By Alessandro Carrara
The lifestyle brand has created a six-strong line of products designed for curly hair
Pardon My Fro was founded in 2010 by entrepreneur Dana Bly
Lifestyle brand Pardon My Fro has launched its debut hair care line.
The six-strong collection has been specifically formulated for hair types up to 4C, which is classified as having the tightest curl pattern.
It will launch exclusively into American supermarket chain Walmart on 13 February 2023.
“Hair is a huge part of black culture, and this line caters to the unique needs women of colour have when they condition and style their hair,” said founder Dana Bly.
The Hair & Scalp Oil (US$17) has been formulated with almond, avocado and jojoba oil, while Edge Boss ($15) controls, holds and smooths hair using biotin and vitamin B7.
Shea butter, aloe leaf juice and castor seed oil feature in the Curl Enhancer Cream ($15), designed to refresh hair.
Also included is the Moisturizing Hair Milk ($15), which shields, softens and prevents hair damage and contains jojoba oil and argan oil.
Pardon My Fro was one of five beauty brands selected to participate in the Walmart Start Accelerator Program.
The scheme offered the opportunities for small beauty brands with high growth potential to be stocked in Walmart stores and on walmart.com.
“Walmart Start focuses on finding the next innovative brands and setting them up for success,” said Creighton Kiper, Merchandising Vice President, Beauty, Walmart.
“We are so excited to bring Pardon My Fro to our customers and fill an important gap in the market with an inclusive hair care line.”
The brand was founded in 2010 and creates clothing, accessories and home decor.
“Pardon My Fro represents bringing your natural self out,” added Dana.
“And launching a hair care line in Walmart furthers that mission to a much bigger audience.”