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Pardon My Fro Launches Beauty Brand at Walmart

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Founded in 2010 by entrepreneur and self-taught graphic designer Dana Bly, Pardon My Fro, is a beauty haircare brand built on women lifting each other up and inspiring girls and other entrepreneurs like herself. Dana Bly has woven these stories and snapshots authentically in a fun and meaningful way and today Pardon My Fro is now one of the top-selling African American brand on HSN.

“I am so excited to share Pardon My Fro with Walmart customers,” said Dana Bly. “Hair is a huge part of black culture, and this line caters to the unique needs women of color have when they condition and style their hair,” she continued.

Pardon My Fro was one of five beauty brands selected to participate in the Walmart Start Accelerator Program, which gives opportunities for small beauty brands with high growth potential to be in Walmart stores and on walmart.com. Additionally, participants receive one-on-one sessions with a brand management consultant, a series of virtual classes, support from Walmart Connect, and activation support.

“Walmart Start focuses on finding the next innovative brands and setting them up for success” said Creighton Kiper, Merchandising Vice President, Beauty, Walmart. “We are so excited to bring Pardon My Fro to our customers and fill an important gap in the market with an inclusive hair care line.”

The haircare line will be sold exclusively at Walmart on February 13, 2023. The six SKU collection of fresh, clean scented hair products were developed and formulated for hair types up to 4C. The vibrant green and funky designed, Pardon My Fro products include:

  1. Hair & Scalp Oil stimulates and nourishes your scalp with a blend of almond, avocado, and Jojoba oil.
  2. Edge Boss controls, holds, and smooths hair and contains Biotin, the B7 vitamin which is known to stimulate hairs’ keratin production.
  3. The Curl Enhancer Cream purifies, revives, and refreshes and is infused with Shea Butter, Aloe Leaf Juice, and Castor Seed Oil.
  4. The Moisturizing Hair Milk shields, softens, and prevents hair damage and contains Jojoba Oil & Argan Oil, which is rich in oxidants and several vitamins and minerals.
  5. The Detangler Leave-In Conditioner detangles, conditions, and protects and helps seal in moisture while still being lightweight.
  6. And the Volumizing Mousse volumizes, calms, and hydrates, fights frizz, and nourishes curls to form the perfect masterpiece.

Shop the full Pardon My Fro line exclusively at Walmart, here.


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I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.



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