US Black Haircare market report
"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."
Multicultural Analyst
This report has confirmed the following:
- 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
