TAGS: Hair Care
Dow announces that it will collaborate with THE MOST, a start-up company specializing in textured hair care solutions, to better understand and address the needs of the underserved multicultural textured hair care market.
Serve Underserved Market
Through this collaboration, each company will bring a unique contribution to the table. THE MOST offers an unparalleled understanding of what constitutes a valuable and authentic hair experience for this consumer group.
Dow provides access to the material science expertise required to transform ideas into business opportunities in the competitive personal care market. In addition, with one of the broadest portfolios in the industry Dow is in a unique position to help develop ingredients to fill the void in this underserved market.
Dow approached this collaboration with The MOST by working closely with representatives of Dow’s Employee Resource Groups (ERGS), such as Global African Affinity Network (GAAN), which representatives continue to play crucial roles as key strategic contributors solidifying the collaboration.
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Our collaboration with THE MOST is a win-win collaboration that will address one of the world’s oldest beauty needs for people with deep curly to highly coily hair,” said Isabel Almiro do Vale, global marketing and strategy director for Dow Personal Care. “
Strongly aligned with our values and commitment to collaborate to address the most challenging issues in society, we will not only partner to support THE MOST’s endeavors but also expand our fundamental understanding of textured hair care to serve the needs of the underserved market and enable people of color to treat and style their hair with the proper attention and care.”
Empowers Women of Color
THE MOST develops products that many major industry players lack the cultural insight to produce and serves as a marketplace for natural hair enthusiasts looking for the best in textured hair care solutions.
With its all-in-one styling tools, the independent brand empowers women of color to embrace their natural hair by cutting styling time, increasing convenience, and minimizing the invisible pain points in ethnic haircare. By leveraging Dow’s material science expertise, THE MOST will have the opportunity to improve upon its renewable-based styling system, The Mint.
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THE MOST has a big vision for textured hair care and we need big partnerships to carry it through,” said Dawn Myers, founder and chief executive officer of THE MOST. “
We are thrilled to have Dow as a partner and look forward to this substantive collaboration and the exchange of cultural capital to better serve this industry.”
Dow’s collaboration with THE MOST highlights the critical need for inclusion and diversity in order to discover new opportunities to bring tailored solutions to the multicultural hair segment.
Source: Dow