Dow’s personal care business is partnering with a start-up specialising in textured hair care solutions to better understand and address the needs of multicultural hair.
It is hoped that this collaboration between the hair care brand, called The Most, and Dow will offer an unparalleled understanding of what constitutes a valuable and authentic hair experience for this consumer group with Dow providing access to material science expertise.
The chemicals giant says it approached its collaboration with The Most by working with representatives of Dow’s Employee Resource Groups (ERGS), such as Global African Affinity Network (GAAN).
“Our collaboration with The Most is a win-win collaboration that will address one of the world’s oldest beauty needs for people with deep curly to highly coily hair,” said Isabel Almiro do Vale, Global Marketing and Strategy Director for Dow Personal Care.
“Strongly aligned with our values and commitment to collaborate to address the most challenging issues in society, we will not only partner to support The Most’s endeavours but also expand our fundamental understanding of textured hair care to serve the needs of the underserved market and enable people of colour to treat and style their hair with the proper attention and care.”
“The Most has a big vision for textured hair care and we need big partnerships to carry it through,” added Dawn Myers, Founder and Chief Executive Officer of The Most.“We are thrilled to have Dow as a partner and look forward to this substantive collaboration and the exchange of cultural capital to better serve this industry.”