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Charlotte Knight's I Am Proud expands into haircare

Sophie Smith
09 February 2023

British beauty company I Am Proud has entered the haircare category with the launch of its new line, Hair Proud. 

Founded by Charlotte Knight, who also owns Ciate London and Lottie London, Hair Proud marks the second beauty line for I Am Proud, which first launched with Skin Proud in 2020.

Hair Proud launches with four ranges: Revive & Repair, Hydrate & Nourish, Smooth & Shine, and Everyday Care. These feature products such as a heat-activated smoothing shine spray, pre-cleanser hair mask, leave-in scalp and hair moisturiser and 5-in-1 protection milk, as well as various shampoos and conditioners.

The products are suitable for all hair types and powered by clinically proven, skincare-inspired actives with natural ingredients to deliver "truly transformative results". They also feature patented "mood-boosting" fragrance technology to encourage users to "prioritise mental wellbeing and feel invigorated, powerful, relaxed and uplifted".

Nora Zukauskaite, Global Marketing Director at I Am Proud, said: "We are thrilled to have developed an inclusive range of honest, efficacious hair products that are developed for every hair type.

"We are expanding our knowledge and taking everything we’ve learned from Skin Proud into the hair category, celebrating all hair lengths, types, shades and colours. We know that consumers are looking for a skincare style multi-step regime for their haircare and this is exactly what we have developed with the Hair Proud range."

Listen to's podcast with I Am Proud's Founder, Charlotte Knight.

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