Multicultural Moves Hydration needs are on the rise for curly, textured tresses By Gisselle Gaitan
No matter the hair type, keeping tresses hydrated and moisturized is a hot topic of conversation for consumers of all ages and genders. Though it’s worth mentioning that those who find themselves with curly, textured, coily or multicultural hair are constantly on the lookout for products that cater to a specific set of needs that differ from those with traditionally straight hair. Several brands with products targeting women of color and multicultural hair types have made waves on retail shelves throughout the years. Although these brands have developed products to help consumers wear their hair naturally, not since
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the COVID-19 pandemic has there been a demand for cleaner products for consumers to build their hair strength healthily and wear their hair in natural styles. According to an analysis by Nielsen, 41% of African American women surveyed stated that the pandemic prompted significant changes to their hair styling and maintenance regimens. Some of these changes include a newfound preference for natural beauty and DIY self-care, as well as discovering an entirely new world of products that are specifically geared toward at-home needs, according to the analysis. “Clean ingredients are an expectation of the Black consumer and
August 2022 DRUGSTORENEWS.COM
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