If you’re someone who regularly stays up-to-date on all the hottest hair brands coming out of Africa, you might have heard of Darling. The cult-favorite brand is owned by Black haircare giant, Godrej North America, and is considered by many to be Africa’s number one hair extension brand.
However, despite their popularity, Darling’s textured hair extensions haven’t been readily available to American consumers—well, until now. The African hair brand has finally made its way stateside. And, as if that’s not exciting enough, they’ve even partnered with Teyana Taylor to serve as their brand ambassador for their U.S. debut.
In her new role, Taylor will serve as the face of the brand and will sport their wide variety of styles—from braids to faux locs to ponytails—while embarking on her farewell tour, “The Last Rose Petal”. Working together with Darling to help “push forward their shared mission of encouraging women to step into their power”, she will also help create engaging content of the extensions in action to be playing at the beginning of every tour stop, conduct surprise and delight moments to introduce the brand to fans, execute a two-day pop-up experience in Atlanta, GA with styling and mentorship sessions, and so much more.
“As a woman with natural hair, I fell in love with textured hair extensions like locs, braids, and twists because it fits into my everyday lifestyle,” said Taylor about the exciting partnership. “As a woman on the go, it’s important to know that you’re partnering with a brand that not only gives you great style selections but keeps your hair healthy doing protective styling. Darling offers textures that blend perfectly and resemble natural hair, reassuring you that you are going to look your best and feel your best without having to alter who you are naturally. As a brand ambassador, I’m excited to rock a variety of styles and help empower women everywhere to know that they have IT.”
Echoing Taylor’s excitement for the partnership, Kendria Strong, Executive Vice President and Head of Marketing and Innovation of Godrej North America, also spoke to why the star is such a great fit for the brand.
“Teyana Taylor is a confident and powerful woman who encourages others to follow their own paths and embrace their unique styles—we could not have chosen a better ambassador to amplify the attitude and spirit of Darling,” she shared in a statement. “We are so thrilled to work with Teyana and are excited for her to showcase the brand during her Last Rose Petal tour. As an artist, mother, and innovator, she embodies the multifaceted nature of women who want it all and creates her future with ingenuity and style.”
Taylor’s fans will be happy to know that Darling will be sharing a step-by-step guide to recreating some of the singer’s tour hairstyles with the help of hairstylist ambassador and celebrity braider Xia Charles. This exciting content will be available on the brand’s social media and all products used in the tutorials will be available for purchase on Amazon as well as Darling’s website.
To see what Taylor gets up to with the brand and all of her killer looks featuring their hair extensions, be sure to follow @officialdarlingusa on Instagram.