OLYMPIA, Wash. — Alaffia, the award-winning leader in clean and fair trade beauty, has introduced their newest addition to its Beautiful Curls collection: Chebe Powder Deep Conditioning Mask. Formulated for color and heat-damaged curls and protective styles, the nourishing mask combines powerful, natural ingredients to nourish, strengthen and protect all curls.

The plant-based and silicone-free product highlights Chebe Powder, a unique North African ingredient that has been used for centuries to help promote hair health and reduce shedding and breakage. The strengthening Chebe Powder is blended with handcrafted unrefined shea butter from the Alaffia Village women-led cooperatives in Togo, West Africa, and nutrient-rich Moringa Oil to revitalize heat-styled hair and replenish dry, thirsty curls.

“Alaffia is proud to expand upon our Beautiful Curls collection with a new strengthening category that features Chebe Powder, making it accessible to all,” said Lanaia Edwards, VP of Global Marketing. “We remain committed to introducing clean and eicacious formulas that are rich in history and tradition, while producing impactful results.”

Historically used by women in north-central Africa, Chebe powder is an ancient herbal formulation that consists of natural ingredients including local tree resin, cherry seeds, lavender and cloves to help maintain hair’s resiliency. It is known to provide intense moisture and improve elasticity, which allows for easier manageability and detangling, resulting in less breakage, especially for those with coarse, curly hair types.

“Many women and men with curly hair types typically do the most manipulation and damage to their hair when they color and chemical-treat strands or utilize protective styling,” says celebrity hairstylist and Alaffia Brand Ambassador, Allyn Antoine. “To aid in reviving damaged or parched hair, I recommend conditioning products to my clients that strengthen and protect, such as the Chebe Powder mask that is high-performing and made without sulfates, parabens, phthalates, mineral oil, and artificial color.”

Alaffia values beauty, equality and empowerment, and through the brand’s empowerment projects, they have made a positive social impact to their community through education, health, maternal care, and environmental efforts. To further their mission and commitment, and to support and uplift women, Alaffia has partnered with Sista Midwife Productions, a birth advocacy organization that provides education, training, and consultations for communities and birth workers that work with childbearing families. A portion of proceeds from Alaffia Beautiful Curls as well as Babies and Kids sales will be donated to Sista Midwife Productions.

Alaffia Chebe Powder Deep Conditioning Mask is now available at Target.com for $12.19. Alaffia Beautiful Curls collection is available at Whole Foods, Walmart, Wegmans, independent health food stores, natural grocers, BeautifulCurls.com and Alaffia.com.