Design Essentials has launched a new hair product range into the Kenyan market as it seeks to continue expansion across Africa.
The African Chebe Hair Growth Collection, which will be distributed in Kenya by their Distribution Partner Belle Afrique Kenya, is developed from natural African ingredients, indigenous African knowledge and designed to address the challenges of African hair types.
Speaking at a media launch event in Nairobi, Design Essentials’ International Marketing Manager for Europe, Middle East and Africa, Sharon Thompson “We are thrilled to be here in Kenya and to introduce the Design Essentials Chebe range to our customers, who have already embraced and appreciate the performance of our products. We hope that this new system will meet their needs in terms of strengthening the hair, and that for the local hair, beauty & cosmetics industry, our Business Partners will adopt the range to contribute to their growth.”
Design Essentials is made by Atlanta-based Afro American owned, McBribe Research Laboratories. It has over thirty years experience developing and manufacturing hair care products designed to cater for all hair types.
African Chebe is made with naturally sourced ingredients from Chad. For centuries, the Basara Women in Chad have collected and mixed cherry seeds, cloves, lavender, plantain seeds, crotons, stone scent and resin tree sap and ground it into a fine brown powder. The powder is then mixed with water or oil, creating a mask-like paste which is then applied to the hair shaft, braided, and left in until the next wash day, where the process is then repeated. This has resulted in their thick, strong waist length hair admired world over.
Ms Thompson “We are honoured that the Basara Women have shared their age-old tradition with us, so that we can take that traditional/indigenous knowledge and infuse our research, development and manufacturing expertise to produce a product that answers a longstanding African hair challenge of growth, retention and strength. African Chebe is specifically designed to nourish, revitalize and strengthen the hair.
The entry of African Chebe into the Kenyan market coincides with this year’s Africa’s Next Supermodel Finals (a prestigious continent-wide modelling competition and reality TV show) that took place on October 28th 2023 at the Radisson Blu, Uperhill. African Chebe is the Hair Brand Partner and part of Design Essentials Social Responsibility agenda in Africa.
“Giving back is at the heart of Design Essentials’ ethos, so aligning with Africa’s Next Super Model as the Hair Brand Partner, is a perfect fit. Supporting the vision of Joan Okorodudu, the Founder of Africa’s Next Super Model, and her mission to give her contestants, some from refugee camps, a pathway to successful careers in modelling also resonates well with Design Essentials,” Ms. Thompson.
The Collection launched includes Chébé Herbal Pre-Wash Intense Repair Masque, Anti-Breakage Moisture Retention Shampoo, Anti-Breakage Moisturizing Leave-In Conditioner, Braid & Twist-Out Styling Crème, Strengthening & Moisturizing Styling Mousse.