African Pride

What African Pride does

African Pride is a 30-year-old (founded 1994) packaged hair care brand targeting consumers with textured, coiled, and curly hair, including those who wear protective styles such as braids, weaves, and wigs. The brand is marketed as a DBA under Strength of Nature, alongside other portfolio brands including Just For Me, Motions Xpress, Groom and Clean, and Godrej Aer. Its product platform is organized into four sub-collections — Feel It Formula (peppermint/rosemary sensory strengthening), Moisture Miracle (intense moisture and curl definition), Olive Miracle (olive oil anti-breakage deep conditioning), and Black Castor Miracle (black castor oil for protective-styled hair) — with an SKU range spanning shampoos, conditioners, oils, masks, balms, pre-wash treatments, leave-in creams, curling creams, edge stylers, cleansing rinses, and multi-pack bundles. The underlying 'technology' is formulation: natural-ingredient blends such as olive oil, jojoba, black castor oil, jasmine, peppermint, and rosemary positioned for nourishment and breakage reduction.

The business operates a direct-to-consumer e-commerce model via strengthofnature.com (with free shipping on orders above $30), supplemented by physical retail distribution as part of the Strength of Nature brand portfolio. Pricing ranges from $9.99 for individual items to $34.99 for bundles, with promotional discounts of 16–20% on select SKUs. Customer acquisition is driven through Instagram and TikTok organic social, a blog, and email newsletter, with the AP Tribe Ambassador Program supporting community-driven word of mouth.

Revenue is generated through unit-priced CPG product sales (one-time purchase, no subscription model disclosed). The brand offers a 14-day return policy, signaling product confidence. Public financial data is not disclosed; ownership and management team information were not provided in the source material.

Name

African Pride

Legal name

Strength of Nature

Website

https://africanpridehair.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

African Pride is a 30-year-old hair care brand under Strength of Nature, selling natural-ingredient products for textured, coiled, and curly hair across four collections (Feel It Formula, Moisture Miracle, Olive Miracle, Black Castor Miracle) via D2C e-commerce and retail, targeting natural-hair consumers and protective-style users.

Ownership category

akta.pro rank

Product category

Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Conditioners & Hair Masks (CRABABAB)

Keywords

• Hair care products
• Natural hair care
• Textured hair care
• Protective styling care
• Curl care products

Headquarters

HQ city

Savannah

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Hair Care Product Sales: Revenue generated from direct-to-consumer sales of hair care products including shampoos, conditioners, styling aids, and treatments through e-commerce and retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

African Pride manufactures and sells natural-ingredient hair care products — including shampoos, conditioners, hair oils, curl creams, masks, balms, detanglers, and edge styling aids — organized into four collections (Feel It Formula, Moisture Miracle, Olive Miracle, Black Castor Miracle) and targeted at consumers with coils, curls, and protective styles. Products are sold primarily direct-to-consumer through the Strength of Nature e-commerce website and via retail channels, with prices ranging from $9.99 to $34.99.

Product overview

African Pride is a hair care brand under Strength of Nature offering a comprehensive portfolio of hair care products organized into four key collections: Feel It Formula (sensory-focused peppermint and rosemary strengthening line), Moisture Miracle (intense moisture and curl enhancement), Olive Miracle (anti-breakage olive oil deep conditioning), and Black Castor Miracle (black castor oil for braided and protective styles). The product line spans multiple categories including hair creams, conditioners, oils, shampoos, styling aids, detanglers, masks, and balms. The brand emphasizes natural ingredients and targets consumers with coils and curls, offering products specifically formulated for natural hair care, protective styling, and targeted treatments. African Pride has been trusted for 30 years in delivering nourishing hair care solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Feel It Formula: A product collection featuring strengthening products with Peppermint and Rosemary ingredients.
• Moisture Miracle
• Olive Miracle
• Black Castor Miracle

Products and services

• Feel It Formula Collection Sensory-focused hair care collection featuring strengthening products infused with peppermint and rosemary essential oils, designed to invigorate and nourish coils and curls.
• Moisture Miracle Collection Hair care collection delivering intense moisture and reduced breakage, featuring curl-enhancing products such as curling cream and pre-shampoo treatments for natural hair.
• Olive Miracle Collection Anti-breakage formula enriched with olive oil for deep conditioning, providing silky smooth hair and moisture-rich scalp care.
• Black Castor Miracle Collection Collection formulated with black castor oil specifically for braided, weaved, and under-wig hair care, providing moisture lock and styling protection.
• Strengthening Oil (Peppermint Rosemary) Strengthening hair oil infused with peppermint and rosemary essential oils for scalp nourishment and hair strengthening, priced at $9.99.
• Strengthening Mask Deep conditioning strengthening mask for intensive hair repair and nourishment, priced at $9.99.
• Strengthening Balm Strengthening balm product for hair styling and protection, priced at $9.99.
• Strengthening Shampoo Cleansing shampoo from the Feel It Formula collection for strengthening hair during washing.
• Strengthening Conditioner Deep conditioning strengthening formula for damaged or fragile hair.
• Strengthening Leave-In Cream Leave-in conditioning cream for ongoing moisture and protection between washes.
• Strengthening Pre-Wash Detangler Pre-shampoo detangling treatment that helps reduce breakage and makes combing easier before washing.
• African Pride Kit (5-piece bundle) Five-piece product kit featuring Feel It Formula strengthening products, priced at $27.99 (20% off from $34.99).
• Pre Shampoo Pre-shampoo treatment from Moisture Miracle collection, priced at $11.99 (16% off), designed to prepare hair for cleansing.
• Curling Cream Curling cream from the Moisture Miracle collection for defining and moisturizing natural curls.
• 5 Essential Oils Blend of five essential oils for hair and scalp nourishment.
• Leave-In Conditioner (15oz Jar) Leave-in conditioner from the Olive Miracle collection, available in a 15oz jar size.
• Growth Oil Hair growth treatment oil from the Olive Miracle collection.
• Braid, Loc & Twist Gel Styling gel from the Black Castor Miracle collection for braids, locs, and twists, with 16% discount available.
• Braid, Loc & Twist Gel (3 Packs) Combo pack of three Braid, Loc & Twist Gel units, starting from $18.99.
• Hold & Cover Edges Edge styling product from the Black Castor Miracle collection for holding and covering hair edges.
• Hair & Scalp Sealing Oil Sealing oil for hair and scalp from the Black Castor Miracle collection.
• Cleansing Rinse Cleansing rinse from the Black Castor Miracle collection for braided and protective styles.

Quantifiable outcome

• 14-day return policy demonstrates confidence in product quality

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pattern Beauty: Pattern Beauty is a direct competitor focused exclusively on curly, coily, and tight-textured hair care with styler, treatment, and wash-day SKUs. Targets the same consumer segment as African Pride and competes for share-of-wallet in textured hair households.
• As I Am: As I Am is a direct peer specializing in curl-defining and moisture-focused hair care for natural textures. Comparable product mix (cleansers, conditioners, leave-ins, stylers) and overlapping target customer with African Pride's coils-and-curls positioning.
• Cantu Beauty: Cantu Beauty is a direct peer offering shea-butter-based hair care for natural, curly, and protective styles. Their range of creams, gels, and oils sold through mass and DTC channels competes head-to-head with African Pride's Moisture Miracle and Black Castor Miracle collections.
• SheaMoisture: SheaMoisture is a heritage natural-ingredients brand serving textured and multicultural hair care with broad retail and DTC distribution. Overlaps with African Pride on product categories, customer demographics, and ingredient-driven positioning.
• Camille Rose Naturals: Camille Rose Naturals is a direct peer in natural-ingredient hair care for curls, waves, and protective styles. Their oil- and butter-led formulations compete with African Pride's Olive Miracle and Black Castor Miracle collections across DTC and Sephora-style channels.
• Carol's Daughter: Carol's Daughter is a long-running natural hair and body care brand founded for textured-hair consumers with multi-category presence in beauty specialty and mass retail. Comparable to African Pride in heritage, target demographic, and product breadth.
• Mielle Organics: Mielle Organics is a direct competitor in natural-ingredient hair care targeting textured, coily, and curly hair consumers with a broad portfolio of oils, creams, and styling products sold DTC and through mass/beauty retail. Directly overlaps with African Pride on customer segment, channel strategy, and ingredient-led positioning.
• Design Essentials: Design Essentials is a direct peer offering professional- and consumer-grade natural hair care with strong emphasis on protective styling, scalp care, and moisture. Their regimen-style collections (e.g., Moisture, Strength) parallel African Pride's Miracle line structure.
• TGIN (Thank God It's Natural): TGIN is a direct peer producing natural-ingredient hair care for kinky, curly, and coily textures, with popular oils, masks, and leave-ins. Marketing-led presence on Instagram and TikTok mirrors African Pride's community-driven social strategy.

Broad incumbents

• Organix (OGX): OGX is a mass-market hair care brand with a broad shampoo/conditioner/styler portfolio sold across grocery, drug, and mass channels. While not specifically textured-hair focused, it competes for adjacent shelf space and household share-of-wallet against African Pride in retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/myafricanpride
• TikToktiktok.com/@myafricanpride
• Xx.com/myafricanpride
• Facebookfacebook.com/MyAfricanPrideHair
• LinkedInlinkedin.com/company/african-pride-hair

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about African Pride