Beauty is beyond skin deep, but very often our beauty is measured with our silky-smooth hair or our glowing skin. Especially in South Asia, our hair is a constant boost of confidence, an expression of our personality. Yet, when life pulls its twists and turns hair is one of the key features that react quickly.
For many, hair loss is a symbol of going through cancer treatment. Around 80% of cancer patients undergo chemotherapy treatment, with hair loss as a possible side effect. Most cancer diagnosed women face traumatic situations due to hair loss, challenging them to continue social interaction, relationships and more. The emotional trauma is compounded by the reactions of society and family members leading to severe distress.
Kumarika, Sri Lanka’s leading hair care brand, understands the physical and emotional impact of upkeeping a healthy body of hair. Launching its national campaign driven with purpose, Kumarika Sonduru Diriyawanthi addresses the increasing need for natural hair wigs for women battling cancer. Driving the ideology of a woman’s beauty beyond appearance, Kumarika partnered with the Indira Cancer Trust, Lions Clubs of Aluthgama Bentota and Mount Lavinia with the coordination support of the Sri Lanka College of Oncologists.
The Sonduru Diriyawanthi initiative will be donating natural hair wigs along with a care pack for patients undergoing chemotherapy treatment. The care pack will be distributed to patients at the start of their chemotherapy so that the wig can be prepared and kept to be used as soon as they lose hair. The care pack includes a natural hair wig with an adjustable strap and shoulder-length hair, a set of Kumarika products including Kumarika Shampoo & Conditioner, Kumarika Hair serum, Kumarika hair oil and a booklet containing important information for cancer patients.
During the first phase of the campaign, the care packs will be donated to the cancer patients of the National Cancer Institute, Maharagama, National Hospital, Kandy, Provincial General Hospital, Badulla, Teaching Hospital, Karapitiya, Teaching Hospital, Kurunegala, Teaching Hospital, Anuradhapura, Kotelawala Defence University, Base Hospital Thellippalai, Jaffna, Provincial General Hospital, Ratnapura, and Teaching Hospital, Batticaloa. This initiative will be donating 6000 hair wigs per year, amounting to nearly half of the number of diagnosed female patients.
Loss of hair due to cancer treatment isn’t just a physical turmoil, but also an emotional one. The campaign will also take shape of awareness building with counselling sessions to encourage and inspire hope in patients to lead a happy life. Having understood the need to support these women to march forward, “Sonduru Diriyawanthi” will continue to expand hair wig donation and awareness initiatives around the country.
The virtual launch of Kumarika Sonduru Diriyawanthi was graced by the presence of Dr Sanjeewa Munasinghe- Secretary Ministry of Health, Dr Asela Gunawardane- Director General Ministry of Health, Dr. Sachini Malaviarachchi, Secretary – Sri Lanka College of Oncologists, Dr. Lanka Jayasuriya Dissanayake – Chairperson of Indira Cancer Trust, Past District Governor Lion Chandani Withana and Kasturi Chellaraja Wilson, Executive Director/Group CEO of Hemas Holdings.
Commenting on the “Sonduru Diriyawanthi” campaign, Executive Director/Group CEO of Hemas Holdings – Kasturi Chellaraja Wilson said, “Fighting cancer takes courage and determination. These beautiful and bold women deserve to feel good about themselves as they take on this challenging journey. At Hemas enriching the lives of our communities is in the heart of everything we do, and therefore we feel privileged to be able to reach out to these women and help them tackle a small part of their battle.”
Kumarika is a truly Sri Lankan hair care brand of Hemas Consumer brands that continues to drive forth Hemas’s legacy of purpose-led initiatives to uplift the lives of Sri Lankans. The brand prioritizes supporting Sri Lankan women to stay beautiful and building a generation of courageous and strong women. Kumarika invites all Sri Lankans to be a part of the discourse to further strengthen women who deserve to face life’s challenges stronger.