Connect with us


Darling launches premium hair brand

Move to create grow consumer demand and accelerate growth in the Sh25 billion Kenyan hair market



Darling Kenya Head of Marketing Dry Hair, Victoria Kieti Chesire, hair model Christine Njeri and Godrej Kenya Chief Executive Office Gaurav Kaushal during the launch of the new range of Elegant hair extensions in the Kenyan market. Photo: H&K

Darling Kenya, the hair extensions manufacturer, is scaling up its operations in the Ksh25 billion market with the introduction of a premium braid. Braid is made from a combination of premium light-weight fibres that ensure the hair is not pulled, hence taking care of the hairline, the company says.

“This braid offers a neater, shinier finish because of its smooth texture and long-lasting sheen,” says Darling Kenya Marketing Manager, Victoria Kieti-Chesire. “The premium fibres also give Elegant Braid the best full hot water curls to ensure different styling options and keep consumers looking fashionable.”

Ms Chesire said during the launch in Nairobi that the introduction of the Elegant Braid is part of Darling Kenya’s innovation and quality enhancement.

“The Kenyan consumer is demanding more from brands, especially in the fashion industry. She wants brands that understand her…her aspirations, dreams, challenges, fears. She is increasingly fashion-forward and hence braids must fulfil her fashion aspirations, but still remain fun, simple and easy to manage,” she said.

READ ALSO: Under-arms odour is worth Sh1.4 billion

Ms. Chesire added that the brand will seek to increase its equity and advocacy through tailor-made engagements with local salons and stylists. Darling Kenya’s range of products include braids, synthetic weaves, wigs and crochet, which has helped the brand build a significance footprint in the region.

In 2011, Godrej Consumer Products Limited (GCPL) entered into a partnership with Darling Group Holdings, a leading pan-African hair care company.

Darling, with operations in 14 countries across Africa, is a market leader in hair extension products. In 2017, GCPL ‘s hair extensions and wet hair care products businesses contributed to 43% of the company’s revenues from international businesses.

READ READ: Video: Interview with Louis Otieno on his deafness 

Business Today is the leading independent online business website in Kenya. Started in 2012 by a veteran business journalist, it has a huge following both in Kenya and abroad. It covers various business and related issues. Email editor at: [email protected]

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

News Updates

NEWS17 hours ago

Another handshake: Raila, US envoy mend fences

Ambassador Robert Godec pledges support for efforts to reconcile the nation and deliver justice at a meeting with the NASA...

NEWS18 hours ago

Matiang’i backs Waititu, orders all bars closed

Interior Cabinet Secretary said the crackdown will be immediately rolled out in other counties urging other governors to follow in...

NEWS21 hours ago

Heart-rending photo of ailing Njambi Koikai moves Kenyans

Former QFM host says she has been in hospital in the US for two weeks now and had four chest...

Politics2 days ago

UK seeks to seize Cambridge Analytica servers

Facebook also says it has hired its own digital forensic team to conduct an audit to find out whether the...

Entertainment2 days ago

Popular musician perishes in road accident

The musician, popularly known as Shavey de King, died on the spot at around 10.30 pm after being crushed by...

NEWS2 days ago

Bamburi partners with KeNHA to repair Stoney Athi bridge

The company has provided concrete solutions and technical expertise for the repair works on the bridge which was last week...

Politics2 days ago

NASA senators vote to kick out Wetang’ula

At least 19 senators, who attended Nasa's Parliamentary Group meeting at Parliament Buildings in Nairobi, unanimously voted to replace Mr...

Politics2 days ago

Cambridge Analytica confirms role in Kenya elections

In a undercover film broadcast on Channel 4 News in the UK on Monday night, Cambridge Analytica Managing Director Mark...

NEWS2 days ago

Sad! Mercy killing for Sudan after condition worsens

The rhino had been part of an ambitious effort to save the subspecies from extinction with the help of the...

NEWS3 days ago

Logging ban pushes charcoal prices to Sh2,500 per bag

Destruction of Kenya’s key forests like the Mau Complex has been blamed on charcoal dealers’ pursuit of quick profits in...