THE WHAT? Unilever-owned Sunsilk is eyeing development in the Ethiopian haircare market with the launch of a new bespoke range.  

THE DETAILS Unilever worked on formulation based on the ‘needs of curly hair from the Brazilian market’, then fine-tuned the product with fragrances and oils best suited to local needs. 

The new range took a year to produce, trial, ship and commission with a specific hair plant factory built to make it.

THE WHY? The Ethiopian haircare market is reportedly worth more than US$100 million, with ‘bullish’ predictions for the future. 

Barbara Ryl, Beauty & Wellbeing Marketing Lead for Ethiopia, said: “Ethiopian hair is different from the rest of the world’s. For Ethiopians good hair equals beauty. They put a lot of importance on looking after it. There are hair salons on almost every street corner.”