The release of Dena Cali Luxe embodies a strong comeback from the brand’s minor hiatus. After establishing leadership in the industry with weaves sold in over 9,000 retail outlets in the U.S. alone, model turned entrepreneur Dena Cali ended the relationship with her longtime partner, a Korean-owned company, causing the abrupt disappearance of her products from the shelves.
 “My consumers were left wondering what happened and why their favorite products had disappeared so suddenly,” said Cali.
To Cali, her sudden loss of support represented a bigger issue that centered around the statistics concerning business owners and consumers. According to an article in the Los Angeles Times, 30 to 34% of all hair care products purchased in the U.S. are purchased by African-American women. Cali notes, however, that while black women are the majority of hair care product consumers, the industry is largely controlled by Korean enterprises. She was most frustrated with the fact that of the billions of dollars blacks spend on hair care, a large majority of it was not coming back to benefit the very people that make that profit possible.
“I was frustrated with the industry and with the lack of black-owned hair care companies,” she stated. “Our annual 9 billion dollars of buying power is not benefiting us in any way due to Korean companies’ stronghold of the industry.”
Using this as motivation to fuel years of hard work and dedication, Cali has made a strong comeback, revitalizing Dena Cali Beauty with the release of Dena Cali Luxe, a line of hair extensions whose high quality distinguishes itself from the competition.  

“Unfortunately, many companies selling hair extensions are flooding the market with products cut with high-grade synthetics and animal fibers so that most of the products found in the marketplace aren’t even 100% human hair, even though they claim to be,” Cali stated. “I knew I had to find a way to offer the products my consumers deserved.”

Dena Cali Luxe, just like the line’s hair care counterpart Dena Cali Holistic Beauty, are showcases of quality from conceptualization to the shopping cart. All Dena Cali Luxe products are 100% human, remy cuticle hair extensions that are free from synthetics, chemicals and low quality filler strands. The hair care products follow suit and are free of anything that may harm the body like parabens, SLS, mineral oil, petroleum and artificial colors and fragrances. These eco-friendly products are labeled with renewable corn paper and are sold in recyclable packaging. Dena Cali products also seek out fair trade agreements and ethical ingredients for all products.
For Cali, the obstacles she has faced have given way to a new method that rewards those with the true power in the industry—the stylists.  She hopes that a new program giving stylists the opportunity to become Dena Cali Authorized Stylists will inspire an entrepreneurial spirit in them by providing monetary incentives free of cost through client referrals.
“With the existing cultural and economic hurdles in place, it motivated me to take a different approach,” affirmed Cali. “When I thought about who really held the power, I realized that it is our stylists who influence their client’s buying power. No other hair extension company offers stylists the opportunity to profit off of their client sales.”

Cali hopes that the new direction will positively influence the industry by encouraging stylists and consumers to determine the products they purchase.

For more information, visit www.denacali.com