Cantù Beauty reimagines product packaging and ingredients

New Look! Cantu's Wave Whip Curling Mousse

Cantu unveils its new brand identity designed in partnership with its community of curlfriends.

Cantu reached out to a vast collective of consumers and asked them directly what they wanted to see reflected in its new imagery, typography, structure and color palette. This collaborative exercise comes on the heels shortly after the reformulation of the brand’s best-selling Shea Butter Leave-In Conditioner, prompted by the request for more moisture voiced by the natural hair community. The transformation was conducted in partnership with Cosmetic Chemist & Beauty Industry Expert, Erica Douglas, also known as Sister Scientist.

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