Strength Of Nature, A Godrej Company

Godrej Consumer Products is aiming to establish a strong presence in North America by tapping into the region's growing consumer market and young population. As a leading player in the hair care market for Black women, the company caters to both hair care and extensions. The acquisition of Strength of Nature in 2016 positioned Godrej among the largest global players in multicultural hair care. To bolster its position in hair extensions, Godrej partnered with Darling Group Holdings, acquiring a majority stake, while also consolidating its leadership in South Africa through the acquisition of Frika in 2015. Innovation is key to their strategy, as seen in the launch of products like African Pride Moisture Miracle and the renovation of core brands. The company's North America operations are headquartered in Atlanta and Savannah, emphasizing local manufacturing and a diverse workforce—70% Black Americans and 60% women. Godrej prioritizes innovation, consumer engagement, and expanding its product range beyond hair care.