Targeted toward Gen Z multicultural women, Unilever and Sundial Brands have announced the launch of Emerge, a textured hair care line now available exclusively at Target.
In combination of Sundial’s knowledge of multicultural beauty and Unilever’s commitment to brands with purpose, Emerge is a collaboration to create a clean beauty brand for young women of color.
Designed for today’s next generation naturalists, Emerge is intended to give women of color the opportunity to explore different hairstyles and lifestyles by enabling acts of self-discovery at an accessible price point.
The six-piece product range allows women to braid, twist-out or wash-and-go without breaking the bank.
All Emerge products are formulated without sulfates, parabens, phthalates, silicones, mineral oil, petrolatum or dyes. The formulas help reduce breakage, define curls and soften hair for unique styles.
Young women of color are not receiving the opportunities and access needed to pursue their creativity and many are being left behind at the start of their careers. Only 17% of new hires in corporate America are women of color, compared to 31% of which are white women. To combat this, Emerge is also committed to helping enable the next generation to embrace their creativity in every endeavor.
To spread awareness of the brand’s product range and purpose, Emerge has assembled the Emerge Creative Collective (ECC) which is comprised of influential young women of color with diverse hair types, styles and creative passions. The ECC will serve as a resource for those in the natural hair community, whom they can turn to for new techniques, styles and hairspiration.
These women include:
- Erica Lall (professional ballet dancer)
- Jessica Zyrie (LGBTQIA activist)
- Tonina Saputo (singer, song-writer, bassist)
- Nesrin Danan (professional photographer)
- Blake Ja'el (student, nail artist, natural hair vlogger)
- Veronica Bonilla (vintage fashion entrepreneur)
- Nai'vasha (celebrity hair artist)
“We’re committed to reaching 100,000 young women nationwide by 2025 to help them emerge their true, authentic and creative selves,” said Soumya Donkada, innovation and strategy at Unilever. “Our partners will enable us to help young women gain access to networks, experiences and resources they need to succeed in their creative endeavors no matter how they define creativity. From dance to photography and everything in between, Emerge gives women the confidence needed, in their hair and themselves, to focus on their passions unapologetically.”
“Gen Z women want to style their hair boldly and change up their look often without worrying about frizz or flyaways,” said Nicola Chung, Sundial Brands senior director of innovation and Emerge lead. “Our formulas allow them to style their hair as creatively as they would like without the added stress whether they are hitting the stage or the classroom. Powered by nature and inspired by our consumers, Emerge has found an amazing partner in Target, especially with its growing wellness and multicultural verticals.”
“As a hairstylist, artistry is at the core of what I do every day,” said Nai'vasha, Emerge celebrity hair artist. “I feel incredibly lucky to be partnering with a brand that both believes in the power of creativity and delivers effective products that can be used on my celebrity clients to create unique, bold styles.”