Black women can spend up to 4x more on haircare than women in other racial groups, with the average cost coming out to about 18% of their yearly income on products and maintenance alone.

African Pride recognizes this, and has stepped in to alleviate that heavy strain on cash-strapped college students.

The legacy haircare brand recently announced the return of its partnership 7-year-old partnerhship with Impressions of Beauty, a multicultural college marketing company, to supply free products to school students.

As a component of the partnership, African Pride also announced it’ll be providing products from the ‘Moisture Miracle’ collection to students at Historically Black Colleges and Universities (HBCU) and Predominantly White Institutions (PWI) across the country.

“We’re proud to be part of those prestigious universities every yr,” said Jazzmene Ford, Marketing Manager at African Pride in an announcement. “It will be important for us to have interaction and connect with this specific demographic at this entry point of her hair journey. We aspire to determine ourselves as a dependable brand that she will be able to consistently depend on.”

Ashlee Gomez, Founder & CEO of Impressions of Beauty adds: “At IOB, a big facet of our mission is to introduce students to exceptional brands which have a vested interest of their unique needs as multicultural consumers. We pride ourselves on cultivating meaningful connections between influential brands and HBCU students, and we’re so thrilled to have African Pride on this journey with us! The consideration of having the ability to help positively shape the patron journey of our student audience holds immeasurable value, not only for us, but in addition for our esteemed brand partners!”

The brands shall be present at several HBCU homecoming celebrations, including Texas Southern University (September 29, 2023), Morgan State University (October 6, 2023 ), Tuskegee University (October 13, 2023), Clark Atlanta University (October 20, 2023), and Florida Agricultural & Mechanical University (October 27, 2023).