Mario de la Guardia, president of Strength of Nature Global, oversees an ever-growing empire that boasts 10 brands in the multicultural market—all produced in the company's 250,000-square-foot facility in Savannah, Georgia. With 200 employees and a presence in dozens of countries worldwide, there's no denying de la Guardia has a finger on the pulse of his target consumers, African-American women and Latinas. In fact, thanks to recent acquisitions of three brands from Unilever, his business is now expanding to a second shift, operating 16 hours per day to meet demand.

Design Essentials Natural Collection

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Design Essentials Natural  Collection

This natural haircare line for curly hair uses botanical ingredients to achieve hydrated styles with frizz-free curl definition. Natural Twist & Set Setting Lotion and Curl Enhancing Mousse have been touted by users for saving them up to 30 minutes of styling time. The newest addition, the Honey CurlForming Custard, is designed to save time achieving daily restyling, fighting frizz and maintaining curl definition. Call 800.535.8683 or visit www.designessentialsnatural.com.

Dark and Lovely Anti-Reversion Edge Sleeker, High Gloss Spray Serum

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Dark and Lovely Anti-Reversion Edge Sleeker, High Gloss Spray Serum

The Dark and Lovely 6 Week Anti-Reversion smoothing system has introduced two new styling products: Edge Sleeker provides hair with eight hours of smooth control and uses the Catcher Flexi-Brush to smooth edges at the root. High Gloss Spray Serum delivers shine while smoothing fly-aways and frizzies. The system uses Thermal Active Smoothing technology, which helps progressively smooth new growth, control frizz, lock in shine and resist humidity, while offering heat protection for up to 400 degrees. Visit www.softsheen-carson.com.

DevaCurl Shine Spray

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DevaCurl Shine Spray

This brand-new addition to the brand delivers shine sans moisture-blocking silicones. Using a combination of emollient oils and the DevaCurl Botanical Blend of moisturizing extracts, the spray is lightweight and works to condition and protect all curl types, including color-treated hair. It’s designed to not only provide shine but protect curls from external stresses that cause damage. Visit www.mydevacurl.com.

Global Skincare Natural Radiance System

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Global Skincare Natural Radiance System

This collection is formulated for stubborn dark spots and discolorations. Using a variety of natural and effective ingredients, it is designed to provide skin with natural radiance through regular use and compliance with sun protection. Included are a Ceramide Hydrating Cream, Gentle Facial Cleanser, Ultra Lightening Serum, Anti-Ox Toner and Sun Protector 29. Visit www.globalskincareproducts.com.

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