DARLING

Saadallah Khalil and his uncle, Ali Hoballah, founded the Darling business in 1985. They started by trading in basic synthetic fibres used for braiding in Senegal in West Africa. Over the years, they expanded the brand and business to other countries in West Africa like Ivory Coast, Nigeria, Ghana and Cameroon. Very early, they established a partnership with Kaneka Corporation of Japan to introduce high quality fibres that could be used to manufacture a full array of hair extension products. Each of these countries saw a business being built from scratch, covering manufacturing, distribution and marketing. By the early 2000s, the Darling brand became the market leader in hair extension products in Africa, with a comprehensive presence across West, East and South Africa.

Darling today stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa. It enjoys market leadership in most of the countries that it operates in and dominates the landscape in East Africa, where it also enjoys a ‘Superbrand’ status.

In September 2011, Godrej Consumer Products entered into a partnership with the Darling Group with an agreement to buy a 51% stake in the Group. This partnership hopes to build on the best of capabilities within both groups through brand building, distribution and further geographical expansion.


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Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

Today, Darling stands for beauty and is an enabler for every African woman to transform the way she looks. The brand has tremendous affinity with salons and is the preferred brand for stylists across Africa.

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