Suave has recruited 5,000 women to test its new haircare line, New Line, Suave Professionals for Natural Hair.

The company says the formula was created using feedback from the testers. The women testing the line were diverse, with a variety of natural hair types, styles and lifestyles. 

The new line offers a quality solution at a value price, when compared to other multicultural hair brands, the company says.

“Whether you’re just starting out experimenting with products, or are a cocktailing pro searching for your next “holy grail” – it all comes at a price, and that’s where Suave comes in. Suave’s brand heritage is rooted in providing quality products at a value price to meet our consumers’ needs,” said Soumya Donkada, Innovation & Strategy Business Leader at Unilever.

The Testers

Suave formed The Natural Hair Trust, a brain-trust of co-creators and inspirational influencers with diverse natural hair types, styles, and lifestyles, to test the new haircare line. These women helped develop and test the products in real-life conditions, and will continue to serve as sounding boards moving forward to ensure the brand is meeting the needs of the natural hair community.

To ensure the collection also delivered quality results to achieve the most sought-after natural hairstyles, Suave consulted with long-time partner Celebrity Stylist and Unilever Hair Expert Ursula Stephen.

“Quality and price can go together, but you don’t always have to sacrifice one for the other. I love using Suave Professionals products on my celebrity clients, and I always recommend them to my followers as well so they can achieve the same look and feel confident they’ll get the same results as a salon brand, at a wallet-friendly price,” said Stephen.

Suave also launched a new digital and social campaign, featuring three Natural Hair Trust influencers; Temitope Adesina, Charlize Glass and Enocha Tellus — watch the video below.

Suave Professionals for Natural hair is available at Dollar General and Family Dollar stores nationwide and online at Target.com and Walmart.com for a suggested retail price of $5.00.