Mizani UK’s Big Fail At Understanding Natural Hair

There are few things that put me into rant mode but sometimes I come across something that makes me do a double take and a deep breath. I will give you a minute to peruse this flyer by Mizani UK . . .

Now I hope you will forgive my rant but this is exactly the reason I have a problem with hair companies suddenly going natural over night. Honestly I get why they feel the need to join the natural party.

In the current climate it’s clearly a huge financial mistake not to have products that cater to the curly girls and let’s not forget the ones with ‘excessively curly textured hair’. By the way does anybody know what in the world they mean by ‘excessively curly’? 

Mizani like some others miss the mark by a huge margin as they have fallen behind in terms of products and expertise when dealing with Afro-textured hair. It is all a fly by night operation for them as they try to play catch up because they want to take advantage of a growing market that might significantly improve their bottom line.

But as a natural girl myself, I don’t know if I am flattered, insulted or just plain bewildered. But like I said, I get it! Why would they as seasoned hair business professionals let little companies like Miss Jessie’s or Kinky* Curly or Curl Junkie have all the fun when there’s enough natural pie to go round?

After all they just got here, Mizani on the other hand has been in the hair game forever, they got this, if anybody is going to spearhead some kind of revolution, it will be the top brands, step aside girls, Mizani is the ‘premium professional expert’ for that group of girls with the excessively curly hair. Really though, what in this world does that mean?

We don’t like to over indulge in the ridicule rather it is better to take an opportunity to shed a little light or give some advice to our trusted brands who are clearly not ready for this new market.

With that said and with the greatest of respect, here are a few suggestions for these companies as they embark on marketing campaigns, throw curly girl parties, and create products that promise way more than they can deliver.

1. Get to know the afro textured girl

You have to know who you are marketing to, afro-textured hair is very different from plain straight hair. It has variety to it and no two heads of hair are the same which means don’t assume that you know about it, you need to take the time to find out.

There are a ton of experts out there willing to teach anyone about the care of textured hair. Get somebody on your team that actually knows curly hair and let her teach you.

Her hair is not ‘excessively curly’ (obviously hair which has one two many curls) but if you get to know her, you may at least learn how to describe her hair appropriately.

2. Partner with salons dedicated to afro textured hair

Every one knows that Toni & Guy is not an atypical afro textured salon, and maybe it is a matter of comfort zone, money or space but it might help to launch your line at a place that is more dedicated to the care of afro textured hair until Toni & Guy is at that level of service.

3. Spend money on research and development for your product lines

Do not just throw a product together with some glycerine* and coconut oil* and call it natural. Really do the research on what afro textured hair requires and test the product well.

It is not enough to just come up with something so that you can say you have a product that caters to that market. Spend the money, we promise you us curly ladies are worth it.

4. Use social media to your advantage

There are a ton of bloggers, youtubers, instagramers and facebookers who could really provide insight on what they are looking for in a product for their specific hair type. If you engage your customer they might actually help you in decision making and will support you even more once you are ready to launch your product.

And finally

5. Never bring a paddle brush* to a afro textured curly girl party, no really, dont!

Might we suggest a Denman brush* or a wide tooth comb*. We don’t mind the pricey ones either, Mason Pearson makes some exceptional products that many coily girls use.

It would be very difficult to accept consultations where deadly weapons like paddle brushes are being handed out even if they are free. Much like our hair products we we tend to prefer our tools to be durable, long lasting, of the highest quality and most importantly, appropriate for our hair texture.