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Wakati, which means “time” in Swahili, is a hair care brand for natural, textured hair. The four-product line debuted at Target in January 2021.
“For an audience traditionally overlooked by mainstream brands/products, we asked ourselves how we could create a product collection that would truly enhance the lives of our consumers,” Kenya Foy, U.S. Marketing, Wakati, said in a press release. “[We] decided the best way was to go to the source – consumers with highly textured hair.”
As a result, Kao USA worked with business students from Florida Agriculture and Mechanical University (known as Florida A&M or FAMU) on brand ideation, marketing and packaging. This marks the first collaboration between the brand and an HBCU, Historically Black College and University – and hopefully not the last.
Shop the brand now and gift a few to a friend!
Shop: Re-Activating Conditioning Mist, $11.99
Shop: Oil-Infused Cream, $9.99
Shop: Sulfate-Free Shampoo, $11.99
Shop: Water-Activated Advanced Conditioner, $11.99+
If you liked this post, check out 5 Black-owned skincare brands that need to be on your radar.
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