Symrise along with Johnson & Johnson Innovation–JJDC, Inc. (JJDC) and Ignite Venture Studio has invested in Infinite Looks Inc., a United States-based startup that is looking to drive the growth of its athleisure hair care brand, Sunday II Sunday—a brand for textured hair care. The series A funding totals $4.2 million.

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Symrise is taking this step to expand its expertise in the textured hair care segment and to develop formulations that are adapted to the needs of active women with textured hair.

The current direct-to-customer business model of Infinite Looks presents an opportunity to translate consumer desires into new products.

According to Symrise, 40% of African American women in the United States avoid physical activity because of the challenges that it creates for their hair. Moreover, of the 75 million women in the U.S. who work out regularly, 67% have textured hair.

Sunday II Sunday provides a solution for women who are looking to lead an active lifestyle who have previously felt held back by their hair.

The Sunday II Sunday products target this segment. The brand is headed by Keenan Beasley, reportedly one of the youngest executives to have led consumer brands at P&G and L’Oréal in the United States.

Beasley is also the founder of Venture Noire, a nonprofit organization that supports Black entrepreneurs with the startup and growth of their companies.

“With our investment in Infinite Looks, we have the opportunity to contribute and expand our expertise with ingredients and formulations for hair and scalp care in a fast-growing segment,” said Gabriele Vielhaber, senior vice president of global accounts cosmetic ingredients at Symrise. “We are delighted to be able to participate in this market with our co-investors JJDC Ignite Growth Brands and the startup Infinite Looks.”

“With Sunday II Sunday, we have created the first hair care brand specifically targeted to support active women with textured hair,” commented Keenan Beasley, founder of Infinite Looks. “We intend to strategically expand our product line in this market with high growth potential. With JJDC, Ignite Venture Studio and Symrise, we have found the right partners to reach our ambitious goals."

 “We always look out for forward-thinking business ideas with above-average growth potential,” explained Josh Ghaim, managing director of Ignite Growth Brands. “We were intrigued by Sunday II Sunday’s innovative products. The brand is actively improving the lives of women with textured hair by allowing them to lead their fullest lives.”

Previously: Symrise Relives Skin Stress with 3 CBD-based Solutions