HOUSTON, TEXAS, APRIL 1, 2014Firstline Inc. (www.firstlinebrands.com), a premiere manufacturer of high-quality hair care accessories for multicultural consumers, has partnered its newly launched Evolve® Naturally Collection with industry leader Creme of Nature® (www.cremeofnature.com) to provide consumers complimentary hair products from both companies.

Firstline’s product lines are designed to meet the needs of its consumers with high-quality hair brushes, combs, satin sleep maintenance items, and fashion-forward styling accessories. Firstline’s product portfolio includes Evolve®, Sleek™, Camryn’s BFF®, WavEnforcer®, and Dri Sweat®, with a broad range of products positioned throughout the United States for mass distribution to national beauty, mass, food and drug chains.

Creme of Nature® is the first ethnic brand to offer hair care and styling products with Argan Oil to provide intense conditioning and nourishment: Creme of Nature® with Argan Oil from Morocco.  Ideal for natural and relaxed hair, the line features an array of 14 styling products ranging from shampoo, conditioners, a relaxer with Argan Oil, to styling and holding products to the first ever permanent color to be enhanced with Argan Oil for added hair protection.

In April, Firstline will officially launch the Evolve® Naturally Collection, which features satin bonnet/wraps and satin pillowcases to support natural hair maintenance for African-American Women. Easy and affordable, Firstline’s Evolve® Naturally Collection is designed for fashion-forward women and, in particular, African-American women interested in adding versatility and flair to their hairstyle while protecting their natural hair.

“Today, unlimited styling options abound for African-American women who choose to wear their hair naturally, but it’s important for hair to be both stylish and healthy,” said Joni Odum, Marketing Director of Firstline. “Our partnership with Creme of Nature® with Argan Oil from Morocco is ideal for Firstline both professionally and culturally because of our mutual goal to help natural hair wearers combat curl definition concerns.”

Beginning in April and continuing throughout 2014, Firstline’s Evolve® Naturally Collection of printed assortments of satin bonnets, scarves, and pillowcases will include a *free* packet of the Creme of Nature® with Argan Oil from Morocco Oil Treatment, while Firstline’s Evolve® Essentials line of satin wraps/pillowcases and conditioning caps will include a *free* packet of the Creme of Nature® with Argan Oil from Morocco Leave-In Treatment. In addition, in June 2014 only, an Evolve® Satin Wrap Scarf from the Evolve® Essentials line will be offered as a *free* giveaway with Creme of Nature® with Argan Oil from Morocco Relaxer System. The giveaway promotions will be available at Walmart, Target, CVS, Walgreens, Sally Beauty, Fred’s, and other independent beauty and barber (B&B) distributors.

Odum says that African-American hair requires special attention since it tends to be drier and coarser than other hair types. It is especially susceptible to the hair products, tools, and styling techniques we rely on most heavily—relaxers, color treatments, heating tools, and styling techniques. “Argan oil is a great option to maintain the hair's moisture balance,” Odum said. “Whether we wear our hair ‘au naturel’ or relaxed, it’s important to select nourishing, first-rate hair products like the Creme of Nature® Argan Oil treatment. We are proud to partner Firstline’s versatile, useful, and trendy Evolve® hair accessories with Creme of Nature® hair treatments to help black women protect and maintain relaxed and natural hair.”


About the Colomer Beauty Brands

Colomer Beauty Brands is the manufacturer of Creme of Nature®, Fabulaxer®, Lottabody®, and Roux®. In addition to Colomer’s headquarters in Spain, the global corporation has facilities in the U.S., Italy, Inter Africa, Mexico and Ireland. Colomer Beauty Brands is headquartered in Jacksonville, Florida. For more information on Colomer’s family of products, visit www.thecolomergroup.com.

About Firstline Inc.

Firstline Inc. is one of the few companies that markets premium brands that improve the overall hair care experience of the multicultural consumer. With a focus on quality, value, and innovative hair care accessories, Firstline has positioned its products throughout the U.S. for mass distribution to national beauty, mass, food, and drug chains. For more information, visit www.firstlinebrands.com.


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Media Contacts:

Firstline Brands:

Ms. Joni Odum

Marketing Director

Office: 800.724.7312, ext. 202

Email: info@firstlinebrands.com

Fax:    281.561.2444


Creme of Nature®:

Ms. Robin Beaman




Ms. Stephanie Scott