If you belong to the 65 percent of the U.S. population with curly hair, you, like me, likely struggle with finding products that cater to your coils. While I definitely have my curl-approved brands that I keep near and dear to my heart, I commonly find that many hair-care brands don’t cater to a diverse selection of hair types and I’m often left wanting more, whether that’s an even deeper conditioner or a thicker ringlet cream. All ranting aside, Matrix has finally come to the rescue with their latest rebrand (it launched on March 1), which promises to tap into a more diverse consumer base, whether that be pertaining to hair type or racial background.
According to a release, Matrix’s rebrand, now known as the Hair Diversity Matrix, ensures that “all products and education materials are developed to address the need of every hair type,” from the brightest of blondes to the finest of hair. In a recent event hosted by Matrix, four panelists spoke on the topic of diversity and Matrix’s dedication to supporting all types of people, and they offered a peek into their upcoming launch
When speaking about the industry’s latest fads from a consumer standpoint, Colombian-American actress Isabella Gomez says that the modern consumer is “very interested in how products are packaged and that they’re sustainable. Also, consumers are doing research on what is actually in the products and what that means for us—not only does the product need to look good, but it needs to feel good.”
With this in mind, global artistic director at Matrix, Michelle O’Connor, says Matrix is “developing a highlight color that actually preserves the curls.” According to O’Connor, “For the curly girl, curl preservation is the absolute holy grail of what needs to happen in your hair if you decide to get color. We are able to say ‘we listen to you and we know that curl healthy is of the utmost importance for you, so here’s a new line.'” The color line, which launched March 1, pertains to all hair types and adds bounce, shine and elasticity without damaging the hair. The launch includes a redesign of its cult-favorite SoColor and Color Sync Lines, with about 120 new shades and bold packaging. Curly girls, now is the time to add some color in your hair for spring!