Category
Fashion
Scaled Restraint
Trend cluster
Category
Natural
Support
Brands are emphasizing multi-tasking and natural products that address Afro hair.
2.8
Trend score
Trend
What is the Natural Support trend?
Natural Support: 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 consumer insight behind the Natural Support trend
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.
Trend themes
Themes within the Natural Support trend
Three behaviours holding the trend together01
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.
02
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.
03
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
What the Natural Support trend means for industry
Where the trend changes the playbookFor
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.
For
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.
For
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.
Workshop question
How might your brand shift the product development process internally to meet the needs of more consumers?
Trend signals
Trend signals for Natural Support
Trend score 2.8 out of 10, from popularity 43%, activity 31%, freshness 9%.
Popularity43%
Activity31%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Natural Support trend
4 featured examples from Feb 7 to Jul 23, 2020CategoryFashion
Dominican Hair Growth Oils
Bomba Curls' Dominican Forbidden Oil is Infused With Nourishing Plants
The beauty and personal care industry can capitalize on the trend of natural and cultural haircare products by creating their own lines of innovative solutions.
CategoryFashion
Plant-Based Hair Oils
The Afro Hair & Skin Co. Boasts Nutrient-Dense Products That are Natural
Beauty and wellness businesses can adapt and innovate their products to include natural and nourishing plant-based ingredients to meet the growing demand for sustainable and healt…
CategoryMarketing
Natural Afro-Specific Hair Products
Afrocenchix Emphasizes Natural and Nourishing Formulas
The beauty and personal care industry can tap into the demand for natural and personalized hair care products.
CategoryFashion
Nourishing Plant Oil Shampoos
VERNON FRANÇOIS® Boasts Care Solutions for a Diverse Types of Hair
The haircare industry can explore the development of plant oil shampoos and incorporate natural ingredients to cater to diverse hair types and provide nourishing solutions.
