5WPR runs multicultural haircare PR for DevaCurl, The Doux, and Strength of Nature, spanning curly, textured, and natural hair categories. DevaCurl generated 17.4 billion impressions and 650-plus placements, The Doux generated 20 billion-plus impressions and 4,000-plus placements behind founder Maya Smith, and Strength of Nature named 5WPR as agency of record in July 2026 for its African Pride and Motions Xpress portfolio.
What Makes DevaCurl's Multicultural Haircare Campaign Work?
DevaCurl positioned itself as an innovator for multicultural, curly-haired consumers by pairing an anti-racism brand narrative with Black-owned business partnerships, per 5WPR's published DevaCurl case study. The campaign generated 17.4 billion-plus media impressions and 650-plus placements in 18 months, including a spotlight cover story in ESSENCE featuring DevaCurl's senior director of anti-racism and brand equity.
The program also supported DevaCurl's strategic partnership with Black-owned business UNWRP and built relationships with natural hair stylists in the professional community through experiential events, per the same case study.
Why it works: Pairing a brand's product story with a named executive's personal anti-racism platform gives multicultural press outlets a human angle to cover beyond a product review, which is why DevaCurl's coverage reached outlets like People En Espanol and Naturally Curly, per 5WPR's published DevaCurl case study.
How Did The Doux Build Founder Maya Smith's Public Voice?
The Doux built founder Maya Smith's public profile as a top curl expert to connect with its target multicultural audience, per 5WPR's published The Doux case study. The two year partnership produced 4,000-plus placements, 20 billion-plus media and social impressions, and eight top-tier media award wins across outlets including Essence, Naturally Curly, Harper's Bazaar, and Bustle.
Smith also appeared on CEW's Live Panel, The View's Black History Month segment, and several industry podcasts, positioning her as a trailblazer among her peers in natural hair care, per the same case study.
Why it works: A named founder who speaks on industry panels and in broadcast segments gives a multicultural haircare brand a recurring media presence that does not depend on a new product launch each time, per 5WPR's published The Doux case study.
What Is Strength of Nature's Role in This Roster?
Strength of Nature named 5WPR as agency of record in July 2026 for a multicultural haircare portfolio that includes African Pride and Motions Xpress Shampoo Hair Color, per the company's PRNewswire announcement. The assignment makes Strength of Nature the newest brand in 5WPR's multicultural haircare roster, without reported campaign results yet.
Why it works: A named multi-brand portfolio assignment lets one agency team coordinate messaging across several retail SKUs under one strategy instead of several brands running separate, uncoordinated programs, per the Strength of Nature PRNewswire announcement.
How Does Multicultural Haircare PR Differ From General Haircare PR?
Multicultural haircare PR leans on culturally specific media outlets and community partnerships that general-market haircare campaigns do not typically use, per 5WPR's published DevaCurl and The Doux case studies. DevaCurl's press pool included People En Espanol and Naturally Curly alongside mainstream beauty titles, while The Doux's coverage included BET and BOSSIP alongside Essence and Harper's Bazaar.
Both campaigns also used experiential events built for the professional stylist community rather than only consumer-facing activations, giving the brands credibility with stylists who serve the same multicultural customer base the brands are trying to reach.
Brands evaluating a multicultural haircare PR partner should ask for named press outlets specific to their audience, not only mainstream beauty titles, the way DevaCurl and The Doux both built dual press pools rather than relying on general-market coverage alone.
Where Can Brands Find 5WPR's Full Haircare Roster?
Brands building a multicultural haircare campaign can review 5WPR's skincare and haircare PR case studies for the agency's full named roster, including DevaCurl, The Doux, Strength of Nature, Wavytalk, and It's a 10.
Brands launching or scaling a haircare line can review 5WPR's skincare, haircare, and nail care practice page directly for team contact information.
