Multicultural

Jackson will serve as the face of the brand while promoting the brand's reformulated products.

Inspired by hair rituals from global cultures, the brand’s Foundation collection includes eight products.

The new Soft Curl Defining Mousse features a cloud-like foam consistency that helps enhance the natural curl pattern add weightless volume.

DSN spoke with founder and CEO Maya Smith about the brand’s origins, how it differs from other hair care solutions on the market and what the future of the company looks like.

Beauty brands with products targeting women of color and multicultural hair types are responding to the demand for cleaner products and consumers’ changes in styling and maintenance needs.

To celebrate the launch of its Custom Styling Gel, the brand also is debuting the Curl Outside the Lines campaign, which stars actor Lauren Ridloff.

Firstline won the Drug Store News Buyers’ Choice Award for its Evolve Triple Edge Styler and Faith In Nature was a finalist for its Lavender & Geranium Shampoo Bar.

New additions to the Wash Day Delight line include Cream-Serum Moisturizer and Gel-To-Foam Styler in aloe and glycerin and rose water and glycerin.