Unilever and Sundial launch new Gen Z-focused textured hair care brand in US

By

Robin Driver

Published
Jan 23, 2020

Consumer products conglomerate Unilever and its ethnic beauty-focused subsidiary, Sundial Brands, have teamed up to launch Emerge, a new U.S.-based brand that aims to empower multicultural Gen-Z women with affordable textured hair care products.

 
Emerge, which will launch exclusively at Target, aims to bring together Unilever’s commitment to supporting purposeful enterprises and Sundial’s knowledge of multicultural beauty in order to create a clean beauty brand that appeals to young women of color.
 
The brand’s six-piece launch range includes shampoo, conditioner, leave-in conditioner and styling gel, as well as a moisturizing butter cream and a hair mask.  

The products are formulated using a range of naturally derived and non-natural ingredients, and are infused with pequi oil and almond milk. The line is free from sulfates, parabens, phthalates, silicones, mineral oil, petrolatum and dyes.
 
Aside from boasting moisturizing, frizz-reducing and curl-defining properties, the products also aim to encourage a more creative approach to textured hair and inspire self-expression. Indeed, the whole brand, from its products to its messaging, has been conceived as a real social enterprise.
 
“We're committed to reaching 100,000 young women nationwide by 2025 to help them emerge their true, authentic and creative selves,” explained Soumya Donkada, Unilever’s head of innovation and strategy, in a release. “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.”
 
Launching alongside the new brand is the Emerge Creative Collective (ECC), a group of influential young women of color with different hair types, brought together to build awareness of the label’s product line and purpose.
 
ECC members include ballet dancer Erica Lall, LGBTQIA activist Jessica Zyrie, sing-songwriter Tonina Saputo, photographer Nesrin Danan, natural hair vlogger Blake Ja’el, vintage fashion entrepreneur Veronica Bonilla and celebrity hair artist Nai’vasha.
 
Emerge is now available at Target stores nationwide, as well as on the retailer’s e-commerce platform. The suggested retail prices of the brand’s products start at $6.99.