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Low quality hair extensions targeted by new campaign

NEW CAMPAIGN: Christina and Grace Adesina of Fair Hair Care

TWO SISTERS from London are behind a new world wide campaign to encourage greater transparency from hair extension manufacturers.

Grace and Christina Adesina launched the Fair Hair Care campaign which aims to challenge manufacturers and stockists who sell low-quality hair extensions by collecting 500,000 signatures from consumers around the world.

Fair Hare Care claim reaching this figure will help it put pressure on companies in the hair extensions industry to produce ethical products.

CRITERIA

It has created a Fair Hair Care mark on products that meet its criteria and hopes this will tell consumers about brands who are attaining good standards and working towards sustainability.

In recent years, the hair extensions industry has come under criticism for sourcing hair from small agents offering poverty-stricken women in India, China and Eastern Europe small payments for their hair.

Also currently there is no regulation in the hair extension industry leading to a situation where, when demand outstrips supply, factories cut corners by mixing human hair with synthetic fibres.

ENSURING HIGH STANDARDS: The Fair Hair Care mark

Co-founder of Fair Hair Care Christina Adesina told The Voice: “Hair extensions are a simple and beautiful way for anyone to give their hair the appearance they want, without having to wait months for it to grow out. But my sister and I both found it difficult to identify good quality hair.

TECHNIQUES

"We tried and tested different hair stockists which claimed to have 100% ‘human hair’, seeking a product that had longevity, but once we washed and treated the ‘human hair’ it didn’t respond how it should to styling techniques.

"This happened on numerous occasions with different hair stockists. Then we did some research and discovered that there’s no platform to regulate the quality of human hair or one where consumers can voice their opinions on this industry. So through our frustration as consumers Fair Hair Care was born.”

Adesina said Fair Hair Care’s methodology and verification process have gone through consultations with scientists and industry specialists.

She said: “Hopefully this will stop a situation where some beauty supply stores buy Chinese hair and call it Indian or Brazilian hair because it is an easier way to sell it.

REGULATIONS

"Whenever they exhaust one name they tag on another name. Customers think it’s a new product and so they are going to buy it and try it at least once. Due to the lack of regulations, manufacturers and supply stores are able to falsely label and advertise extensions as 100% human hair just to make a sale.

"We hope that our work with the Hair Council will help start a new movement and bring real change to the hair industry.”

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