Wakati, which means “time” in Swahili, embodies a rich heritage and is a celebration of the past, present and future of hair care. This brand has quickly become synonymous with empowerment and authenticity, embracing natural hair journeys while offering products that nurture hair health and beauty. Now, as Wakati celebrates its fifth anniversary, the brand is bringing things full circle by returning to its roots—Florida A&M University —to inspire the next generation of creatives with a unique challenge.
Wakati’s origin story is intertwined with FAMU’s legacy. The partnership began when Anthony Porter, Vice President of Accounting & Finance at Kao USA and FAMU alum, reconnected with his former classmate, Dr. Shawnta Friday-Stroud, Dean of the School of Business, and Industry at FAMU.
The result was the 1st Annual Student Case Competition. FAMU students, supported by Dr. Friday-Stroud, helped develop Wakati’s branding elements. From its inception, Wakati was deeply rooted in culture, and its mission to celebrate individuality and self-love resonated within the FAMU community.
“Wakati wanted to bring things full circle, back to where it all began five years ago,” said India Gay, FAMU alum and Wakati Brand Management and Digital Communications Intern.
“The brand was co-developed with FAMU students from the School of Business and Industry, with the support of Dr. Friday-Stroud. Wakati has always been deeply rooted in culture, and our mission is to embrace those roots while empowering our community with effective hair care that allows each person to spend more time cherishing what they love.”
According to Kao, a global company that operates within a matrix structure to serve consumers, stylists, hotels, and retailers worldwide, “Wakati showcases Kao’s commitment towards innovation and championing purpose-driven brands through a more inclusive approach to beauty”.
To celebrate its’ fifth year, Wakati is inviting students and recent graduates of HBCUs to join the Wakati 5 Year Anniversary Design Challenge. This competition offers participants a unique opportunity to highlight their creativity, honor their cultural roots, and make a lasting impact on a brand that values diversity and artistic expression.
Melissa Mitchell, FAMU alum, and acclaimed artist, and designer will serve as a mentor throughout the competition, guiding participants as they bring their visions to life. The winner will receive a $5,000 prize, and their work will be featured on the Wakati platform, potentially elevating their profile within the creative community.
Gay encourages students to take this chance to grow and seize new opportunities:
“The worst thing you can do for yourself is nothing at all. If an opportunity arises, seize it! Show up and show out! For college students, there is no better time to build your portfolio, gain new experiences, and meet new people than right now. Talent is important, but talent combined with a strong network of individuals who know your work ethic can take you even further. If you know any students or recent graduates who are graphic designers, share this opportunity with them!”
The Wakati 5 Year Anniversary Design Challenge is open to all HBCU students and recent graduates (within two years) aged 18 and above.
The deadline for submissions is August 26th, and participants are encouraged to put their creativity and passion into crafting designs that embody Wakati’s mission of celebrating culture and individuality.
This challenge is more than a competition; it is a testament to Wakati’s commitment to uplift the next generation of innovators while remaining true to its core values of heritage, culture, and empowerment.
To enter the challenge, please visit Wakati’s website for more information and details on how to submit your application.
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