For more than 25 years, Elasta QP has been firmly perched at the forefront of hair care innovation, effectively addressing the styling concerns of discerning men and women of color. Established in Indianapolis in 1983 as a division of Kenra, LTD, their reputation within the industry is steeped in a single, overarching concept that encompasses every aspect of their business: quality. In fact, the letters "QP" are meant to signify the "Quality Product" they are committed to designing and producing for their professional and consumer clientele. Through the years, Elasta QP has experienced steady and marked sales growth – as well as increased customer loyalty – due in large part to their diverse, natural product offerings and their ability to maintain relevancy within a capricious consumer landscape. Respected nationally as a manufacturer of high-quality products, Elasta QP continues to embrace and to promote healthy hair with products that enhance this desired state. Throughout Elasta QP's history, they have endeavored to defy convention, position their brand as the condition definitive styling choice, and cultivate a standard of multicultural hair care excellence within the industry.