Brown Orchid launches ELAN NO-LYE relaxer, AVIV hair extensions to revolutionalises beauty in Nigeria

Brown Orchid, a subsidiary of NNFEMS Group, has launched its affordable, high-quality solutions for the modern African woman’s hair care needs, the ELAN NO-LYE relaxer and AVIV hair extensions into the Nigerian market.

This is part of the company’s effort to redefine and revolutionise beauty standards in the Nigerian market.

NNFEMS, established in 1992, has been a pioneer in the Nigerian beauty and personal care industry.

Starting with the Apple hair care range, the company has consistently expanded its portfolio to encompass beauty, personal care, home care, and baby care products.

Speaking on the launch, the Executive Director for NNFEMS Group, Emmanuel Nwakanma, said the company’s mission has always been to satisfy the daily needs of our customers while seamlessly aligning with their lifestyles.

He said with the introduction of ELAN NO-LYE relaxer and AVIV hair extensions, the company is taking another a giant step in further empowering African women to embrace their natural beauty and express their unique style.

Speaking on the newly launched relaxer brand, the Chief Commercial Officer for NNFEMS Group, Roseline Abaraonye, explained that it is a game-changer in the hair relaxer market.

“Designed specifically for African hair types, this innovative product offers a gentler alternative to traditional lye-based relaxers without compromising on effectiveness. We understand the unique needs of African hair “ELAN NO-LYE relaxer is the result of extensive research and development, aimed at providing a solution that’s both gentle on the scalp and highly effective in relaxing hair.”

“This brand stands out with its unique formulation that excludes harsh chemicals, significantly reducing the risk of scalp irritation. Users can expect long-lasting results, achieving smoother and more manageable hair. The premium quality, yet affordable product, we are making quality hair care accessible to a wider audience. Most importantly, it’s formulated to maintain hair strength and health, addressing a common concern with traditional relaxers,” she said.

On the launch of the new hair extension brand, the Executive Director NNFEMS Group for AVIV hair, Irene Nwakanma-Obi, reveals that the brand offers a wide range of options including braids and crochet styles, allowing women to experiment with different looks while maintaining the health of their natural hair.

She said the AVIV hair extensions are crafted from premium quality materials, ensuring a natural look and feel that’s indistinguishable from real hair.

According to her, the line boasts a wide variety of styles and colours, catering to diverse preferences and occasions. Durability is a key feature, with each extension designed for long-lasting wear.

“AVIV extensions are engineered for easy application and removal, minimising potential damage to natural hair.

“For us, and our customers, AVIV is more than just a hair extension brand. It’s about giving women the freedom to express themselves through their hair, whether they’re looking for a dramatic change or a subtle enhancement,” she said.

The Group Managing director, Jojy George, further commented that both ELAN NO-LYE relaxer and AVIV hair extensions are the latest additions to BROWN ORCHID’s hair care portfolio, which includes well-known brands such as APPLE, OZONE, and ELAN.