Dow partners with THE MOST to provide solutions for the multicultural textured hair care market
By collaborating with the independent brand and leveraging consumer insights of its diverse employee resource groups, Dow will expand its expertise and contributions to the underserved textured hair care market
MIDLAND, Mich. – June, 28, 2021 –Today, Dow (NYSE: DOW) announced it will collaborate with THE MOST, a start-up company specializing in textured hair care solutions, to better understand and address the needs of the underserved multicultural textured hair care market. Through this collaboration, each company will bring a unique contribution to the table. THE MOST offers an unparalleled understanding of what constitutes a valuable and authentic hair experience for this consumer group. Dow provides access to the material science expertise required to transform ideas into business opportunities in the very competitive personal care market. In addition, with one of the broadest portfolios in the industry Dow is in a unique position to help develop ingredients to fill the void in this underserved market.
Dow approached this collaboration with The MOST by working closely with representatives of Dow’s Employee Resource Groups (ERGS), such as Global African Affinity Network (GAAN), which representatives continue to play crucial roles as key strategic contributors solidifying the collaboration.
“Our collaboration with THE MOST is a win-win collaboration that will address one of the world’s oldest beauty needs for people with deep curly to highly coily hair,” said Isabel Almiro do Vale, Global Marketing and Strategy Director for Dow Personal Care. “Strongly aligned with our values and commitment to collaborate to address the most challenging issues in society, we will not only partner to support THE MOST’s endeavors but also expand our fundamental understanding of textured hair care to serve the needs of the underserved market and enable people of color to treat and style their hair with the proper attention and care.”
THE MOST develops products that many major industry players lack the cultural insight to produce and serves as a marketplace for natural hair enthusiasts looking for the best in textured hair care solutions. With its all-in-one styling tools, the independent brand empowers women of color to embrace their natural hair by cutting styling time, increasing convenience, and minimizing the invisible pain points in ethnic haircare. By leveraging Dow’s material science expertise, THE MOST will have the opportunity to improve upon its renewable-based styling system, The Mint.
“THE MOST has a big vision for textured hair care and we need big partnerships to carry it through,” said Dawn Myers, Founder and Chief Executive Officer of THE MOST. “We are thrilled to have Dow as a partner and look forward to this substantive collaboration and the exchange of cultural capital to better serve this industry.”
Dow’s collaboration with THE MOST highlights the critical need for inclusion and diversity in order to discover new opportunities to bring tailored solutions to the multicultural hair segment.
Dow Personal Care
Dow Personal Care offers unique, innovative ingredients that empower customers around the world to create products with exceptional performance and exciting benefits that consumers can trust and believe in. Consumers that seek the confidence of a healthy appearance can see and feel the difference in our products through their lustrous hair or radiant and protected skin. We leverage our understanding of customer needs, deep market knowledge and technical expertise—combined with one of the broadest portfolios of technologies—to deliver personal care solutions with outstanding performance that are safe for people and the planet. We foster these innovations on global and local levels to meet the needs of diverse consumers through business centers, research and development (R&D), manufacturing plants and customer applications centers around the world. Please visit www.dow.com/virtual/beautyexperience for more information.
Dow (NYSE: DOW) combines global breadth, asset integration and scale, focused innovation and leading business positions to achieve profitable growth. The Company’s ambition is to become the most innovative, customer centric, inclusive and sustainable materials science company, with a purpose to deliver a sustainable future for the world through our materials science expertise and collaboration with our partners. Dow’s portfolio of plastics, industrial intermediates, coatings and silicones businesses delivers a broad range of differentiated science-based products and solutions for its customers in high-growth market segments, such as packaging, infrastructure, mobility and consumer care. Dow operates 106 manufacturing sites in 31 countries and employs approximately 35,700 people. Dow delivered sales of approximately $39 billion in 2020. References to Dow or the Company mean Dow Inc. and its subsidiaries. For more information, please visit www.dow.com or follow @DowNewsroom on Twitter.
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