Procter & Gamble’s (P&G) My Black is Beautiful (MBIB) has partnered with Sally Beauty to launch a new hair care line in the US.

The new collection includes hydrating sulphate-free shampoo, fortifying conditioner, 2 tangle slayer conditioning creams for type 3 and type 4 hair, and the intense recovery treatment.

According to the company, it is the result of MBIB’s efforts over the last ten years to develop products that are unique and suit diverse hair types.

P&G multicultural beauty brand director Lela Coffey said: “The My Black is Beautiful line of hair products was inspired by the 2.6 million women in our online community who have evolving and diverse beauty needs.

“With Sally Beauty and My Black is Beautiful’s collective focus on serving the needs of the online community, and P&G’s vast technical knowledge of textured hair, the two companies established a partnership to deliver a new haircare line that is both inspired by and designed by Black women.”

The new line is designed to help nourish, moisturise, renew and style curly hair of all textures.

The products can be purchased at Sally Beauty stores located across the US and online.

Sally Beauty colour & care vice-president Maryann Herskowitz said: “We are excited and honoured to have partnered with Procter & Gamble and My Black is Beautiful on this new line.

“We share the vision of My Black is Beautiful to celebrate and empower Black women. To see that come to life in a line of products celebrating her unique beauty thrills us.”