The textured haircare market is in the midst of transformation, driven by demographic change, the rise of new brands and a demand for practical solutions. Brands are shifting from ethnicity-based messaging to a texture-first approach, prioritizing performance and personalized care across all curl types and lifestyles. This has resonated differently among varying consumer groups.
Trust is key. About one in three beauty buyers cite brand trust as the most important purchase factor, and it’s even more important for textured hair shoppers. While mainstream acceptance of textured hair has grown, authenticity and quality remain non-negotiable. Founder-led brands and independent reacquisitions (such as Carol’s Daughter), highlight a commitment to cultural integrity.
Innovation goes beyond formulations; consumers want effective, convenient routines for busy lives, which include in-home and salon care, solutions for scalp health and breakage that consider options for every texture. With social media and word of mouth as key sources for inspiration, textured haircare is a nuanced, emotional category. The brands that focus on results and real connections will lead as this market grows.
This report looks at the following areas:
- Trends in textured hair consumers’ hair textures and styles, inclusive of all racial groups
- Hair products purchased by textured hair consumers and product usage
- Consumers’ attitudes toward shopping for haircare products and brands
- Hair related issues and hair inspiration
- Interest in haircare innovations and ingredients
- Key haircare trends for men with textured hair
- Marketing communications, launch activities and opportunities to target textured haircare consumers
Textured haircare is nuanced. It is emotional, diverse and deeply personal. Hair type, lifestyle and lifestage matter. Consumers want effective, quality products, trusted advice and options.
Courtney Rominiyi, Multicultural Consumer Insights Analyst
Market Definitions
This Report explores the behaviors, needs and attitudes of textured hair consumers, focusing on hair Types 2A (open wave) through 4C (zig-zag coiled). The shift from Black Haircare reflects how consumers with textured hair are not unique to only one racial group. The needs of a growing base of consumers with textured hair – who often shop based on needs rather than ethnicity – present opportunities for insights that align more with hair type than demographics.
The Report includes an analysis of all textured hair consumers across Types 2-4 with a special focus on textured hair women and Black women. A comprehensive look at shared challenges (like breakage), moisture retention and product usage – as well as Black consumers’ unique cultural and emotional connections to haircare – is included. This dual lens aims to help brands develop products that meet both broad textured hair needs and the nuanced realities of Black consumers’ hair journeys.
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- Report definition
- History of Black Haircare at Mintel
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
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MARKET DYNAMICS
- Market context
- Economic uncertainty rising as consumer sentiment falls
- Graph 1: consumer sentiment index, 2022-25
- Graph 2: economic policy uncertainty index, 2020-25
- In beauty and grooming, consumers prioritize hygiene essentials; hair styling, treatments, salon visits could be reduced
- Graph 3: beauty/grooming product spending priorities, 2025
- Rising haircut costs are shaping men’s style choices
- Graph 4: price inflation for haircuts and other personal care services, 1997-2025*
- Market drivers
- Trade war with China will impact haircare market from salons to products
- Gen Z and Millennials drive demand for innovation in textured haircare
- Graph 5: population (m) and share (%), by generation, 2024
- Graph 6: textured hair consumers (Type 2-4 NET), by generation, 2025
- Growing multicultural population requires greater focus on textured hair
- Graph 7: textured hair consumers (Type 2-4 NET), by race/ethnicity, 2025
- Graph 8: population share (%), by race/ethnicity, 2023
- Record 5.1m increase in immigrant population over two years may impact racial identities leading to hair type shifts
- Graph 9: number of immigrants (000s) and immigrants as share of the US population (%), 1850-2024
- Opportunity to improve recognition of Black culture among those with Caribbean ancestry/heritage
- Graph 10: brand marketing and advertising (any representation) – recognition and brand action/demonstrating appreciation, by region of origin, 2024
- Tailored solutions for more complex hair textures are key
- Graph 11: select shampoo and conditioner routines, by hair texture, 2025
- Market share/brand share
- Brand sales and share highlights
- Black haircare sales slightly down as biggest companies (except for P&G) post declines; independents focused on Black consumers gain
- Total sales of select Black haircare brands for textured hair tell a different story of growth, though many smaller brands show net sales losses
- Shampoo: Unilever’s Shea Moisture and P&G’s Mielle grow, but not enough for the segment to show an increase, overall
- Conditioner: a slight contraction as most brands show sales declines with Camille Rose Naturals (albeit a small share) increasing 26.8%
- Hair color: leading brands, Soft Sheen Carson and Bigen, declineby more than 10%, Clairol gains share and with 45.9% sales growth
- Hair styling: the bright spot with an overall gain, driven by Shea Moisture, Miss Jessie’s and Mielle
- Relaxers: continue trend of longer-term decline, though most Strength of Nature brands grew
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Understanding the natural curl pattern is the foundation of providing effective textured haircare
- Hair texture, curl pattern and scalp type
- Hair textures are evolving and match the trend toward a more racially ambiguous America
- Textured hair spans all races, but Type 4/3 is most common in Black consumers; Type 2 crosses races, affecting product needs and formulation
- Graph 12: natural hair texture/curl pattern – NETs, by race/ethnicity, 2025
- Textured hair is prevalent across all racial groups, with Black consumers showing a higher prominence in Types 4/3 and Hispanic consumers Type 2
- Graph 13: natural hair texture/curl pattern – detail, by race/ethnicity, 2025
- Looser hair textures continue to rise among Black consumers; Type 4 drops under 50% while Type 2/1 sees a significant jump
- Graph 14: Black consumers’ natural hair texture/curl pattern – NETs, 2020-25
- A balanced scalp is the most common type for all consumers and those with textured hair; Black women often report a dry scalp
- Graph 15: scalp/hair type, by Black women and women with textured hair, 2025
- Most consumers of all races have average hair thickness
- Graph 16: hair thickness/density, by race/ethnicity, 2025
- Type 4 hair, most common among Black women, is coarser and thicker, while Types 2/1 vary more in thickness, impacting product needs
- Graph 17: hair thickness, by hair texture/curl pattern, 2025
- Graph 18: Black women – hair thickness, by hair texture/curl pattern , 2025
- Hair styles worn by women
- While natural hair styles remain the most popular for women, regardless of texture, Black women are incorporating protective styles
- Graph 19: women – hair styles worn in the past three years, by Black women and women with textured hair, 2025
- Textured hair consumers create a market for innovation through their diverse styling preferences
- Black women continue to lean on styles that provide convenience as long-term protective styles show an increase
- Graph 20: Black women – hair styles worn in the past three years, 2020-25
- Type 4 women (a majority Black women), lead in choosing “Not natural” styles, with Type 3 closely following in this shift
- Graph 21: women – hair styles worn in the past three years, by hair texture/curl pattern, 2025
- Natural no-heat styling provides relief for women who are struggling financially
- Graph 22: women – natural with no direct heat styling worn in the past three years, by financial situation, by Black women and women with textured hair, 2025
- Locs signal an identity affirmation as Gen Z prioritizes personal fulfillment over family approval and outdated beauty norms
- Graph 23: women – locs worn in the past three years, by generation, by Black women and women with textured hair, 2025
- Women 45+ are choosing simplicity; brands should meet them with simple, premium solutions that address their evolving hair needs
- Graph 24: women – hair styles worn in the past three years, by age, by Black women and women with textured hair, 2025
- Moms play a major role in textured hair styling, driving product use and versatility as key consumers managing multiple hair types and looks
- Graph 25: women – hair styles worn in the past three years, by mom status, by women with textured hair and Black women, 2025
- Single Black moms prioritize hair styling amid daily demands
- Graph 26: Black women – hair styles worn in the past three years, by parental and marital status, 2025
- Braids are the go-to for Black women who work outside the home; highlight convenience in styling to capture this practical, workplace-focused segment
- Graph 27: Black women – braids worn with extensions in the past three years, by work from home status, 2025
- Young White women with textured hair are embracing protective styles
- Graph 28: textured hair women – braided styles worn in the past three years, by age, by White/other race and Black women, 2025
- As braided styles grow among non-Black consumers, brands must engage thoughtfully, balancing cultural respect, hair health and consumer sentiment
- Styles currently worn are similar to the styles worn over time; wigs and braids are the key styles for Black women at the moment
- Graph 29: women – hair styles currently worn, by Black women and women with textured hair, 2025
- Hair styles worn by men
- Men with textured hair, led by Black men, are experimenting with more styles than the general population
- Graph 30: men – hair styles worn in the past three years, by Black men with textured hair and men with textured hair, 2025
- Men are enjoying styles that show their texture, or they are wearing styles that are clean and low maintenance
- Graph 31: textured hair men – hair styles currently worn, by Black and Hispanic, 2025
- Black men shift from fades to locs and braids, which possibly reflects rising haircut costs, prompting brands to support textured style care
- Graph 32: Black men – hair styles worn in the past three years, 2024-25
- Older men ditch the fade for simpler cuts as hair loss and low maintenance grooming take priority
- Graph 33: textured hair men – fade worn in the past three years, by age, 2025
- Gen X textured hair men embrace the curly quiff to counter aging and show vitality
- Graph 34: textured hair men – worn curly undercut/quiff in the past three years, by race and age, 2025
- Hairpieces or “man weaves” are helping men maintain their style
- Clean cut means business; look to target suburban, working-class and military dads who want a clean look
- How brands can speak to the clean cut man
- With fewer men earning under $25K, market haircare options to men as the financial decision-makers in textured haircare
- Graph 35: textured hair consumers – household income distribution, by gender, 2025
- Product usage
- Most use 1–2 hair products, but Black women often need 3–4 to meet the moisture demands of coarser, more textured hair types
- Graph 36: average number of products used when washing and styling hair at home, by Black women and textured hair, 2025
- Despite rising demand for men’s grooming, women still use more products; Black men often prefer fewer items and simpler routines
- Graph 37: average number of products used when washing and styling hair at home, by gender, hair texture and race/ethnicity, 2025
- Hair thickness drives product choice: coarse hair needs moisture support, while fine hair leans into color with less concern for structure
- Graph 38: textured hair consumers – products used when washing and styling hair at home, by hair thickness/density, 2025
- Older men and women prefer simple hair routines, while middle-aged women drive multi-product use
- Graph 39: textured hair consumers – average number of products used when washing and styling hair at home, by gender and age, 2025
- Black women working outside the home prioritize grooming and use a greater variety of products
- Graph 40: Black women – average number of 3-4 products used when washing and styling hair at home, by work from home status, 2025
- Parenthood influences grooming habits, particularly for fathers and married couples
- Graph 41: textured hair consumers – average number of products used when washing and styling hair at home, by parental and marital status, 2025
- Graph 42: textured hair men – average number of products used when washing and styling hair at home, by parental status, 2025
- Parenting influences grooming habits, particularly for fathers and married couples
- Protective style wearers are high-engagement users seeking dual-purpose solutions
- Graph 43: Black women – average number of products used when washing and styling hair at home, by hair styles worn, 2025
- Products purchased
- Rising haircare spending among Black consumers signals recovery, but tariffs could disrupt growth if brands have to increase prices
- Graph 44: Black consumers – haircare products purchased in the past 12 months, 2020-25
- More textured hair consumers buy products, making them a high-value audience; continued prioritization of this group can build trust
- Graph 45: haircare products purchased in the last 12 months, by Black women and women with textured hair, 2025
- Three quarters of all consumers say brand trust is important when buying beauty products, with even higher stakes in textured haircare
- Graph 46: importance of brand trust in beauty and personal care purchases, by gender and race/ethnicity, 2025
- Older buyers prioritize maintenance like shampoo, while younger generations drive styling product sales with likely with trend-driven routines
- Graph 47: textured hair consumers – haircare products purchased in the past 12 months, by generation, 2025
- Target premium hair gel to Hispanic men with style-focused messaging and bilingual packaging
- Graph 48: textured hair consumers – purchased hair gel in the past 12 months, by Hispanic origin and gender, 2025
- Multigenerational households overindex in hair color
- Graph 49: textured hair consumers – purchased hair color in the past 12 months, by generations in household, 2025
- Hair kits with the whole family’s must-haves could resonate with this group
- Fewer Black women interested in hair color, likely due to concerns about breakage and split ends that can worsen with chemical processing
- Graph 50: textured hair women – purchased hair color in the past 12 months, by race, 2025
- Hair related issues
- Breakage and hair loss are top issues for textured hair consumers – products that strengthen and fortify strands will resonate
- Graph 51: hair issues currently or ever experienced, by Black women and women with textured hair, 2025
- Analyst POV: addressing Black women’s hair damage requires both product innovation and cultural narrative shift
- Black women with looser curl patterns are more likely to struggle with curl pattern loss
- Graph 52: Black women – currently or ever experienced loss of curl pattern, by natural hair texture/curl pattern, 2025
- Black women are frequent stylers and also suffer from breakage
- Graph 53: Black women – hair issues currently or ever experienced, by hair styles worn, 2025
- Age-related hair loss more common for men
- Graph 54: textured hair consumers – currently or ever experienced age related hair loss and skin conditions, by gender and generation, 2025
- Targeted serums to strengthen strands and support scalp health over time
- Tighter curls often face dry scalp and damage from styling or chemicals – brands must address both care needs and beauty standard pressures
- Graph 55: hair issues currently or ever experienced, by natural hair texture/curl pattern, 2025
- Combination scalp struggles more with breakage/split ends
- Graph 56: currently or ever experienced breakage/split ends, by scalp type and textured hair vs all, 2025
- Parental status, family dynamics and financial pressures drive haircare challenges
- Graph 57: textured hair consumers – hair issues currently or ever experienced, by parental status, 2025
- Graph 58: Black women – currently or ever experienced breakage/split ends, by financial situation, 2025
- Strength-focused haircare that meets the stress and time demands of caregivers: Spotlight on Carol’s Daughter Goddess Strength line
- Hair inspiration
- Textured hair consumers are inspired to try new styles and products; social media and close friends/family are top influences
- Graph 59: sources of new hair product or hair style inspiration, by Black women and women with texured hair, 2025
- Young women and moms are the most keen on inspiration, mostly turning to social media
- Graph 60: Black women – sources of new hair product or style inspiration, by age and mom status, 2025
- Versatility in weaves, wigs and extensions leads consumers to a desire for endless inspiration through social media and celebrity muses
- Graph 61: textured hair women – sources of new haircare product or style inspiration, by hair styles worn in the past three years (index to all^), 2025
- For most, celebrity inspiration and social media inspiration happen simultaneously
- Black and Hispanic women share social channels for hair inspo; Instagram leads for Hispanic women
- Graph 62: women – sources of new haircare product or style inspiration, by Black women and textured hair women by race/ethnicity, 2025
- Black and Hispanic beauty audiences merge as Latina influencers embrace styles like braids and wigs, expanding reach and cultural connection
- More styling means more inspiration and Black men are leading the charge
- Graph 63: textured hair men – sources of new haircare product or style inspiration, by race/ethnicity, 2025
- Attitudes toward hair styling at home and in the salon
- Textured hair consumers favor simplicity, but Black women lead in skill, confidence and loyalty
- Graph 64: attitudes towards hair styling for textured hair, by Black women and textured hair women, 2025
- Support Black women with education on techniques to maintain confidence and to minimize damage
- Women value simplicity more than men, but use salons more until price becomes a factor
- Graph 65: textured hair consumers – attitudes towards hair styling for textured hair, by gender, 2025
- Parents are willing to spend on quality and enjoy salon visits to create efficiencies
- Graph 66: textured hair consumers – attitudes toward hair styling for textured hair at home and at the salon, by household size, 2025
- Graph 67: textured hair consumers – attitudes toward hair styling for textured hair at home and in the salon, by parental status and Black moms and dads, 2025
- Parents are willing to spend on quality and enjoy salon visits to create effecienies
- Work setting influences how textured hair consumers approach styling, with in-office driving simplicity and WFH lifting the pressure to maintain
- Graph 68: Black women – “I try to keep my hair style as simple as I can,” by work from home status, 2025
- Graph 69: textured hair consumers – “I regularly use professional/salon grade haircare products,” by work from home status, 2025
- Styling textured oily hair comes with limits; brands can help with lightweight solutions that balance moisture and manage buildup
- Graph 70: textured hair consumers – “I try to keep my hair style as simple as I can,” by scalp/hair type, 2025
- Graph 71: textured hair consumers – hair products purchased in the past 12 months – shampoo, conditioner and styling/curl cream, by scalp/hair type, 2025
- Styling textured oily hair comes with limits; brands can help with lightweight solutions that balance moisture and manage build-up
- Product solutions for oily hair
- Salon care is valued among textured hair consumers
- Graph 72: attitudes toward salon care, by Black women and women with textured hair, 2025
- Salon care offers hybrid workers a blend of self-care, structure and value that fits their flexible lifestyle
- Graph 73: textured hair consumers – attitudes toward the salon, by work from home status, 2025
- Attitudes and preferences while shopping for products
- “Texture first” will land with the greater textured hair market, but may create push back from Black women
- Graph 74: attitudes about shopping for hair products for textured hair, by Black women and women with textured hair, 2025
- Type 4 hair is complex; while the market is growing, this group feels product offerings are lacking
- Graph 75: textured hair consumers – attitudes about shopping for hair products, by natural hair texture/curl pattern and hair density/thickness, 2025
- Financially comfortable and cautious, textured hair consumers with an HHI of $75K-100K need flexible payment options and credible reviews
- Graph 76: textured hair consumers – “I prefer to buy my hair products in-person rather than online,” by household income, 2025
- Oily hair/scalp needs are unmet; innovate to improve styling options for oily-haired consumers
- Graph 77: textured hair consumers – “It bothers me that there tends to be fewer options for my hair texture/type,” by scalp/hair type, 2025
- Black women want performance-first products made for them and there’s room for brands to raise the bar with targeted solutions
- Graph 78: attitudes toward hair product brands, by Black women and women with textured hair, 2025
- Texture-specific product lines and visible founders can build trust as the market trends toward a “one-size-fits-all” in haircare brands
- Graph 79: textured hair consumers – attitudes toward hair product brands, by hair texture/curl pattern, 2025
- Weaves, wigs and extensions
- Weaves and wigs save time for Black women; other textured hair consumers prioritize ease, with many seeking celebrity-inspired styles
- Graph 80: women – reasons for wearing weaves, wigs or extensions, by Black women and women with textured hair, 2025
- Women who wear weaves, wigs and extension are high earners
- Graph 81: textured hair women – wears weaves, wigs or extension, by household income, 2025
- Older Black women who wear weaves, wigs or extensions appreciate time savings and ease, but are looking for an everyday style they can’t achieve with their own hair
- Graph 82: Black women – has worn weaves, wigs or extensions in the past three years, by age, 2025
- Graph 83: Black women – reasons for wearing weaves, wigs or extensions, by age, 2025
- Help older consumers feel more comfort with gray bundles
- Ingredients
- Textured hair women’s greater focus on moisurization and concerns about breakage keeps oils, butters and strengthening ingredients at the forefront of interest
- Graph 84: ingredients of interest in haircare products, by Black women and women with textured hair, 2025
- Moisturising claims lead hair treatment growth
- Graph 85: hair treatments, moisturising/hydrating claims, 2014-24
- Scalp type shapes ingredient preferences; brands can tailor haircare solutions that consider the full scope of consumers hair profile
- Graph 86: textured hair consumers – ingredients of interest in haircare products, by scalp type, 2025
- Global products to support different scalp types’ hair needs
- Shifts in styling, dryness concerns and ingredient awareness may drive demand for lighter, growth-focused ingredients
- Graph 87: Black women – ingredients of interest in haircare products, 2024-25
- Ingredients are of interest for Black women
- Hair tools
- Hair tool use matches styles worn; flat irons are most used in the textured hair market, with Black women showing slightly higher usage
- Graph 88: women – hair tools and devices currently using, by Black women and women with textured hair, 2025
- Waving and barrel irons are popular with Millennials, who are drawn to these tools for nostalgic, early-2000s-inspired textured looks
- Graph 89: women – currently using a waving iron/barrel waver, by generation, by Black women and textured hair women, 2025
- Cost may limit hair tool exploration; only those earning $50K+ make hair tools a key part of their routine beyond flat irons and dryers
- Textured hair women of lower household incomes rely more on flat irons/straighteners
- Graph 90: textured hair women – hair tools and devices currently using, by household income, 2025
- Higher-income Black women incorporate more devices into their haircare and styling routines
- Graph 91: Black women – hair tools and devices currently using, by household income, 2025
- Hispanic women are a key consumer in the flat iron market
- Graph 92: textured hair women – currently using a flat iron/straightener, by Hispanic origin, 2025
- Scalp type impacts devices used as textured hair women with oily scalps look to keep their styles fresh for longer using combination tools
- Graph 93: textured hair women – currently using a hair dryer+styler, by scalp/hair type, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Carol’s Daughter change in ownership may change the narrative around trust and authenticity in textured haircare
- Natural haircare brand Oyin Handmade partners with Baltimore’s Hotel Revival for first-of-its-kind hospitality experience
- Mielle launches Kalahari Melon & Aloe Vera Deep Hydration Collection
- Kalahari Melon & Aloe Vera Deep Hydration Collection
- Cécred’s Ulta launch allows textured hair consumers to enjoy their favorite products at home and in the salon
- Global solutions for textured haircare
- Marketing and advertising
- CeraVe spotlights scalp health with trusted solutions for dry scalp
- Anthony Davis leads in CeraVe’s campaign to destigmatize scalp health
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APPENDIX
- Consumer research questions
- Consumer research questions, continued
- Consumer research methodology
- Generations
- Abbreviations and terms
- Notes on immigration and data collection
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