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Recent research indicates that there is a growing natural hair trend among African-American women in the United States, with a shift from relaxed to natural becoming so common that it has sparked growth of those hair care products that help hair “transition.”


The trend is evident in looking at sales of hair relaxer kits at food, drug and mass (excluding Walmart). According to SymphonyIRI Group, sales of hair relaxer kits slipped more than 7% for the 52 weeks ended Oct. 30.


Meanwhile, ethnic hair care manufacturers increasingly are developing new products for hair that is curly, wavy, kinky-coily and frizzy. One such example is Beautiful Textures, which just launched its new ethnic hair care collection that includes Curl Control Defining Pudding, Moisture Butter Whipped Curl Crème and Shine & Silken Growth Oil.


Ethnic hair care brand Curls now is offering its hair care collection at Sally’s Beauty, Walgreens and Rite Aid. This collection, designed for all naturally curly hair types, includes Lavish Curls Moisturizer and a curl gel called Goddess Curls.


In addition, Ampro Industries, a maker of multicultural hair care products, recently debuted its Olive Oil styling gel, which is made with 100% olive oil and reportedly is the most moisturizing gel Ampro ever made.


Market research firm Mintel noted in its most recent U.S. Black Haircare report that olive oil is the most commonly sought ingredient in hair care products (62%), while vitamin E (52%) and shea butter (48%) also are in high demand.

 

The article above is part of the DSN Category Review Series. For the complete Ethnic Beauty Buy-In Report, including extensive charts, data and more analysis, click here.

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