What ingredients does the textured hair consumer prefer in her products? How much money does she spend on hair care versus the traditional consumer? As a retailer, how to best merchandise textured hair products? If you’ve ever wondered about the answers to these questions and more, read on, because Michelle Breyer is the top authority for textured hair, as well as an accomplished speaker, consultant, contributor and key media source on the subject of curly hair issues for a wide range of outlets, including The New York Times, The Wall Street Journal and USA Today. As the founder of NaturallyCurly.com and Head of Business Development for TextureMedia, Michelle shares with Beauty Insider the latest data on the textured hair market.
In a world where more than 60 percent of the population has natural curls, coils or waves – and with US textured-hair consumers spending on average $37 a month on product, a full 20 percent more than her straight haired counterparts* – the textured hair market is quickly becoming one of the most dynamic areas of growth for brands and retailers. Those that actively listen and address the textured hair consumers’ needs – through selection, formulations and messaging – are reaping the benefits.
From the ingredients in her products, to store assortment and merchandising, the voice of the textured hair consumer can be heard loud and clear. For example, she prefers Shea Butter and Argan Oil* and ranks ingredients at the top of her consideration set when purchasing a new product*. She uses a combination of products on a regular basis* and it’s likely that she’ll continue to buy new products even after she’s found her “Holy Grail” product*.
Interestingly, only 11 percent of curly consumers rank frizz as a concern, while 46 percent of wavy-haired consumers rank it as their top concern*, highlighting the differences in concerns even within the category. “There’s no one-size-fits-all approach when it comes to textured hair,” noted Michelle. “Your success as a retailer or brand will depend on how well you understand her needs.”
Another trend has been the movement away from viewing this category in terms of ethnicity and focusing instead on texture. “Hair texture goes beyond ethnicity, and we are seeing this in every aspect of the business. Those that are embracing the new language of hair are thriving and it will only continue to be more and more important as the market continues to grow,” stated Michelle.
TextureTrends, an annual Consumer Insights Report now in its fifth year, provides a comprehensive assessment of the textured hair market including new multi-year trending information. The report draws from more than 5,000 consumers, including more than 500 straight-haired consumers, and explores many areas of purchasing behavior and product usage including awareness, spend, retail preferences, and brand loyalty. Since the first report was published in 2011, TextureTrends has become a must-have report for brands and retailers in the category.
*Source -2016 TextureTrends Report:
• 50% continue to buy even after they’ve found their Holy Grail product
• 77% use a combination of products on a regular basis
• 47% rank reviews as the most important purchasing consideration of a new product
• 44% rank ingredients as the top purchasing consideration of a new product
• 50% say a sample encouraged them to purchase a product
• 54% consider Shea Butter the most desirable ingredient, followed by Argan Oil
• 11% of curly consumers rank frizz as a concern, while 46% of wavy hair consumers rank it as their top concern
• 42% of women with curly hair wear their hair natural most often
