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Curls Take Center Stage: Top Innovation Trends in Natural Hair Textures via Global Cosmetics Industry

20 January 2025

Curly hair prevalence is on the rise among younger consumers, driving new innovation in hair care product launches, per recent Euromonitor International data. The company identified the innovation trend in 2024, utilizing the company’s new Passport Innovation portal—an AI-powered platform that measures the incidence of new brand and sub-brand launches at online retailers across 54 FMCG categories and 32 countries. Here’s what we found.

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