NAIROBI, Kenya, Oct 29 – Design Essentials, a haircare speciality brand that caters to curly and over coiled hair, has launched a new hair product range in Kenya as it expands across Africa.
The African Chebe Hair Growth Collection will be distributed locally by Belle Afrique Kenya.
“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,” Design Essentials’ International Marketing Manager for Europe, Middle East and Africa, Sharon Thompson said.
“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,” Thompson.
Design Essentials is made by Atlanta-based Afro American owned, McBribe Research Laboratories, which 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.
“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,” Thompson stated.
“In return for sharing their indigenous knowledge with us and allowing us to source the natural ingredients from them in Chad, we have committed ourselves to giving a percentage of the profits from the sale of the African Chebe Collection back to the communities in Chad.”
By Davis Mabeya
