The year is 1975, innovators Softsheen and Carson create the Dark and Lovely hair colour range and six years later sees the birth of Dark and Lovely no-lye relaxer, the first relaxer of its kind.

Empowering women and men of colour through beauty products has always been something which Softsheen and Cason have taken serious as all their products are dedicated to ethnic individuals.

Their broad and deep portfolio of brands that are both rich with heritage and at the height of innovation make them unique. By relying upon the depth of their scientific know-how, they continually advance their products to surpass the industry standards and make the safest and most effective beauty products for their consumers.

They believe everyone should be able to celebrate her or his beauty with confidence and flair. And for people of colour that means they should be able to express how they want to look, and, ultimately, who they uniquely want to be.

They mix their hearts, souls and science into formulas that come through for the community that gave birth to them, helping women, men and children of colour define, and then express, beauty on their own terms.

1900

Magic^® Shave, the first men’s depilatory brand, was introduced.

1972

Dark & Lovely^® Hair Colour launched. It was the first hair colour product formulated specifically for African American women.

1978

Dark & Lovely^® introduced the first no-lye relaxer, which made it possible for women to relax their hair at home for the first time.

1979

Carefree Curl^® began a major market phenomenon that propelled the health and beauty market for African Americans into a $1 billion category.

1987

SoftSheen-Carson received its second patent after developing Wave Nouveau^®, the first body perm for Black hair.

Dark & Lovely products can be found in major retail stores around South Africa.

Browse Dark & Lovely product reviews.

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