… history of the U.S. is “riddled with laws and societal norms that equated ‘blackness,’ and the associated physical traits, for example, dark skin, kinky and curly hair, to a badge of inferiority, sometimes subject to separate and unequal treatment.” It says this has influenced American standards of professionalism, which are based on European features.
Investment from beauty industry giants has helped natural hair products move from specialty stores to the shelves of major retailers such as Target, Wal-Mart and CVS — making it easier for customers to get their hands on what were once niche products.
“The Black haircare industry has undergone quite a transformation over the past five years and that should continue heading into the next decade. As more and more Black consumers are embracing their natural self and walking away from relaxers, it is presenting opportunities for natural brands to enter the market. Our research indicates that wearing their natural hair makes Black women feel liberated, confident and different from others, giving them a tremendous sense of pride in being Black while displaying their natural beauty,” said Tonya Roberts, Multicultural Analyst at Mintel. “The prominence of the market reflects the high price tag of many natural haircare products, but consumers appear willing to pay the price for a natural look.”
Mintel research shows that the natural hair movement comes at a time when image is everything to Blacks, as half (49 percent) of Black consumers agree it’s important to always look their best, regardless of the circumstances. Another 38 percent agree that they do whatever they can to look as attractive as possible. The drive to not just keep up appearances, but continuously improve points to the one third (32 percent) of Black consumers who agree that many of the beauty and grooming products they use help them look their best and the 30 percent who enjoy trying new haircare and beauty/grooming products.
To find the perfect product for your hair pattern, go to www.PatternBeauty.com