Everybody and their cousin is trying to get a piece of the $2.7 billion black haircare industry, and as women with natural hair continue to make up a larger percentage of black hair consumers, it’s no surprise that both black and white-owned mainstream and multicultural hair superbrands like Soft-Sheen Carson, Creme of Nature, L’Oreal, Dove — heck, even Pink Lotion — are targeting naturals with products and advertising.
Apparently the Kardashians thought they could enter the field too, via a collaboration with CurlKit, a monthly natural haircare subscription box service. A few days before the big reveal, CurlKit’s email newsletter included this description of the September Curlkit.
By the way, this month we’ve got something to die for. You know we love bringing the hottest new brands on the market, so this time we joined forces with an EXTRA special celebrity partner to give you an exclusive product from her personal line.
Then on Saturday, CurlKit revealed the contents of the September CurlKit on their Instagram account, and their followers were NOT pleased.
I guess Curlkit didn’t realize that most naturals don’t smoke the Kardashian crack that the rest of the country seems to be on, because the post received over 80 comments — before it was deleted — many of which chastised the brand for including products by women who very obviously do not wear their hair curly;
“I was kinda excited about my September kit until I saw this posting. Not a fan and I don’t support the Kardashians. I will be giving this kit away. $25 wasted.”
“I’ll pass. Definitely debating canceling.”
“Curlkit has been FAVE subscription box. I’m not understanding this new direction at all. #disappointed.”
“This is disgusting. Can we have ANYTHING?”
“I udsually don’t comment but this is insulting @curlkit. An explanation of the logic used would definitely be in order.”
You can see more comments here:
As of yet, CurlKit has not provided a public explanation or an alternative to the September CurlKit box, but we received this exclusive comment from Heather Cummings, the Curlkit founder:
Curlkit’s mission is to introduce our subscribers to products for their natural hair without them having to pay the full price. We were introduced to the Kardashian Beauty Curl Defining Cream Gel by the brand owners, Farouk. They are also the manufacturers of Chi and BioSilk. Our selection of this product was made the same as every other product and was based on the ingredients as well as testing by our team. The product contains no Sulphates, No Parabens and No Mineral Oils.The Kardashian name had no bearing whatsoever on the final decision to include the product in our Kit. We hope our subscribers will be open to trying the product and see if it works for them.
Well — there you have it.
Do you think naturals should give the Kardashion Beauty products a try? Was Curlkit wrong for including it in their September box?
Sidenote: Can we get a Janelle Monae curated box though?? I’d pay for that.