Bigen has been available in ethnic stores in the UK for 10 years but sales director Yatin Kotak decided it was time to enter the mainstream market.
“We noticed a gap in the market for dark and oriental hair products,” he said. “Because of its hugely diverse customer base, we felt Tesco would be an ideal place to showcase our product to a wider audience.”
He added that hair and beauty products designed specifically for the black and Asian market were booming.
The product comes in powder form and is mixed with water before application, which means small amounts can be used for root touch-ups and the rest can be stored for future use. Bigen, produced by pharmaceutical firm Hoyu in 12 shades, is being sold at an introductory price of £2.99 per 6g pack.