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Target Picks Up Alikay Naturals

By Melissa Meisel, Associate Editor | January 8, 2014

Ethnic beauty brand sees US expansion.

Integrating the images of women of different races with textured hair ranging from kinky to curly with the cultivation of a shared sense of identity has enabled Alikay Naturals to resonate with consumers of a rapidly growing niche market, contends the company. And its approach shows in the widening of its distribution for 2014. 
 
This Spring, the brand’s Honey & Sage Deep Conditioner, Lemongrass Leave In Conditioner, Essential Growth Oil, Crème Brulee Curling Delight and Shea Yogurt Hair Moisturizer will be coming to select Target stores across the US.  In addition to the above mentioned Alikay Naturals products, Target.com will also feature the Moisturizing Black Soap Shampoo, Knots Be Gone Detangler, Caribbean Coconut Milk Duo, Glazed Argan Oil Silkener and Moisture Rich Hair Parfait.
 
According to the US Census data, a growing number of Americans identify themselves as multiracial.  “With 60% of the world population being made up of curly haired individuals, mainstream retail outlets are taking notice of the increased demand that has sparked the emergence of natural hair care groups and elaborate natural hair expos. Once hard-to-find products designed specifically for curly hair and kinky hair types were only available in select beauty supply stores. These products, are now stocked on the shelves of mass market retail chains,” said Alikay Naturals CEO and Co-Founder Rochelle Graham. 
  
More info: www.alikaynaturals.com
 
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