Celebrate Your Crown With World Afro Day Sponsored By Pantene

Marking the 5th anniversary of World Afro Day, September 15th 2021 sees this year’s sponsorship with Gold Series from Pantene, working to increase the positive representation of Afro hair through awareness and education. Celebrating the beauty and diversity of Afro hair on a day dedicated to global change and beyond.

With backing by Gold Series from Pantene, this year’s World Afro Day campaign is the biggest and most ambitious yet, with 106,000 young people from 237 schools taking part across the world. Showcasing the importance that the ‘Afro love’ message starts from an early age with events like the Little and Big Hair Assembly, designed for schools to get involved to create Afro hair equality for every child in every school.

Recent research from Pantene found that two thirds of Black women with Afro hair said their hair helps them to express who they really are, with 7 in 10 with Afro hair said their hair makes them feel good about themselves. Highlighting the true power of hair, the duo are collaborating together on the #FabFroFive campaign, spread across 5 days to change the negative messages against Afro hair by encouraging people to post 5 positive words describing their relationship with their hair on social media.

It’s really exciting to be working with Gold Series from Pantene to celebrate Afro hair in all its diversity. When we started World Afro Day five years ago, it was about achieving love, acceptance and inclusion for Afro hair. We believe our joint mission with Pantene can empower everyone from little ballerinas with Afro puffs to the businesswoman in box braids to know that their Afro hair is beautiful and equal everywhere. - Michelle De Leon - World Afro Day Founder

After 15 years in the making, the Gold Series from Pantene collection has been developed by a team of Black scientists and dermatologists to create an 8 piece range of strong haircare. Providing deep moisturisation and repair, for all Afro hair types, highlights of the collection include the intense hydrating argan oil, leave-in hair conditioner and detangling milk.

Products like Gold Series from Pantene tailored to protect Afro hair are integral, but we also need to ensure we understand the importance of positive representation of Afro hair at a young age. - Dr Rolanda Wilkerson PhD

The Gold Series from Pantene collection is available nationwide at selected Superdrug, Boots, Tesco, Morrisons and Sainsbury’s stores and online at Amazon, Ocado and LookFantastic.