Pardon My Fro Masters the Art of Empowerment

Rooted in its mission of providing inclusive representation, the Horizon Beauty Group company brand strives to create products that inspire confidence and self-expression.

In Partnership with Pardon My Fro

Since entering the market in 2010, Pardon My Fro has been a voice of celebration and empowerment for women who want to celebrate their individuality and enthusiastically stand out from the crowd. Created to fill a blank space in the market, the brand’s founder Dana Bly says you only need to look at the brand’s loyal community to understand the clear demand for these products in the industry— a call to action that many retailers are eager to meet today. 

Already in 2024, Pardon My Fro’s hair care line has expanded its retail presence nationwide with newly secured placement in over 500 Target stores, 3,000 CVS Pharmacy doors and an increase to 1,800 Walmart stores. The brand is also entering Walgreens, Kroger, Meijer, JC Penny and select military bases.

Notably, Pardon My Fro’s hair care line stands out in the brand’s product portfolio with its six thoughtfully curated styling products, which include Moisturizing Hair Milk, Detangler Leave-in Conditioner, Curl Enhancer Cream, Volumizing Mousse, Edge Boss, Hair & Scalp Oil and three new additional products; Jumbo Sized Braid Gel, Super Hydrating Hair Mask and Nourishing Hair & Scalp Spray. The brand also offers three essential hair tools including a detangling brush, pick and wide-tooth comb.

All products within Pardon My Fro’s hair care category have been designed to embrace the brand’s vision of celebrating individual beauty and self-expression, which proves a commitment to fostering innovation and quality with packaging reflecting “fresh, funky, fierce” imagery on brightly colored packaging. The products, said Bly, embody the brand’s vibrant energy.

As the brand continues to grow, driven by its community, Fairchild Studio talks to Bly about today’s hair care market, thoughtful product expansion and the evolution of Pardon My Fro’s success.

Fairchild Studio: What were your goals when you launched Pardon My Fro in 2010?

Dana Bly: Pardon My Fro originated from a need for inclusive representation in the beauty and lifestyle marketplace, particularly within the realm of hair care. I was frustrated by the lack of products that catered to the diverse needs of curly and textured hair, so I decided to leverage my background as a self-taught graphic designer to create a brand that celebrates and empowers Black women through vibrant artwork and effective hair care solutions.

My goal was not only to fill this gap but also to provide a platform for self-expression and positivity within the natural hair community. Our hair is our crown, and we should treat it like a canvas to be as fierce, funky and fresh as we feel on the inside. I have always said, “we are about celebrating your fro 365, 24/7, it’s only right we take care of your hair now, too.”

Fairchild Studio: Can you tell us about Pardon My Fro’s mission statement?

D.B.: Our ethos at Pardon My Fro is rooted in celebrating the beauty of natural hair and empowering women to embrace their authentic selves unapologetically. Our mission is to provide inclusive representation and create products that inspire confidence and self-expression. We aim to provide practical, effective hair care solutions for curly and textured hair.

The musts for Pardon My Fro products are effective and clean formulas that leave lasting fresh aromas. These are the hair care products you feel empowered to pick up and apply to your hair.

Every growth phase comes with its challenges, such as growing brand awareness and exposure in the market. We have grown our content creators, community, and existing brand evangelists from our lifestyle line, which has greatly helped us reach a new audience excited to take their journey with us.

Fairchild Studio: How do you determine which products to produce?

D.B.: Our product decisions are guided by our commitment to celebrate natural beauty and empowering women. We listen to feedback from our community, stay attuned to emerging trends, and strive to create products that resonate with our audience and align with our brand values. We are in the beauty supply stores, and natural hair salons, listening to our consumer’s needs.

One “aha” moment has been defining inclusivity in the 4a-c hair range; there is a growing “templated” formula in the textured hair care space for what beauty and inclusivity are defined as. We are looking to break that mold. Silk-presses are a declaration of natural hair, locs, twists, gray hair, little fros, big fros, we want to create a space that is inclusive for however you define your hair while creating a destination of empowerment and self-expression.

While the hair care market is increasingly diverse, there remains a need for products that cater to textured hair and celebrate the multitude of styling options available. Everyone’s product needs are different, and there is no exact formula – even for two people with the same hair type. Discovering unique ways to use products, finding what regimens work best for you and your specific style, and creating educational material around how to get creative with styling has been a profound gap in the market. We want to see more artistic expression in the textured hair care aisle, celebrating what makes our crown beautiful.

Fairchild Studio: How would you describe the Pardon My Fro consumer?

D.B.: Our consumer is a confident individual who values self-expression and authenticity. This consumer is a “product junky” similar to me, looking for the perfect routine for their look. They shop both online and in-store, seeking out products that resonate with their values and celebrate their unique beauty. Having our products available in mass retailers has been a significant milestone, providing greater accessibility for our community and amplifying our message of inclusivity and empowerment— not only to see ourselves on the shelves but also to see someone just like them go on this journey.

Instagram Live has been an amazing avenue to connect directly with my consumers. While our digital marketing mix spans organic social media (predominantly Instagram, Facebook and TikTok), Instagram Live has been the best place to have a 1-to-1 interaction with my customers. My consumer finds true authenticity in our brand knowing I’m taking them along for the entire journey, I am the one responding to their comments. I’m their peer, their Squad.

Fairchild Studio: How does your brand foster a sense of positivity and self-expression
in its messaging?

D.B.: The name says it all! We want our consumer to feel a sense of confidence, almost to the point of arrogance, about their natural hair. Our intention is for the “dolls” drawn on the bottles to serve as a reminder and inspiration of our confidence and creativity. It is who we are on the inside, personified on the outside.

Fairchild Studio: What is your vision for the brand?

D.B.: We see a future where Pardon My Fro is not just a brand but a movement that inspires confidence and celebrates diversity worldwide. Of course, we want to see our product line be successful, continue to grow in retail and expand the number of items craved by our Squad, but we also want to create an impact for our community.

For the next little girl who needs a reminder to be confident in her Fro, or for the girl going to college, feeling like she will not fit in, or the woman working in the professional industry who feels like her fro, locs, or wig will not be accepted as professional. We want to continue to break down the status quo through our hairline and empower our Squad – one fro at a time.