From ethnic beauty to plural beauty
It is far from the time when appropriating products from the ethno-cosmetic market turned out to be a real obstacle course. Previously available only in certain areas, the choice was limited. Consumers looking for quality were often forced to place their orders abroad, mainly in the United States. This with the disadvantages of extended deadlines and expensive tariffs. Today, specialized brands, large retailers and even cosmetics giants have diversified their beauty axes. Faced with the demands of well-informed consumers, the choice has expanded thanks to the Internet tool. Following the buzz on the forums and tutorials of bloggers, 2010 will mark the implosion in France of a wave of new French brands dedicated to diverse beauty. Finally, women of all types refer to this target market and thus constitute a new clientele.
Innovative and efficient products
Shandrani is part of this evolutionary approach oriented towards hybridization. Through her universal sounds, she resolutely turns to Plural beauty. Afro, asian or caucasian… Like a patchwork team that leaves nothing to chance. Indeed, this SME composed of passionate people has its own research and production laboratory. From formula preparation to packaging, the French company is the creator and manufacturer of its cosmetics line. In the interest of ever more efficient products, it offers work on unique formats. She also strives to bring an impeccable ethics in her compositions with key ingredients such as baobab and aloe vera. Shandrani first became known with the Easy Pouss range specialized in the anti-fall hair program. Then Aloe locks, a range for protective hairstyles (braids, locks, braids, buns).