Dove is partnering with filmmaker and CROWN Act advocate Matthew A. Cherry "to ensure the next generation of Black kids develop a positive relationship with beauty."
The partnership will kick off with a new collection of hair care products designed for kids with curls, coils, and waves, inspired by Matthew's Academy Award-winning animated short film, Hair Love.
The products are dermatologist-tested and infused with shea butter and coconut oil to deliver soft, moisturized, and healthy-feeling hair.
The collection includes:
- Curl Cream
Hair Love's main character, Zuri, is featured on each bottle wearing fun and playful styles to highlight the diversity and beauty of natural hair.
Products in the collection are available at Walmart.com and in Walmart stores nationwide.
Esi Eggleston Bracey, executive vice president and chief operating officer, Unilever Personal Care, North America, said: "Research shows that kids as young as three years old can start to build confidence when they see themselves positively represented in the world around them. Dove and Matthew have been working in parallel to create a world where natural hair is a source of confidence in young people, and we are thrilled to officially come together to nurture a positive self-image in kids and, at the same time, deliver products that offer the expert nourishment and care of Dove to Black families."
Cherry said: "Dove and I have a long history together with Hair Love, beginning in 2017, when the brand provided early funding for the project. I'm also a dedicated CROWN Act supporter and have been impressed with the ongoing work Dove is doing to advance hair discrimination legislation, particularly by co-founding the CROWN Coalition. Through this partnership, we will take Zuri 'offscreen' and into the real world to inspire hair love and build self-confidence in kids everywhere."