# Natural Support Brands are emphasizing multi-tasking and natural products that address Afro hair. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jul 23, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/natural-support ## Key Figures - Trend score: 2.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 7 to Jul 23, 2020 - Published: Jul 23, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Natural Support trend ### 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. ### 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. ### 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. ## What the Natural Support trend means for industry ### For 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 for Natural Support Trend score 2.8 out of 10, from popularity 43%, activity 31%, freshness 9%. - Popularity: 43% - Activity: 31% - Freshness: 9% ## Examples of the Natural Support trend 4 featured examples from Feb 7 to Jul 23, 2020. - [Dominican Hair Growth Oils](https://www.trendhunter.com/trends/bomba-curls): Bomba Curls' Dominican Forbidden Oil is Infused With Nourishing Plants (Category: Fashion) Implication: 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. - [Plant-Based Hair Oils](https://www.trendhunter.com/trends/plantbased-hair-oil): The Afro Hair & Skin Co. Boasts Nutrient-Dense Products That are Natural (Category: Fashion) Implication: 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… - [Natural Afro-Specific Hair Products](https://www.trendhunter.com/trends/afrocenchix): Afrocenchix Emphasizes Natural and Nourishing Formulas (Category: Marketing) Implication: The beauty and personal care industry can tap into the demand for natural and personalized hair care products. - [Nourishing Plant Oil Shampoos](https://www.trendhunter.com/trends/plant-oil-shampoo): VERNON FRANÇOIS® Boasts Care Solutions for a Diverse Types of Hair (Category: Fashion) Implication: 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. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)