I couldn’t be more excited for her AND the natural hair community! Ledisi, a Grammy-nominated R&B songstress, known for her gorgeous locs, has just been named the first Brand Ambassador for the Design Essentials Natural line “Coconut & Monoi”. There are so many reasons why choosing Ledisi as the face of the Design Essentials Natural line speaks volumes for the progress of natural hair in the mainstream beauty industry. Think about it, when was the last time you saw a professional hair care line, or even an all natural hair care line, advertise their products using someone that has locs?!
Chances are you can’t think of an example, and it’s because people with locs are often treated like the forgotten stepchild of the natural hair industry. Whenever you see advertisements for natural hair products the woman looking back at you has either a big afro, loose curly tresses, a bouncy silk press, or a perfectly tousled wash-n-go; but never locs. This has always baffled me because locs are the quintessential natural hair style; textured hair in its raw uninhibited state. So, “Finally! Now that’s how you rep natural hair!”, was my reaction to hearing the news of Ledisi as the Brand Ambassador for Design Essentials “Coconut & Monoi” line.
“Today’s woman who wears textured hair is all about two things: versatility and hair health. Ledisi so beautifully embodies both of those qualities, in addition to being astoundingly talented yet relatable. We were already huge fans, but when we found out how much she loved Design Essentials products, we knew she would be the perfect ambassador to share her joy”, says Taydra Mitchell-Jackson, Vice President of Marketing for Design Essentials.
Ledisi’s gorgeous multi-colored locs will now be visible in ad campaigns, inside of hair salons and on the Design Essentials mobile salon van, and at hair care trade shows, a feat not easily attained by someone with locs. Her role as Brand Ambassador can be instrumental in lifting cultural stigmas surrounding locs being unkept or not elegant, and the notion that african-american women can’t grow long hair. So I love and reiterate my excitement for Ledisi as Brand Ambassador for Design Essentials; and I appreciate her bringing locs to the forefront with bold colors and eclectic styles by Stylist Michelle London. Now that Ledisi is with Design Essential Naturals she can showcase the versatility of textured hair to a wider audience and spark the interest of admirers and critics into the beauty & culture of locs.
How do you feel about Ledisi as the new face of Design Essentials Natural hair care line?