Report Summary
Explore the US Black haircare market with this in-depth report. Understand the needs and preferences of Black consumers shopping for haircare and how you can effectively appeal as a haircare brand. Below, we’ve provided the market landscape and some key statistics.
US Black Haircare Market – Current Landscape
The Black haircare market is shifting as major brands seek to expand their consumer base by targeting hair texture, type and needs – rather than ethnicity – for a broader target. Within this dynamic, Black haircare consumers see both pros and cons. While the mainstreaming of textured hair brings greater acceptance, reformulations and discontinued products are a pain point. Loss of cultural representation and authenticity are also concerns.
Black haircare consumers prioritize convenience and practicality. Fewer hairstyles and product purchases, along with interest in wigs, weaves and extensions as a cost-saving option, reflect a demand for easy-to-use solutions. Educated and budget-conscious buyers seek quality essentials, sticking to what works for their specific needs. Black men prefer predictable, reliable products but also present opportunities for brands to develop simple, effective solutions, especially for low-maintenance styles like braids and locs.
Brands can innovate by creating specialized products for protective styles and enhancing care for wigs, weaves and extensions. As consumers seek tools and formulations that improve their current routines, brands should support these trends and meet Black consumers’ specific needs, focusing on quality, convenience and cost effectiveness.
US Black Haircare – Market Statistics
- Black haircare retail channels shopped: Mass merchandisers are the most popular retail channel when it comes to haircare, with 64% of Black consumers purchasing from stores like Walmart or Target. Online platforms are also significant, with almost half shopping on the likes of Amazon. This reveals a blended approach to shopping habits among Black consumers, reflecting the importance of convenience and place and time in their purchase decisions.
- Black haircare consumer preference: Black consumers lean toward haircare products that address needs, rather than sticking to a brand. For this important haircare demographic, the goal is to buy products with unique claims that address hair concerns and fit into personal routines, as a preference over brand loyalty.
- Black haircare market opportunity: Black men face a pain point in haircare, particularly around product availability due to a favorite product being discontinued. A quarter struggle with this, indicating that brands are not consistently addressing the specific needs of this demographic, and there is an opportunity for targeted product development to address their needs.
US Black Haircare Market Report – What’s Inside?
Key Topics Analyzed in the Report
- Black consumers’ hair textures and style trends.
- Hair products purchased by Black consumers and retailers shopped.
- Black women’s haircare segments based on attitudes toward hairstyles and care.
- Haircare brand preferences and purchasing pain points.
- Skill level, frequency of experimenting and lifestyle elements impacting hair.
- Interest in haircare innovations and ingredients.
- Key haircare trends for Black men.
- Innovative products, marketing communications and opportunities.
Report Scope
For the purposes of this Report, Mintel has used the following definitions to provide a perspective on the total market sales and forecast:
- shampoo: including anti-dandruff formulas and dry shampoo
- conditioner: including leave-in and rinse-out products
- hairstyling: including hairspray/spritz, gel, mousse, cream, oil, putty and other texturizers
- hair color: including permanent, semi- or demi-permanent, temporary, highlighting, bleach and root touch-ups
These definitions only cover the at-home haircare market and do not include salon services or products sold through salons.
For a further look at the haircare industry, see our haircare products market report and haircare market research.
Meet the Expert Behind the Analysis
This report was written by Courtney Rominiyi. Courtney currently reports on Black consumers. Before Mintel, she developed research in academia and non-profit organizations with nearly 10 years of experience with special focuses on real estate, food and beverage, and haircare. Courtney has a B.S. and M.A. in Sociology from Old Dominion University and Texas State University, respectively.
With varying needs for textured hair, a growing consumer base demands that Black haircare evolve.
Courtney Rominiyi
Multicultural Consumer Insights Analyst
Table of Contents
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Executive Summary
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Reengage Type 4C consumers through product reformulation and choice empowerment
- Revolutionize the market with hair tool innovations
- Consider reinforcing brand consistency alongside innovation
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Market Dynamics
- Market context
- Consumer sentiment improved, but remains down; election expectations a key driver
- Graph 1: consumer sentiment index, 2022-24
- Annual inflation sits at 2.5% as of August, the lowest it has been in over three years
- Graph 2: headline CPI and shelter CPI, 2021-24
- Market drivers
- A lack of legal regulation around licensure for hair braiders may be perpetuating unprofessional and hostile environments
- Black people in the US have a rich cultural background; nearly one in 10 are immigrants
- Crossover creates tension for Black haircare consumers and Black-owned or -founded haircare brands
- Consumer commentary on Mielle Organics’ acquisition by P&G
- Haircare brands are leaning into sports and athletics
- Beauty and haircare brands capitalize on new NIL regulations for college athletes
- Market perspective
- While notching gains during the pandemic era, the growth in total market haircare cools in 2024 and beyond
- The total haircare market is estimated at $13.8 billion in 2024
- Inflationary impact results in flat sales growth
- Price increases in shampoo, conditioner and styling – more so than increased volume – drives sales
- Graph 3: total retail sales and forecast of shampoo, conditioner, hairstyling products and hair color, by segment, at current prices, 2019-29
- All segments are forecast to continue growing, but at a more-moderate pace
- Shampoo
- Conditioner
- Hairstyling products
- Hair color
- Market/brand share
- Black haircare sales from P&G drives gains; Unilever, PDC, L’Oréal show declines
- Shampoo: Unilever’s Shea Moisture dominates, but loses share as sales dip; P&G gains share on strong sales from Mielle Organics
- Conditioner: stronger segment gains from sales of Mielle, Camille Rose, African Pride; Shea Moisture keeps top position, Mielle closing in
- Hairstyling products: Eco takes number 2 spot from Cantu, Shea Moisture maintains top position by a wide margin even while sales slip
- Hair color: major brands’ sales decline slightly, Clairol bucks the trend with a 7.1% gain
- Relaxers: total MULO sales decline; African Pride is a bright spot in the segment with a 7.8% increase
- Brand spotlight
- Camille Rose
- Popular Camille Rose products
- Briogeo
- OLAPLEX
- Mielle Organics
- Pattern Beauty
- PATTERN Beauty
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Consumer Insights
- The Black haircare consumer: fast facts
- The Black haircare consumer: fast facts, continued
- Black women’s haircare segments
- Four haircare segments among Black women differentiated by distinct attitudes toward their hair
- Graph 4: haircare segments among Black women, 2024
- Evelyn – Seasoned Naturalist
- Keisha – Student Stylista
- Robyn – Confident Curator
- Marquita – Balanced Millennial
- Attitudes and perspectives vary by segment
- Graph 5: perceptions of haircare and styles, by Black women’s haircare segments, 2024
- Hair texture
- Hair texture remains the basis for identifying hair type classification
- Type 4 hair remains the most common, but has declined while Type 3 hair has increased
- Graph 6: Black consumers’ natural hair texture – NETs, 2020-24
- Diversifying hair textures may disrupt the Black haircare market and require brands to address the profile of the Black consumer
- More men than women view their hair as coarse; educate men on the implications of hairstyle on hair texture
- Graph 7: Black consumers’ natural hair texture – Type 4A-4C, by gender, 2024
- Black consumers living in the West are more likely to have Type 3 hair
- Graph 8: Black consumers’ natural hair texture – Type 4 and 3 (NETs), by region, 2024
- Hairstyles worn
- Overall, natural hair is on top, but heat styling, braids and weaves/extensions are taking over styling preferences
- Graph 9: hairstyles worn by Black women in the past three years, 2024
- Black women show a slight decrease in variations of hairstyles; consumers may be styling less to prioritize convenience
- Graph 10: hairstyles worn by Black women in the past three years, 2020-24
- Dedication to wigs and relaxers show an opportunity to fill a gap
- Graph 11: hairstyles Black women currently wear, 2024
- Consumer sentiment about the popularity and acceptance of loc styles is affirmed as locs have seen a slight increase over the years
- Graph 12: hairstyles worn in the past three years – locs, by gender, 2020-24
- General societal changes, along with the impact of legislation, may lead to more comfort with wearing locs
- National Loc Day celebrates the beauty of locs and increased acceptance
- Braided styles are popular with Gen Z and Millennial women
- Graph 13: hairstyles worn by Black women in the past three years – braids (NET), by generation, 2024
- A desire for convenience, life changes and general preferences will evolve hairstyling needs
- Graph 14: attitudes toward hairstyles (agree), by gender, 2024
- Haircare products purchased
- Product purchases have slightly decreased in 2024, aligning with consumers’ styling preferences for ease and convenience
- Graph 15: haircare products purchased in the past 12 months, 2020-24
- Potential growing demand for products to help keep braids, wigs and loc styles refreshed
- Women are the primary consumers within the Black haircare market
- Graph 16: hair products purchased in the last 12 months, by gender, 2024
- Edge control brands may be missing the mark with 4C consumers
- Graph 17: hair products purchased in the last 12 months – edge control, by Type 4A-4C natural hair texture, 2024
- Although edge control may not hit the mark, sleeker hair is in for 4C consumers as relaxer purchases significantly increase
- Graph 18: hair products purchased in the last 12 months – relaxer, by Type 4A-C natural hair texture, 2023-24
- Gen Z embraces cost-effective haircare options with oils and gels
- Graph 19: hair products purchased in the last 12 months – hair oil and hair gel, by generation and gender, 2024
- Help parents of toddlers manage their children’s evolving haircare needs
- Graph 20: hair products purchased in the last 12 months – styling/curl cream, by parental status and age of children, 2024
- Styling is an important step for curly- and coily-haired kids
- Children’s haircare line Afro Unicorn has success at Walmart, Target and CVS
- West Coast Black consumers drive a surge in hair gel purchases; consider climate and creative lifestyles
- Graph 21: hair products purchased in the last 12 months – hair gel, by region, 2024
- Retailers shopped
- Two thirds of consumers buy haircare at mass merchandisers
- Graph 22: retailers shopped for haircare (online or in store) – NET of any haircare product, 2024
- Mass merchandiser dominance is less pronounced within hair/scalp treatments, hair color and relaxers
- Graph 23: retailers shopped for haircare products (online or in store), by product type, 2024
- Increasing pressure on retailers to remove toxic products from their shelves
- Online options are accessible and convenient
- Brand preferences
- Haircare shoppers may be enticed away from favorite brands
- Women’s focus on brands doesn’t necessarily mean “loyalty”
- Haircare needs (ie product more so than brand) drive purchasing
- Graph 24: approach to shopping for haircare products – product and brand types, by gender, 2024
- Younger women’s focus on brands doesn’t necessarily mean loyalty
- Graph 25: Black women’s approach to shopping for haircare products – product and brand types, by age, 2024
- Potential for private label? Perhaps
- Walmart announces plans to implement strategy to reorganize haircare products by hair type
- Dove, Pantene and SheaMoisture are top-mentioned brands across shampoo/cleansers, conditioners and hairstyling products
- Mass-market brands’ extensive product lines offer an affordable and accessible solution inclusive of all hair types
- Inclusive campaigns from top brands set the tone for more NPD for curly hair
- Pain points
- Consumers may be altering their haircare routines due to more limited product accessibility
- Despite efforts toward inclusion, stigma against natural Black hair still exists…even within the Black community
- Graph 26: Black women’s attitudes toward natural hairstyles and work/professional settings (any agree), by age, 2024
- While judgement affects consumers overall, Black women aged 18-34 struggle to find their personal style due to others’ expectations
- Graph 27: attitudes toward expectations and feeling judged by others (any agree), by gender and age, 2024
- Skills and experimentation
- Experimentation has grown; consumers show interest changing their hairstyles
- Experimentation has increased over the years; both men and women show interest in changing their hairstyles
- Graph 28: frequency of experimenting with new styles or trends, by gender, 2024
- Graph 29: frequency of experimenting with new styles or trends, 2019 vs 2024
- Consumers’ styling skills have drastically improved over the last five years; many may be experiencing DIY fatigue
- Graph 30: skill level in styling their own hair, 2019 vs 2024
- Graph 31: skill level in styling their own hair, by gender, 2024
- Age or will? Consider how consumers’ sentiment about hair as they age impacts their perceived skill level
- Graph 32: skill level in styling their own hair – novice, by age, 2024
- Parents’ expertise in hairstyling creates opportunities for brands to support their experimentation
- Graph 33: skill level in styling own hair, by parental status, 2024
- Graph 34: frequency of experimenting with new styles or trends, by parental status, 2024
- Promote the importance of bonding for parents managing their “little’s” haircare
- Lifestyles, hairstyles and haircare attitudes
- Weaves and wigs help Black women experiment while protecting their hair
- As more Black women lean on wigs and extensions to minimize the impact on their natural hair, brands have an opportunity for product innovation
- Graph 35: Black women’s interest in hair products for weaves, wigs or extensions and reasons for use, by age, 2024
- Bundled products for everything-you-need wig care offers affordability and convenience
- Consider the hair and scalp beneath wigs/braids/weaves
- Show how haircare products fit into Black consumers’ lifestyles
- Graph 36: interest and use of different haircare products (agree), by gender, 2024
- Finances are an important aspect of Black consumers’ haircare routines
- Graph 37: hairstyling at home, by gender, 2024
- General concern for product ingredients is consistent, but attitudes toward routines and the range of products vary by age and gender
- Graph 38: attitudes toward haircare products (any agree), by gender and age, 2024
- Although style experimentation declines with age, older Black women are still a prime market
- Graph 39: Black women’s attitudes toward hairstyles (any agree), by age, 2024
- Hair texture can influence consumers’ perspectives on convenience
- Graph 40: attitudes toward hair (agree), by natural hair texture – Type 4C-3A, 2024
- Innovation and ingredients
- Highlight innovation that promotes hair growth, scalp health and moisturizing across different product types
- Graph 41: interest in haircare innovations, by Black consumers and all, 2023-24
- Educate consumers on the benefits of peptides as their function aligns with haircare needs, but as an ingredient, interest in them lags
- Graph 42: interest in haircare ingredients, by Black consumers and all, 2023-24
- Shampoos formulated with familiar oils highlighting scalp health for gentle but efficient cleaning
- Lead with ingredients
- Disruptive ingredient-led innovation
- Appeal to younger and middle-aged women with fermented ingredients
- Graph 43: interest in fermented ingredients for haircare, by gender, age and gender by age, 2024
- Strength and shine with rice water rinse and treatments
- Haircare for men
- Low-cut styles are the most common for Black men
- Graph 44: hairstyles worn by Black men in the past three years, 2024
- Less-popular men’s styles – natural braids/cornrows and locs – have trended up over the past five years
- Graph 45: hairstyles worn by Black men in the past three years, 2020-24
- In addition to simplicity, perspectives on masculinity may influence hairstyling
- Limited experimentation is improving Black men’s expertise and creating “hair snobs” wanting more control and a steadfast routine
- Graph 46: frequency of experimenting with new styles or trends – never, by gender, 2024
- Graph 47: skill level in styling own hair – expert, by gender, 2024
- Hair’s role in communicating status influences Black men’s preferences
- Graph 48: attitudes toward haircare (any agree), by gender, 2024
- Brands are missing the mark on what should be a mainstay for Black men in haircare
- Graph 49: “My favorite product has been discontinued and I am struggling to find an alternative,” by gender and age, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- The Mint by Richualist addresses concerns around moisture absorption and retention for textured hair
- Brands can make DIY feasible with products and tutorials
- Temporary hair color offers consumers experimentation without the commitment
- Added-value oil-based innovations can expand
- AI technology is improving wig customization, and hence accessibility for consumers
- Expanding haircare options for boys
- Marketing and advertising
- A universal approach is becoming more popular for textured haircare brands
- Positive shifts in brand messaging: spotlight on Soft Rows
- Brands are establishing in-person credibility through festival activations and pop-up events
- CurlMix rebrands to be more shelf-friendly and convey mature luxury as it enters Ulta Beauty
- In summary: key implications and recommendations
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Appendix
- Consumer research questions
- Consumer research questions (continued)
- Consumer research methodology
- Consumer qualitative research methodology
- Cluster analysis methodology
- Generations
- Abbreviations and terms
- Market tables and definitions
- Market definition for total market perspective
- Market size methodology
- Forecast
- Forecast fan chart
- Fan chart table for total market
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