Dove—which recently introduced a body wash powered by nano-technology and its first bottle design upgrade in 17 years—is debuting its new “Love Your Hair” collection.

It’s Dove’s first haircare range tailored to different hair types. The product range is formulated for six hair types—short, curly, wavy, long, silver and color-treated. Each is infused with skincare-inspired ingredients like biotin complex and bamboo extract.

Bérengère Loubatier, global vice president of Dove Hair, says, “Our mission at Dove is to make a positive beauty experience universally accessible to all, and we continue to support women through our products and purpose initiatives to do so. As women are too often encouraged to change their hair to fit societal standards, our goal with the Love Your Hair collection was to launch a range of expert products that enable every woman to ‘celebrate the hair that makes you, you.'”

Beth Labrecque, senior scientist for Dove Hair, talks about the product development process. She says, “The formulations within the Love Your Hair range provide the care and nourishment each specific hair type needs to feel and look healthy, backed by science and efficacious ingredients. For instance, Love Your Silver products were created in response to consumer feedback to give gray, white and silver hair a boost with purple pigment and ultra-light yet nourishing conditioner, infused with biotin complex for volume and shine.”

The collection includes:

• Love Your Silver Purple Shampoo & Conditioner for silver hair
• Love Your Waves Shampoo & Conditioner for wavy hair
• Love Those Bold Curls Co-Wash & Leave-in Cream for curly hair
• Dove Love Your Lasting Length Shampoo & Conditioner for long hair
• Dove Love Your Chic Edge All-In 1 Shampoo, Conditioner & In-Shower Styler for short hair
• Dove Love Your Shine Shampoo & Conditioner for color-treated hair

Dove’s ‘Love Your Silver’ Campaign

Dove hopes to spark a dialogue around the need for more industry recognnition for silver hair care needs. The Love Your Silver Shampoo and Conditioner are formulated for gorgeous grays. Dove is promoting the launch with two initiatives.

The “Love Your Silver Storytellers” include five women blazing a path in fighting back against “hair rules.” They are Writer and Performer Paula Pell; Visual Artist Maayan Zilberman; Content Creator Tennille Jenkins; Podcaster & DJ Ty Alexander, and Author and Activist Karen Walrond.

Dove also created the “Love Your Silver Stylist Directory” to address this lack of access to specialized guidance and care for silver hair. This new online resource, housed on Dove.com, currently features the hair specialists Dove’s Love Your Silver Storytellers trust—and will be built out throughout the year with other silver specialists across the U.S.

The full collection is available at Walmart, and each product in the range is accessibly priced at $7.98.