Texture hair care has been around for a while, but now it’s stealing the spotlight like never before. “60-70% of the world’s population has texture in their hair.” The hair care category has long underserved people with curly and textured hair, many being black and mixed-race (multicultural) consumers. The growth in this group grows exponentially every year and takes interest in the beauty industry, specifically the hair care category. From beauty ingredient makers, personal care product formulators and brand leaders, all are turning their attention to textured hair.

According to a NielsenIQ report, between February 2022 and February 2023 black consumers in the US market increased their spend on beauty products at a faster rate than the overall US market, despite the inflationary economy. In this same period, this consumer group spent $8 billion on beauty products, which was a 10% increase on the previous year.

Inclusive beauty

The hair care category has always been important to black and mixed-race consumers, and for the last decade there has been a movement to embrace their natural hair texture rather than using chemicals relaxers to straighten their hair. Textured hair, including curly and coily hair types is being celebrated more than ever. Brands are releasing products specifically designed for textured hair, acknowledging the unique hair needs of different individuals. This is a step forward in making the beauty industry more inclusive.

The opportunities within the Textured Hair industry are extensive. Google Search analytics measured a +40.5% growth in search volume in 2023 and its growth projected to continue at +20.1% for 2024.

Textured hair consumers are searching for the right products to suit their hair needs, and brands need to tap into these needs by differentiating looking beyond established claims and embracing natural hair – the texture, waves, curls and coils.


Standing out in the market

There are a plethora of products on the market, so to truly stand out in meeting curly and textured hair needs it must work to meet these needs with botanical, free-from and hydrating claims. Brands can look to skincare ingredients for inspiration as skinification blurs to hair care. Look at ingredients from plants and botanicals with unique benefits and marketing story. Also looking at new ingredient technologies emphasizing the size of ingredients (the molecules) for better absorption and penetration; and the use of on-trend actives like hyaluronic acid and vitamins. Brands can explore trends in skincare, like the slugging trend, and align to focus on hair hydration with hair oils.

Most importantly, when addressing concerns, like frizz, lead with ingredients and tap into self-care trends like nourishing, nurturing, and defining curls for a natural quality of healthy curly hair, instead of tame or control of frizzy hair.


Key takeaways in 2024 to watch for

Embrace natural beauty. Textured hair is being celebrated, so find products that suit your unique hair needs. You can enhance your natural hair texture by using products specifically designed for your hair type, minimizing heat styling, and embracing natural hairstyles.


Mintel GNPD (for curly hair* vs all haircare products), January 2022-December 2022

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