# Youthful Coily Haircare Nou is an Affordable Gen Z Haircare Brand Based on Porosity By Laura McQuarrie | Published 2021-08-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/gen-z-haircare References: [glossy.co](https://www.glossy.co/beauty/pg-incubates-new-gen-z-hair-care-brand-with-walmart/) & [instagram](https://www.instagram.com/NextOfUs/) Nou (Next of Us) is a new [Gen](https://www.trendhunter.com/trends/mane-haircare-products) Z haircare brand from P&G that offers affordable solutions for textured hair. The brand caters to the needs of those with curl types 3A to [4C](https://www.trendhunter.com/trends/kalahari-melon-aloe-vera) and [Walmart](https://www.trendhunter.com/trends/being-haircare) (where the brand is currently exclusively sold) helped to co-create the brand in less than a year. Products from the brand that spotlight shea butter, avocado oil and coconut oil as natural ingredients are all priced at under $7, and QR codes on the packaging help to provide shoppers with information about hair porosity. Nou recognizes that 50% of Gen Z consumers are non-white and 75% of them define themselves as having textured hair. As the population becomes more and more multicultural, this range of youthful haircare products promises to serve Gen Z well. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 40% | Activity: 61% | Freshness: 10% - Audience gender: 10% men, 90% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### Why This Trend Is Growing - **Affordable Textured Haircare:** There is an opportunity for affordable haircare brands to focus on cater to the needs of Gen Z with textured hair. - **Natural Ingredient-based Haircare Products:** Haircare brands can focus on introducing natural ingredients such as shea butter, avocado oil and coconut oil as key ingredients to their products.- - **QR Codes on Haircare Packaging:** Haircare brands can add QR codes on packaging to increase consumer education on the product and help them make informed purchasing decisions. ### Industries Being Reshaped - **Beauty and Cosmetics:** Beauty companies can introduce new lines of haircare products to cater to the needs of diverse consumer populations with textured hair. - **Retail:** Retailers can exclusively partner with niche haircare brands to provide affordable haircare solutions for Gen Z consumers with textured hair. - **Technology:** Tech companies can collaborate with haircare brands to develop innovative solutions to help educate consumers and provide personalized product recommendations based on individual hair porosity. ## Related on Trend Hunter - [Texture-Inclusive Haircare](https://www.trendhunter.com/trends/texture-inclusive-haircare.md) - [Gen Z Self-Care Capsules](https://www.trendhunter.com/trends/not-your-mothers.md) - [Expressive Curly Haircare](https://www.trendhunter.com/trends/got2b-curled.md) - [Affordable Targeted Haircare](https://www.trendhunter.com/trends/being-haircare.md) - [Gen Z-Approved Haircare Products](https://www.trendhunter.com/trends/mane-haircare-products.md) - [Inclusive Age-Appropriate Skincare](https://www.trendhunter.com/trends/pour-tous.md) - [Free-From Kids Haircare](https://www.trendhunter.com/trends/niles-chaz.md) - [Bio-Based Liquid Haircare](https://www.trendhunter.com/trends/liquid-shampoo-and-conditioner.md) - [Co-Branded Frizz Control Kits](https://www.trendhunter.com/trends/mane-x-ouai-the-antifrizz-kit.md)