Black hair care remains a dynamic sector within the hair category, with styling trends and methods continuing to shapeshift at a rapid pace.

Over the last few years, the quest for social change and racial reckoning has been a central theme within the cosmetics industry.

Mainstream brands have become introspective, examining their tendency to promote Eurocentric beauty ideals that fail to reflect the diversity of beauty inherent in society at large.  “The beauty industry’s shift towards multicultural beauty in recent years has placed hair care at the crux of a broader conversation”, said consultant at Euromonitor International, Rubab Abdolla.

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