Whether it’s kept au naturel or tweaked with treatments, shaved to a buzz cut or enhanced with extensions, one thing we learn growing up with Afro hair is that it's so much more than just hair. In fact, the way we choose to wear our kinks and coils tells the world who we are, and helps to express our identity. In the words of Kelly Rowland: ‘My hair, my crown’ – and sure, most days, our hair is our crowning glory. But sometimes, it's hard not to let a lack of inclusivity in the hair industry stand in our way.

While the concept of ‘good hair’ is thankfully becoming a thing of the past, there is still some work to be done when it comes to the availability of shampoos, conditioners and styling creams that cater to specific hair textures. That's where Pantene comes in. Aware of the lack of haircare products for kinky, coily and textured hair types, the brand has launched a range of scientifically formulated products to deeply moisturise and repair different Afro hair types. Introducing: the Gold Series.

Developed by a team of Black scientists over the course of 15 years, and informed by Pantene’s own 75 years of expertise in haircare, the Gold Series is about creating a synergy between the science of our hair and the treatments applied to it. In other words, it’s about getting to the root of our needs and offering effective, affordable solutions.

To do this, the research team took into account the lived experiences of those with Afro hair. “The team and I knew that we had to do something different,” says Dr. Rolanda Wilkerson, the principal scientist on Pantene’s Gold Series research team. “So, we studied the practices of women with Afro hair and conducted fundamental research.”

By asking questions like, ‘What is missing from the current Afro hair products available?’ and ‘What do you think your hair needs?’, Dr. Wilkerson and her team were able to pinpoint the gaps in the market, while drawing on their own experiences, too. “As a woman who has struggled with her own coily hair, I am also the consumer,” says Dr. Wilkerson. “As a team, we used our own knowledge and experiences to develop products that addressed the different challenges people of diverse ethnicities face when it comes to haircare”.

All the products in the range are powered by protective conditioning and repair agents, which work together to improve the moisture, shine and elasticity of textured hair. For example, the Gold Series Deep Hydration Hair Mask works to deeply condition textured hair and lock in moisture for healthy curls. Elsewhere in the range, the argan oil-infused Leave-On Detangling Milk Treatment gently smooths hair cuticles for easy detangling pre-styling.

And Pantene’s work to celebrate and champion Afro hair doesn’t stop there: the brand is looking at how it can tackle the wider issue of hair discrimination. In 2020, Pantene's research found that out of 510 Black men and women in the UK, 93% had felt discriminated against as a result of their hair, with schools being highlighted as the most common place this occurred. Partnering with not-for-profit organisations such as the Ideas Foundation, Pantene is using its Power of Hair Fund to establish initiatives that raise awareness of Afro hair discrimination and offer education on the subject. Through the #PowerOfHair schools programme, students can participate in a series of workshops designed to educate them on hair discrimination and boost their hair confidence. After all, our hair is so much more than just hair.

Head to a Boots store or visit Boots.com to get more information on Pantene’s Gold Series collection and buy the range

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