#USA #Atlanta #African Pride #The Coils #Brandee Evans

African Pride's New Campaign: The Coils Been Coiling

African Pride, a renowned brand in textured haircare, has recently introduced its latest campaign, The Coils Been Coiling, which aims to celebrate and honor Black hair traditions. Launched in December 2025, the campaign seeks to inspire a new generation by encouraging them to embrace their natural hair textures and routines.

Celebrating Heritage and Legacy

Rooted in the rich history of African Pride's operations, The Coils Been Coiling shines a light on the significant contributions of those who paved the way for textured haircare — the aunties, hairstylists, matriarchs, and cultural influencers who have shaped Black beauty culture over the years. This initiative is not merely a marketing endeavor but a heartfelt tribute that captures the essence of the rituals and traditions passed down through generations.

Jazzmene Ford, Marketing Manager at African Pride, commented on the importance of this campaign, stating, “African Pride has always been about caring for our community's hair needs with quality products at accessible prices. This campaign honors the beauty rituals passed down through mothers, aunties, and big sisters, while communicating boldly with today's textured-hair community.”

Engaging with Storytelling and Digital Content

To connect with modern audiences, especially Gen Z, African Pride is utilizing intimate storytelling and community engagement throughout the campaign. The collaboration with actress Brandee Evans, known for her roles in STARZ's P-Valley and Hulu's Reasonable Doubt, plays a pivotal role in driving the campaign's message home. Evans is featured in three original pieces of content that highlight the wisdom and beauty conveyed by older generations:

• - #OGSays PSA: A fun nod to the wise advice from the elders.
• - Paved the Way: A touching tribute to the women who passed on their hairstyling secrets.
• - Power of the Coil: A personal insight into Evans' own haircare routine featuring products from the award-winning Moisture Miracle collection.

Evans expressed her enthusiasm for this partnership, stating, “I’ve always believed in celebrating our hair and the women who made it possible for us to stand taller in our truth. Partnering with African Pride allows me to honor that legacy while inspiring a new generation to cherish their coils.”

Holiday Season and Beyond

As part of the campaign's rollout, African Pride is also launching a festive component called “12 Days of Slay.” This celebratory period includes exclusive offers, product storytelling with an elf-style twist, daily surprises for maintaining moisturized and defined hair, and a special ticket giveaway for Atlanta's 96.1’s Jingle Ball.

Additionally, a docu-style feature will be presented, spotlighting Mrs. Sadie Cook, a 91-year-old licensed cosmetologist and owner of Sadie’s Beauty Salon in New Orleans. With over eight decades of hairstyling experience, Mrs. Cook symbolizes a legacy founded on care, craftsmanship, and cultural identity.

To adapt to today’s digital landscape, celebrity hairstylist Kee Taylor (@SoShearGenius) is also collaborating with African Pride to amplify the campaign's message across various social media platforms, merging traditional beauty conversations with modern aesthetics.

Commitment to E-commerce and Community

In its ongoing evolution, African Pride has unveiled a new e-commerce website, where consumers can explore a diverse range of products tailored to their unique haircare needs. This new platform improves access to quality haircare solutions while enhancing consumer interaction.

As African Pride continues to serve the haircare needs of textured hair through reputable lines like Black Castor Miracle and Moisture Miracle, it remains dedicated to creating an accessible beauty experience steeped in heritage. The Coils Been Coiling campaign stands as a powerful reminder of the beauty that lies in our natural textures, inspiring individuals to embrace their heritage and redefine beauty standards in today’s world.