Christine Esposito, Managing Editor02.12.21
Kao USA Inc. has launched Wakati, a new product line designed for natural hair textures—a first for the company. The patented hair care range provides optimum moisture for finger detangling.
While conceptualizing the brand, Kao USA enlisted the help of business students from Florida Agricultural and Mechanical University (Florida A&M or FAMU) to collaborate on the brand ideation, marketing and packaging design.
The lead product is Wakati Water-Activated Advanced Conditioner, a formula designed to allow consumers to finger-comb detangle, soften coarse hair and help to reduce shedding. The conditioner was developed to address three key consumer concerns: high tendency to tangle, difficulty gaining curl alignment (which helps with achieving curl definition), and difficulty maintaining curl alignment. This formula spreads evenly through the hair to deliver moisture and "slip" to each hair strand, prevents tangling from the start, and results in consistent curl bundles once hair dries. It is the first and only patented conditioner of its kind.
"We knew we had a stellar formula, one that would deliver against the needs of modern women who embrace the natural hair movement," said Kenya Foy, US marketing, Wakati. "For an audience traditionally overlooked by mainstream brands/products, we asked ourselves how we could create a product collection that would truly enhance the lives of our consumers and decided the best way was to go to the source –consumers with highly textured hair."
The range also includes Wakati Sulfate-Free Shampoo, which delivers balanced cleansing to gently remove build-up while prepping your hair for optimal conditioning. Specially formulated for natural hair, this shampoo will help detangle strands without leaving your hair feeling stripped.
Wakati Oil-Infused Cream, a leave-in proudtc, seals moisture for slip and added shine to hydrate curls and help control frizz.
Wakati Re-Activating Conditioning Mist hydrates and refreshes curls for a smooth finish with added shine. The non-aerosol product deposits moisture along each strand to soften and nourish hair so that your curls are soft and defined on wash day or day 5.
"To say the collaboration with FAMU was groundbreaking for Kao is an understatement," says Foy. "The faculty and students are truly an outstanding group of individuals who got to make their mark on creating a brand that will meet a true need state. This is only the beginning. We plan on continuing our partnership with FAMU and in the future expanding our support to other HBCUs across the country."
Wakati, meaning "time" in Swahili, represents how generation after generation has used natural hair to connect with their ancestry, showing how the beauty of Black culture can be represented through hair.
The line is available at Target and on Target.com, Walgreens and Walgreens.com, and on Walmart.com, and will debut at Rite-Aid in May.
While conceptualizing the brand, Kao USA enlisted the help of business students from Florida Agricultural and Mechanical University (Florida A&M or FAMU) to collaborate on the brand ideation, marketing and packaging design.
The lead product is Wakati Water-Activated Advanced Conditioner, a formula designed to allow consumers to finger-comb detangle, soften coarse hair and help to reduce shedding. The conditioner was developed to address three key consumer concerns: high tendency to tangle, difficulty gaining curl alignment (which helps with achieving curl definition), and difficulty maintaining curl alignment. This formula spreads evenly through the hair to deliver moisture and "slip" to each hair strand, prevents tangling from the start, and results in consistent curl bundles once hair dries. It is the first and only patented conditioner of its kind.
"We knew we had a stellar formula, one that would deliver against the needs of modern women who embrace the natural hair movement," said Kenya Foy, US marketing, Wakati. "For an audience traditionally overlooked by mainstream brands/products, we asked ourselves how we could create a product collection that would truly enhance the lives of our consumers and decided the best way was to go to the source –consumers with highly textured hair."
The range also includes Wakati Sulfate-Free Shampoo, which delivers balanced cleansing to gently remove build-up while prepping your hair for optimal conditioning. Specially formulated for natural hair, this shampoo will help detangle strands without leaving your hair feeling stripped.
Wakati Oil-Infused Cream, a leave-in proudtc, seals moisture for slip and added shine to hydrate curls and help control frizz.
Wakati Re-Activating Conditioning Mist hydrates and refreshes curls for a smooth finish with added shine. The non-aerosol product deposits moisture along each strand to soften and nourish hair so that your curls are soft and defined on wash day or day 5.
"To say the collaboration with FAMU was groundbreaking for Kao is an understatement," says Foy. "The faculty and students are truly an outstanding group of individuals who got to make their mark on creating a brand that will meet a true need state. This is only the beginning. We plan on continuing our partnership with FAMU and in the future expanding our support to other HBCUs across the country."
Wakati, meaning "time" in Swahili, represents how generation after generation has used natural hair to connect with their ancestry, showing how the beauty of Black culture can be represented through hair.
The line is available at Target and on Target.com, Walgreens and Walgreens.com, and on Walmart.com, and will debut at Rite-Aid in May.
