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.
For more information, visit www.denacali.com