Beauty Store Business magazine - January, 2020


The Multicultural Haircare Maestro

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

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.

KhairPep Transforme Collection

KhairPep Transforme Collection

This salon-professional collection works to repair hair damaged by bleaching, coloring, straightening and perms. They are powered by Professor Cavaco-Paulo’s K18 Peptide, a new long-chain peptide that can penetrate hair fibers and will not wash out. The leave-in Masque is a restorative, intense therapy masque for thicker, drier hair and damaged ends. The leave-in Serum is a high-intensity serum treatment for fine hair that is light weight and adds body. Call 800.642.6068 or visit

Design Essentials Natural Collection

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

Circle of Friends Emma's After-Swim Conditioner

Circle of Friends Emma's After-Swim Conditioner

This coconut-scented after-swim conditioner works to moisturize and improve the overall condition of the hair. It's gentle enough for daily-use, and packed with extracts and essential oils that moisturize and untangle the hair, while preventing it from becoming brittle and breaking. It's an ideal addition to the brand's existing collection of Kylie’s Pre-Swim Conditioner and George’s Swimmers’ Shampoo. The swimmers-care line protects hair from the damage caused by pools and salt water. Call 800. 267.4781 or visit

Agave Healing Oil Vapor Iron

Agave Healing Vapor Iron

This iron works to soften, smooth and add shine to lackluster hair. It uses Vapor Infusion Conditioner, which is micronized by its nano-ionic plates that emit natural negative ions, allowing for intense structural reconditioning. The infrared-heat energy from the iron plates also help seal in moisture and conditioning. It features 1.25-inch plates; a low, medium and high variable heat controller of up to 420°F; a removable cartridge that can be refilled with Vapor Infusion Conditioner; and a 4-ounce container of Vapor Infusion Conditioner.

ghd Eclipse With Tri-Zone Technology

ghd Eclipse With Tri-zone Technology

Tri-zone technology provides three quick-thinking sensors in each plate that allow the styler to maintain consistent heat at 365°F. Perfect for all hair types, it curls, creates waves, straightens and styles large sections of hair, also adding shine. In addition, it features high glide precision-milled plates, stays cool to the touch, uses polyphonic sound and backlight, is ready in under 20 seconds, provides universal voltage, has a sleep mode, and has a protective plate guard. Visit