Pardon My Fro, a lifestyle brand crafted specifically for women “proud of their hair and their heritage” is debuting its first haircare line exclusively with Walmart on February 13, 2023.
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Founded by entrepreneur Dana Bly, the six SKU collection of clean scented hair products was developed and formulated for hair types up to 4C. The packaging color is Bly’s signature vibrant green and features her original and funky illustrations on each item.
“I am so excited to share Pardon My Fro with Walmart customers,” commented Dana Bly. “Hair is a huge part of black culture, and this line caters to the unique needs women of color have when they condition and style their hair.”
- The Hair & Scalp Oil ($17) stimulates and nourishes the scalp with a blend of almond, avocado, and Jojoba oil.
- Edge Boss ($15) controls, holds, and smooths hair and contains Biotin, the B7 vitamin which is known to stimulate hairs’ keratin production.
- The Curl Enhancer Cream ($15) purifies, revives, and refreshes and is infused with Shea Butter, Aloe Leaf Juice, and Castor Seed Oil.
- The Moisturizing Hair Milk ($15) shields, softens, and prevents hair damage and contains Jojoba Oil & Argan Oil, which is rich in oxidants and several vitamins and minerals.
- The Detangler Leave-In Conditioner ($15) detangles, conditions and protects and helps seal in moisture while still being lightweight.
- The Volumizing Mousse ($15) volumizes, calms and hydrates, fights frizz and nourishes curls.
Support from Walmart
Pardon My Fro was one of five beauty brands selected to participate in the Walmart Start Accelerator Program, which gives opportunities for small beauty brands with high growth potential to be in Walmart stores and online. Additionally, participants receive one-on-one sessions with a brand management consultant, a series of virtual classes, support from Walmart Connect, and activation support.
“Walmart Start focuses on finding the next innovative brands and setting them up for success” said Creighton Kiper, Merchandising Vice President, Beauty, Walmart. “We are so excited to bring Pardon My Fro to our customers and fill an important gap in the market with an inclusive hair care line.”
“Pardon My Fro represents bringing your natural self out,” expressed Bly. “And launching a haircare line in Walmart furthers that mission to a much bigger audience.”
Last year, Range Beauty became the first Black woman-owned makeup brand to score a deal on ABC’s Shark Tank.