ORS Haircare's HBCU Partnership
ORS Haircare has partnered with the HBCU Culture Shop to launch a limited-edition, HBCU-themed collection of its Olive Oil products. The collaboration, which debuted during Black History Month, is part of a broader initiative that will include a tour and student-focused programming at Historically Black Colleges and Universities.
The limited-edition packaging refresh extends to four key products in the ORS Olive Oil line: the Strengthen & Restore Replenishing Conditioner, the Deep Cleansing Creamy Aloe Shampoo, and both the Firm and Extra Firm Hold Edge Control Hair Gels. These co-branded products are available nationwide at major retailers including Target, Walmart, CVS, and Walgreens, as well as online. This collaboration is an extension of a long-term commitment from ORS Haircare to support HBCU-centered initiatives. Jolorie Williams, Chief Marketing Officer at ORS, stated that the brand intends to invest in the future of these institutions for the long haul, recognizing them as engines of culture and innovation. Each purchase from the collection helps support HBCUs, investing in their future while honoring their past. HBCU Culture Shop was founded in 2017 by Dainelle Riley, a graduate of Florida A&M University. Riley was inspired to create the brand due to the lack of accessible and fashionable apparel for her alma mater and other HBCUs. The brand, which is Black woman-owned, has previously gained national attention and secured grants from entities like PayPal and American Express. The partnership is a meaningful one for Riley, whose father was a Civil Rights activist who integrated schools in Alabama and instilled in her the importance of the HBCU experience. She noted that her time at an HBCU taught her that hair is an extension of identity and cultural expression, a connection this collaboration celebrates. ORS Haircare, originally known as Organic Root Stimulator, was founded in 1996 and is a brand of Namaste Laboratories. The Chicago-based company was acquired by Dabur in November 2010. The brand has a history of creating products for the health-conscious, multi-cultural consumer.
