Published: 28-Sep-2026
HR® Hair Care: A South African Haircare Heritage Brand
HR® Hair Care is entering a new chapter, with an expanded range of products designed for the needs of today's textured-hair consumer.
HR® Hair Care: A New Chapter for a South African Haircare Heritage Brand
After more than 50 years of being part of South African haircare routines, HR® Hair Care is entering a new chapter, bringing its trusted treatment heritage together with an expanded range of products designed for the needs of today's textured-hair consumer.
For generations, HR® has been known for its iconic Placenta Hair Treatment, a product that has become a familiar part of South African haircare. That heritage remains at the heart of the brand, but the HR® Hair Care range has grown beyond its original treatment roots to offer consumers more choice across colour, conditioning, treatment and styling.
The evolution is built around a simple belief:
Healthy hair is the foundation of confidence.
The expanded HR® Hair Care range brings together products across three key areas: Treat, Colour and Style. Together, they are designed to support different stages of the haircare journey, whether consumers are looking to care for dry or damaged hair, refresh their colour, or create and maintain an everyday style.
Treat: Repair, strengthen and restore
Treatment remains an important part of the HR® story.
At the centre of the range is HR® Placenta, the lightweight hair treatment that has helped establish the brand's heritage over five decades. Designed to condition and strengthen hair while improving manageability, it helps smooth the appearance of split ends and supports a fuller-looking finish with added body.
HR® Placenta is available in a 125ml bottle, as well as 3 x 10ml ampules and a 10 x 10ml ampule pack, making it possible to incorporate the treatment into different haircare routines.
The range also includes products focused on moisture and repair. HR® Hydrating Shampoo and HR® Intense Repair Conditioner form a moisture-focused duo for dry, damaged and overprocessed hair.
The HR® Hydrating Shampoo gently cleanses while helping restore moisture, softness and strength, while the Intense Repair Conditioner provides replenishing nourishment designed to smooth and protect brittle strands, improve manageability and reduce breakage with consistent use.
Together, they offer a straightforward way to build moisture.
Colour: Lift, tone and protect
As the HR® Hair Care range has expanded, colour has become another important part of the brand's offering.
For consumers looking to create highlights at home, the HR® Highlight Kit is a salon-formulated and salon-approved highlighting kit designed to deliver long-lasting colour and radiant shine. With clear, step-by-step instructions, it is designed to make highlighting at home straightforward while supporting consistent lift performance and even application.
For convenient touch-ups, a Highlight Refill Kit is also available.
Maintaining the right tone after lightening is just as important as achieving the initial colour. The HR® Brightening Toner uses violet pigmentation to help neutralise unwanted yellow and brassy tones after bleaching, helping blonde and highlighted hair look cool, bright and refreshed.
Its conditioning formula also helps leave hair feeling soft, smooth and manageable while enhancing shine.
Style: Shape, define and finish
Haircare is not only about treating or colouring hair. For many consumers, the routine also includes finding products that make everyday styling easier.
The HR® Moulding Gel provides long-lasting hold while helping control frizz and flyaways. Its moisture-locking formula is designed to create defined styles without the stiff, dry or crunchy finish associated with some styling gels.
Whether slicking hair back, defining curls, controlling edges or styling braids, HR® Moulding Gel offers a versatile styling option for everyday looks.
A broader approach to textured haircare
The expansion of the HR® Hair Care range reflects a changing consumer. Haircare routines are increasingly personal, shaped by hair type, texture, styling habits, colour treatments and individual preferences.
For HR®, the opportunity is to build on more than five decades of consumer trust while offering products that are relevant to the way people care for and style their hair today.
The brand's refreshed identity captures this direction through its essence:
Strong. Radiant. Unapologetically You.
It is a statement about more than hair. It reflects HR®'s belief that confidence comes from having healthy, cared-for hair that allows people to express themselves in their own way.
The brand's next chapter will also see a greater focus on connecting with consumers through social media, educational content, real consumer stories, user-generated content, retail activations and e-commerce. The aim is to create a more connected experience around real hair, real people and real confidence, while giving consumers useful information they can take into their everyday routines.
For HR®, this evolution is not about leaving its heritage behind.
It is about building on it.
More than 50 years of familiarity and trust provide the foundation. An expanded portfolio provides more choice. And a renewed focus on today's consumer gives HR® an opportunity to continue growing as a proudly South African textured haircare brand.
Trusted by generations. Reimagined for today.
Discover the HR® Hair Care range and explore products designed to help you treat, colour and style your hair with confidence.
About HR®
HR® is a proudly South African textured haircare brand with more than 50 years of heritage. Built on the success of its iconic Placenta Hair Treatment, HR® has evolved into a broader portfolio spanning Treat, Colour and Style, combining trusted heritage with modern innovation for today's textured-hair consumer.
HR® is part of the Avid Brands (Pty) Ltd. portfolio.
Media contact: Avid Brands (Pty) Ltd
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