Design Essentials Partners with Runways to Freedom, a brainchild of Joan Okorodudu

Design Essentials, a renowned global hair care brand, has forged a strategic partnership with Joan Okorodudu, a leading figure in Africa’s fashion and modeling industry, to promote African beauty on an international scale. This collaboration represents a significant alignment between a top-tier hair care brand and a visionary talent scout dedicated to discovering and nurturing African talent.

The Collaboration

Design Essentials, known for its high-quality products tailored for textured hair, has long been a favorite among professionals and consumers alike. The brand’s commitment to addressing the unique needs of African hair is exemplified in their latest product line, the African Chebe Hair Growth Collection. This range, inspired by traditional African hair care practices, has been well-received for its focus on hair strength, growth, and retention.

Joan Okorodudu, the founder of ISIS Models and the driving force behind Africa’s Next Super Model, has consistently championed African talent on the global stage. Her work in the fashion industry, particularly in scouting and developing models from Africa, aligns seamlessly with Design Essentials’ mission to empower individuals through beauty.

Impact on Africa’s Next Super Model

The partnership was prominently showcased during the 2023 Africa’s Next Super Model competition, a prestigious event founded by Okorodudu. As the official Hair Brand Partner, Design Essentials provided their Chebe Hair Growth Collection to participants, ensuring that the models’ hair was in optimal condition for the runway. The competition, which took place in Nairobi, Kenya, featured contestants from across the continent, including those from refugee camps, highlighting the inclusive nature of the event.

Sharon Thompson, International Marketing Manager for Design Essentials, expressed the brand’s excitement about the partnership, noting how it resonates with their ethos of giving back and supporting growth in the African beauty and fashion industry. The collaboration with Africa’s Next Super Model not only reinforced Design Essentials’ presence in Africa but also showcased their commitment to empowering African women through beauty and self-care.

Shared Vision and Future Prospects

Joan Okorodudu’s vision to elevate African models to international prominence dovetails with Design Essentials’ goal of providing high-quality, culturally relevant products. This partnership is a testament to the potential that arises when global brands invest in local talent and traditions. By combining Design Essentials’ expertise in hair care with Okorodudu’s unparalleled eye for talent, the collaboration is poised to make a lasting impact on the African fashion scene.

Looking ahead, both parties are optimistic about the future. The success of their joint initiatives at the 2023 Africa’s Next Super Model has set the stage for continued collaboration, with plans to expand their reach and influence in the coming years. This partnership not only celebrates African beauty but also paves the way for more inclusive and representative narratives in the global beauty and fashion industries.

Design Essentials launches new Afrocentric hair product in Kenya

Design Essentials has introduced a new hair care range to the Kenyan market, continuing its expansion across Africa. The African Chebe Hair Growth Collection, which will be distributed by Belle Afrique Kenya, is crafted from natural African ingredients and traditional knowledge to address the unique needs of African hair.

At the launch event in Nairobi, Sharon Thompson, Design Essentials’ International Marketing Manager for Europe, the Middle East, and Africa, expressed enthusiasm about the introduction of the Chebe range. She highlighted the company’s commitment to providing products that meet the specific needs of African hair, and she encouraged local hair and beauty businesses to adopt the range for their own growth.

Produced by McBride Research Laboratories, an Atlanta-based Afro-American-owned company with over three decades of experience, the African Chebe line is inspired by the centuries-old hair care practices of the Basara women in Chad. These women use a blend of natural ingredients like cherry seeds, cloves, and lavender to create a paste that strengthens and nourishes hair, a tradition that has contributed to their renowned long and healthy hair.

Thompson emphasized the honor of incorporating this traditional knowledge into a product that addresses the challenges of African hair growth and strength. The launch of African Chebe in Kenya coincided with the 2023 Africa’s Next Supermodel Finals, where the brand served as the Hair Brand Partner, underscoring Design Essentials’ commitment to social responsibility in Africa.

Thompson also noted that the partnership with Africa’s Next Super Model aligns with Design Essentials’ mission to give back, particularly supporting the vision of Joan Okorodudu, the competition’s founder, in providing opportunities for aspiring models, including those from refugee camps.

The newly launched collection includes the Chébé Herbal Pre-Wash Intense Repair Masque, Anti-Breakage Moisture Retention Shampoo, Anti-Breakage Moisturizing Leave-In Conditioner, Braid & Twist-Out Styling Crème, and Strengthening & Moisturizing Styling Mousse.