Last year Gabrielle Union turned heads with her glittery outfit at the 2024 Oscars. Already 3 decades in the industry, red-carpet appearances are not a new concept for the wife of Dwyane Wade. Her recent NAACP Image Awards appearance was no different as she wore a Monique Lhuillier dress inspired by the New York City skyline. But the Bring It On star recently credited her own brand behind the success of the look.
She shared the reel of her hairstylist and a household name in the beauty care industry, Larry Sims. They relaunched the brand Flawless which deals in hair care and hair styling products. Gabrielle Union shared the reel and added her reaction, “This hair thooooooo.” Even though her outfit paid homage to the linear arches of the Chrysler and Empire State buildings, it was her hair that she was proud of. The Perfect Find star has had her journey of ups and downs with the brand.
Back in 2017, she was associated with the brand, but had no major stakes or equity. In 2020, she teamed up with Sims and relaunched the brand. This time the aim was to provide affordable hair care solutions to the community. That is why Flawless did a collaboration with JCPenney. As part of the new partnership, the brand brought the SimStyled salon experience to handpicked JCPenney Salons in the Los Angeles and San Diego areas.
In December, Gabrielle Union spoke about the official launch of the $40 million worth company. “It’s literally been 20 years worth [of hairstyles]. And so we kind of had to figure out what are the most commented on and what [people] have most attempted to recreate [then] we had to work with the JCPenney team to come up with a variety of styles that meets all of our textured hair customers where they’re at without making them compromise.” But that’s not the only partnership Flawless has successfully secured.
Gabrielle Union also has ties with a tech and e-commerce giant
The journey to create an affordable product for the masses was not easy. But alongside Sims figured the right formulations and products. Gabrielle Union stated once, “Through my time in Hollywood, I have been in a thousand different situations where the people who work in glam just had no idea how to deal with textured hair.” That’s why the partnership with Amazon was important.
They launched the products which are available from $10 on Amazon. Last year they announced a combo offer “Get Hydrated… STAT! On the Flawelss Curls website Choose @buywithprime at checkout for fast, FREE delivery! #Amazon.” So, when last year Gabrielle Union and Sims announced a partnership with JC Penny at the end of the year, it was not a surprise.
At the time of the announcement, the duo currently had taken over at least 8 stores. However, they were looking forward to expanding the SimStyled salon experience to the rest of the 621 stores. With her recent look at the NAACP Image Awards, no doubt more people will gravitate towards the brand.
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