"The Black haircare market is in transition, as soft sales growth is wedged between two, very different consumer trends. One, a booming natural and regimen-focused product segment vs the precipitous sales free-fall of relaxers, which were formerly anchor products for several heritage brands. Black consumers prefer, and expect, haircare products made for their texture, haircare issues, and styling choices. As a result, Black-targeted and mainstream haircare companies are vying for consideration, and purchase among Black consumers with tailored products with the promise of expected efficacy."
- Toya Mitchell, Multicultural Analyst
This report will look at the following areas:
Natural hair is here to stay Half of Black women use 3-4 products as part of their haircare regimen Most Blacks perform basic maintenance to save time and money Black women are abandoning relaxers, not necessarily straight hairstyles