Textured haircare brand, African Pride, launched its latest brand campaign, The Coils Been Coiling. 

Debuting this month, the campaign celebrates the rich legacy of Black hair traditions while inspiring a new generation to embrace, care for, and honor their natural coils.

Jazzmene Ford, Marketing Manager at African Pride, said, 

“African Pride has always been about caring for our community’s hair needs with quality products at accessible prices. The Coils Been Coiling honors the beauty rituals passed down through mothers, aunties, and big sisters, while speaking boldly to today’s textured-hair community.”

The Coils Been Coiling pays homage to the OGs of haircare—the aunties, hairstylists, matriarchs, and cultural tastemakers who laid the foundation of Black beauty culture. 

Through intimate storytelling, digital-first content, and community-driven engagement, the campaign reinforces African Pride’s role as a trusted legacy brand while authentically connecting with Gen Z and emerging audiences.

As part of the campaign, African Pride partnered with actress Brandee Evans, star of STARZ’s P-Valley and Hulu’s Reasonable Doubt. 

Evans appears in three original content pieces: #OGSays PSA, a playful nod to auntie wisdom; Paved the Way, a heartfelt tribute to the women who shared their styling secrets; and Power of the Coil, a personal look into Evans’ textured-hair routine featuring the award-winning Moisture Miracle collection.

Kicking off the holiday season, African Pride extends the campaign with its festive “12 Days of Slay” celebration. 

The limited-time moment features special offers, elf-style product storytelling, daily surprises spotlighting must-have favorites for moisturized, defined hair through the New Year, and a special ticket giveaway to Atlanta’s 96.1’s Jingle Ball.

Further expanding the storytelling, African Pride will debut a docu-style feature spotlighting Sadie Cook, a 91-year-old licensed cosmetologist and owner of Sadie’s Beauty Salon in New Orleans. 

With over eight decades of experience, Cook represents hairstyling as an enduring act of care, craftsmanship, and cultural legacy. 

Adding a modern digital lens, celebrity hairstylist and creator Kee Taylor partners with African Pride to amplify the campaign across social media, bridging legacy traditions with today’s beauty conversations.

As part of its continued evolution, African Pride recently launched a new e-commerce website where consumers can explore the brand’s full lineup, learn about each product, and purchase directly online.

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