Sunday II Sunday makes sweat-friendly, chlorine-resistant hair care for Black women athletes—filling a gap that caused many to skip workouts to protect natural hair.
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See all ads on AdLibrary →Sunday II Sunday was founded in 2018 by Keenan Beasley in Atlanta. The brand makes active-lifestyle hair care for textured and natural hair designed to withstand sweat, chlorine, and frequent washing—addressing Black women athletes who avoided workouts to protect their hair. Available at Target, Ulta, and DTC. Also searched as Sunday.
Sunday II Sunday speaks directly to a documented behavior problem: a 2016 study found 40% of Black women avoided exercise to protect their hair. The brand's advertising frames this problem explicitly and positions its products as the solution that removes a real-life barrier to fitness participation. Paid Meta campaigns feature Black women athletes in workout contexts—swimming, HIIT, running—with natural hair intact after activity. This functional-meets-identity positioning is highly resonant. Explore their ad library at AdLibrary.
Instagram is Sunday II Sunday's primary paid channel, with athlete and fitness lifestyle creative targeting natural hair and Black women fitness audiences. Facebook retargeting uses product-specific creative (Root Refresh Micellar Rinse, Soothe Me Scalp Oil) with use-case specificity (post-swim, post-workout). Target retail placement enables 'available at Target' social proof in conversion creative.
Copy themes: (1) 'don't skip the gym for your hair'—the behavior-change value proposition; (2) sweat-wicking and chlorine-resistant formulations for textured hair; (3) Black women athletes as the primary audience and creative heroes; (4) from Sunday to Sunday (between wash days) hair maintenance. Tone is empowering, athlete-forward, and community-proud.
Sunday II Sunday identified a specific behavior (avoiding exercise to protect hair) documented in academic research, then built a product and marketing narrative directly around eliminating that barrier. Anchoring a brand to a documented, measurable consumer problem gives advertising copy a factual gravity that benefit claims alone rarely achieve. The lesson: consumer research that reveals hidden behavior trade-offs is more valuable marketing insight than preference surveys—find the things people avoid, not just the things they want.
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