For decades, Cantu Beauty has been a staple in every curly girl’s hair care cabinet.

And for good reason, the brand boasts a plethora of collections and products which welcome and embrace all curl types, coils and textures; while still remaining up to date and in-the-know about what their consumers would like to see shift and transform.

And now the award-winning brand is taking a leap. 

On April, 25th 2022, it was announced that Cantu would be revealing its new “brand identity designed in partnership with its community of curlfriends” to further differentiate the brand among the many textured hair care products seen on both the shelf and TV screen.

 

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It was revealed that the award-winning brand actually took the time to reach out to their consumers and “ask them directly what they wanted to see reflected in its new imagery, typography, structure, and color palette.” A move inspired by consumers who previously expressed dissatisfaction with the brand’s reformulation of their best-selling Shea Butter Leave-In Conditioner. 

“When the team at Cantu heard that there were a few consumers that wanted to make some changes to the award-winning Shea Butter Leave-In Conditioner, they listened,” shared Beauty Industry Expert, Erica Douglas. 

“We immediately started strategizing through the reformulation to remove alcohols and silicones to ensure that people who have sensitivities or objections to these ingredients can also enjoy the benefits of Cantu’s most popular leave-in conditioner.” Douglas also shared that the company “ramped up” the product’s moisturizing and conditioning properties, ultimately improving its absorption for type 4 curls.

 

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As for the brand as whole, Cantu has stuck with its distinguishing signature color orange, but modernized the look of its packaging with an “energetic graphic representation of curls, coils, and waves,” as well as color guides that will differentiate the uses of each product. Styling products will feature a maroon accent, while conditioning products will feature a green accent. And the brand will also display “detailed information on the best uses of each product.”

 

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“Our goal is to always evolve our brand just as our consumers evolve but in a way that remains true to our core identity that our loyal fanbase knows and loves,” shared Demetria Kinsley, Vice President of Global Marketing at Cantu.

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