Strength of Nature Acquires Motions and More

Original collage source –


My hair was relaxed religiously from age six until age 23, and in that time I was brought up using certain brands of hair products. Now that my hair is natural, I realize that I don’t usually use hair products that still have that relaxer footprint — even if I loved and regularly used those products back in my relaxed days. Case in point, Motions. I used to LOVE that CPR conditioner! Over the years, we parted ways. But in December some news broke about the long-popular hair brand that gave me hope for a reunion. Via Rolling Out:

Strength of Nature recently acquired five haircare brands from Unilever, according to their public relations agency of record Finn Partners. This latest acquisition positions Strength of Nature as the fastest growing category leader in the industry.

A global leader in the $700 million ethnic haircare industry today announced the acquisition of the Motions, Just for Me, Consort and Groom & Clean brands from Unilever. Strength of Nature also acquired the TCB brand’s business in Africa, making the company full owner of TCB.

“The Motions, Just for Me, Consort, Groom & Clean and TCB brands are beloved and trusted with a strong legacy, high awareness and great potential. Each provides an excellent foundation for renewed growth and expanded innovation. We look forward to building these brands,” says Mr. Mario de la Guardia, CEO of Strength of Nature.

“Strength of Nature is committed to serving the haircare needs of people with textured hair from curly to coily,” says Charlene Dance, global marketing director. “We want to ensure that this consumer has unlimited hair maintenance and styling options for their particular hair type, and are very excited to add these brands to our portfolio.”
OK. This is major news for the multicultural hair market. The company that already owns African Pride, Beautiful Textures, Elasta QP, Profectiv MegaGrowth, Proline, Soft & Beautiful and Soft & Beautiful Botanicals now owns Motions, Just For Me, and TCB – basically the hair brands that were in my rotation from early childhood to senior year of college.

I’ve worked with Strength of Nature in the past, so I might sound biased but I’m excited because of what I experienced having worked with them. This is an international house of brands that takes quality, research and development seriously and they understand the needs of the evolving multicultural hair marketplace. I think this means positive changes to come for some of my childhood favorites. So I reached out to Global Marketing Director Charlene Dance for the scoop on this exciting beauty business news, and to find out what’s to come.

Motions Strength of Nature

Afrobella – Motions is a big brand that has an existing fan base, what will this acquisition mean for the future of Motions? I’m really excited personally because I hope this means even more of a focus on natural hair within this long-loved brand’s portfolio.

Charlene Dance — Strength of Nature is excited to add Motions to its family of brands. Motions has a rich history that goes back over 20 years  and we’re happy to be a part of Motions’ future. This acquisition means a lot for Strength of Nature overall, we’ve expanded our portfolio to include even more quality and affordable brands for multicultural consumers.

The beauty of Motions is that it’s a brand that has products for a wide range of hair types, it’s the hair care line for the girl who is setting trends and making her own rules. There are curly girls who can identify with that, so we will most definitely have products for natural hair as well.

Afrobella TCB is a brand I grew up knowing well in Trinidad as a kid, but I know the brand for “hair grease” and not necessarily healthy hair products. What does the future hold for TCB?

Charlene Dance – The TCB Hair and Scalp Conditioner has been a part of nostalgic moments for so many consumers, whether they were getting their scalps oiled by a family matriarch or they were styling a little one’s hair. However, it’s definitely not the only product in the line. Before the acquisition TCB’s focal point was on relaxed hair and we noticed that there was a missed opportunity there. We have something very exciting for naturalistas in 2016 that I can’t share at this time, so stay tuned for that announcement.

Afrobella — Which Strength of Nature brands are currently available in my homeland of Trinidad and Tobago?

Charlene Dance — All Strength of Nature brands are available in Trinidad & Tobago.

And there you have it. Thank you Charlene, I’m excited about that TCB tease!

What are your favorite Strength of Nature hair products, bellas?


pets says:
January 7, 2016, 4:13 pm
I need to revisit these brands! Thanks for the update.
Max says:
January 8, 2016, 9:12 am
Motions has just recently re-entered my grooming regimen of late with their amazing Pre-wash detangling butter. I side eyed the acquisition initially because often they come with unwelcome product changes. But Strength of Nature sounds like they have great enhancements to their new product lines on deck so I'm feeling better about it.
Vickylacewigs says:
January 8, 2016, 6:13 pm
Definitely some great acquisitions for Strength of Nature. They're a good company too so I'm sure those brands are happy to be acquired by them :)
aparna kirtania says:
January 20, 2016, 2:06 am
I am so much excited to see nice products .Strength of nature . Thanks
Read more says:
January 24, 2016, 12:02 am
Get creative with your chocolate concoction! Zest it up with some orange peel garnishing or try it spicy like the Mayans and Aztecs drank it. Adding different liqueurs could give it the extra kick you’re looking for as well. Any block of chocolate can be melted down so if you have a favourite type you love to eat, try it as a drink!
Afro hair solutions says:
January 25, 2016, 1:42 pm
Strength of Nature is a really good brand!
EBestSale says:
February 2, 2016, 2:51 pm
great brand. i have used their stuff. they are great.
Maria Cosmas says:
February 5, 2016, 3:54 pm
The best brand is Profectiv Mega Growth ranges. Motions is very nice, sells very fast then in Africa, Nigeria in particular but since one big private firm in Lagos Nigeria stopped selling it and focus on Profectiv products, Motions no longer sells. Therefore, my candid advice is to look for a good and well known cosmetic marketing firm in Africa, Nigeria in particular to market those new brand.
Yvonne says:
May 3, 2016, 11:55 am
I am searching for the Motions weightless clear moisturizer. Since Strength of Nature Acquired Motions, Does your company have a comparable product. It must be weightless.
Crystal Johnson says:
September 25, 2016, 4:22 pm
What is going on with the Motions line I cannot find any products! I really do not want to change brands but you are leaving me no choice. The motion products are vitrtually non- existing. I can only find the relaxer and the shampoo. I was using the neutrallizing shampoo and the CPR deep condition treatment. Are you replacing the products or discontinuing them. I hope not the later
Arlene Carmon says:
October 6, 2018, 9:36 pm
I can no long find this product in the store "Motions Natural hydrate my curl Hair pudding." I had Shea Butter, Coconut and Avocado in it and it worked perfecdt for our family. Now I can't find it in any of the stores???
Lorene Johnson says:
January 9, 2021, 10:40 am
Why is Motions Lavishly Shampoo no longer sold in Sally's Beauty Supply in Chicago. IL.
Louise says:
July 18, 2021, 6:39 pm
I was using the neutrallizing shampoo and the CPR deep condition treatment. Unable to find these products anywhere. Are you discontinuing them? Thanks Louise