Search or browse to find your favorite products! Order Status. Bag 0. Email Signup. Show All Product Type. Show All Hair Products. Show All Offers. Show All About The Brand. Show All Hair. Show All Curl Hub. The hair care industry is saturated, said Toya Mitchell, a multicultural analyst at Mintel, with shampoos and conditioners experiencing soft sales. Adding natural hair products is an obvious way for big beauty corporations to tap into the more than 24 million black women in the U.
S — a market many had previously overlooked. This has led some multinational beauty brands to build their own natural hair lines. Pantene launched a natural hair line in January developed by a team of black scientists. Bain Capital, an investment firm co-founded by onetime presidential candidate Mitt Romney, has a minority stake in Sundial. This funding has helped natural hair companies expand.
Despite their increasing influence in the market, major beauty brands acknowledge it will be an uphill battle to win over black customers who feel the industry has neglected their needs. The interest and capital from big beauty has upsides and downsides, said Kashmir Thompson, founder of Delish Condish, a small natural hair product line.
The influx of money — and competition — has led some in the natural hair industry to prioritize the most traditional of business goals: growth. With black women making up about 7. Some natural hair firms have started targeting a broader audience of multicultural buyers to better compete with corporate giants. But in doing so, they risk alienating their original customer base. For some, the ad marked a step away from a movement for black women.
SheaMoisture faced similar backlash for an ad in April. Critics said it minimized the lifetime of discrimination black women face over their hair, affecting their employment prospects, media representations and self-esteem, among other factors.
When asked if they are shifting to a multicultural audience, some brands point to hair type instead of race. After all, the movement emerged because big beauty companies were ignoring their wants and needs. Do you have natural hair? This site is intended for US consumers. Cookies and related technology are used for advertising. Please enter your email address below and we will send you a notification when this item becomes available. Your browser's Javascript functionality is turned off. Please turn it on so that you can experience the full capabilities of this site.
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