Brands are emphasizing multi-tasking and natural products that address Afro hair
Trend - Brands owned by Black and people of color are answering an under-served mainstream market by releasing specialized products that seek to support consumers with natural, textured and/or tightly curled hair. Emphasizing the need for customized care in this space, companies seek out to deliver multi-functional support with natural ingredients that address scalp health, hair damage, and more.
Insight - The skin and hair of consumers from different cultural backgrounds can vary, resulting in a spectrum of distinct personal care requirements and expectations. Since the BIPOC community's needs are often left unaddressed by mainstream beauty brands, individuals from this demographic tap the expertise of Black-owned businesses to receive solutions and support regarding their skincare or hair care routines.
Insight - The skin and hair of consumers from different cultural backgrounds can vary, resulting in a spectrum of distinct personal care requirements and expectations. Since the BIPOC community's needs are often left unaddressed by mainstream beauty brands, individuals from this demographic tap the expertise of Black-owned businesses to receive solutions and support regarding their skincare or hair care routines.
Workshop Question - How might your brand shift the product development process internally to meet the needs of more consumers?
Trend Themes
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Natural Hair Ingredients — Brands are catering to the natural hair care needs of consumers with a range of multi-tasking products that boast natural ingredients.
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Cultural Niche Marketing — Smaller, POC-owned brands are tapping into the need for specialized solutions that cater to the personal care requirements of different cultural backgrounds.
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Natural Multi-functional Solutions — Brands are emphasizing the importance of customized care by offering multi-functional solutions that address a range of concerns such as hair damage and scalp health.
Industry Implications
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Beauty and Personal Care — The beauty and personal care industry can benefit from offering more natural and multi-functional solutions, catering to the diverse hair care requirements of a range of cultural backgrounds.
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Ethically Sourced Products — The emergence of brands like Afrocenchix and The Afro Hair & Skin Co, which offer natural and ethically sourced products, will drive the demand for more sustainable and eco-friendly products.
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The Wellness Industry — The wellness industry can benefit from expanding its product line to include more natural hair care products that address concerns such as hair damage and scalp health.
