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World leader in hair care products for people of African descent, SoftSheen Carson was born from the merger of the Carson and SoftSheen companies within the L’Oréal Group in 2000.
Founded in 1901 and 1964 respectively, these companies are responsible for several of the major innovations in this market. Dark & Lovely launched one of the market's leading innovations—the first no-lye relaxer kit. Since then, it has become the number one hair relaxer brand in the world.
The SoftSheen Carson mission: SoftSheen Carson transcends the needs and exceeds the expectations of people of color by providing premiere products for hair care and skin care.
The brand puts innovation at the forefront and makes research a priority. A significant step in this process has been achieved with the creation of a research center specifically dedicated to ethnic hair and skin, the L'Oréal Institute for Ethnic Hair and Skin Research in Chicago.
Key products:
Retail: Dark and Lovely, Optimum Care, Optimum Oil Therapy, Let's Jam, Magic
Professional: Optimum Multi-Mineral Relaxer, Optimum Crème HairColor with Ionene G, Wave Nouveau Coiffure Permanent Wave with Tri-Fusion Technology
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