There is the joke that goes, “It’s now difficult to bewitch an African girl, because when you take a bit of her hair to the witch doctor some poor woman in Brazil gets ill or a factory in China catches fire.”
It’s maybe in poor taste, but it aptly paints the picture of how popular weaves, wigs and all manner of hair extensions are.
Walk downtown in any African city and you’ll find shops, stalls and street vendors selling endless styles of weaves.
Here in Zimbabwe, shops are awash with weaves for ladies as well as different types of relaxers for those who want to bring out that elegant curl, making them look like their beloved Hollywood or Bollywood icons.
But new a trend across the continent and globally is seeing more and more women ditch the weave for their natural hair.
Hair product companies are not being left behind and have already started pushing new lines to help those women who flaunt natural hair.
Amongst those who have dropped new products is Dark and Lovely which is a subsidiary of L’Oreal Cosmetics. The company recently unveiled is AU Naturale range in Harare.
Zimbo Jam got a crash course in natural hair care as we tuned in to the presentations.
The AU Naturale range has four products namely; Moisture Replenishing Shampoo, Knout Out Conditioner, Plaiting Pudding Cream as well as Afro Moisturising Butter, all these products are made from natural ingredients namely mango oil, bamboo milk and honey.
“What makes this range different is it is specific for natural hair, thereby making it a tailor made range that fully addresses natural hair needs and challenges,” said L’oreal Zimbabwe marketing officer, Leona Chahweta.
Responding to why they have decided to suddenly cater for those who love natural hair as opposed to weaves and use of other chemicals she said, “It’s not a sudden love, rather there is a growing trend worldwide whereby more and more women are gravitating towards natural hair.
“Some are moving from relaxed to natural hair, while others are simply choosing to remain natural rather than to relax their hair.”
Chahweta added that natural hair was once seen as a problem to be dealt with, but this was changing. “In the past, natural hair was viewed as a problem due to the difficulties associated with maintaining it, but now, thanks to technology, research and innovation , we have come up with products that provide the natural hair lover with an easy hair care/maintenance and styling regime so they can stay true to their natural beauty, rock their curls and selfie-slay with pride.”
Zimbabwean women who have recently nailed the natural look include MC Rebecca Muchenje and ever the bob-cut woman, Pokello Nare.
Dark and Lovely is the biggest ethnic hair care brand in the world with over 40 years in the market.
