Online Exclusives

Embracing Natural Hair

October 1, 2007

African American consumers are moving away from hair relaxers in an effort to embrace kinks, coils and curls.

 

Embracing Natural Hair

African American consumers are moving away from hair relaxers in an effort to embrace kinks, coils and curls.



By LaToyah Burke
Associate Editor



Few things generate more anger and passion among African-American women than their hair. Some say that African-American women are in a frenzied search to shed the stigma of “nappy hair equals bad hair” by foregoing beauty standards that support straight hair. Others say that African-American women are hopeless captives of America’s standard of beauty, which often disregards the consumer of color.

While relaxer kits that are designed to remove curl are gaining popularity in the African-American community, some consumers are headed in the opposite direction, choosing to enhance their natural curl. For African-American consumers, wearing natural hair involves embracing the kinks, curls and tight texture of their hair. This means using products that detangle, moisturize and condition one of this fragile hair type.

“Natural hair is very textured—meaning that the curls or coils are springy and the hair strands take on a small ‘s’ or ‘z pattern when not stretched out. This hair may appear very thick and coarse to the naked eye, but in fact, many times natural hair is very fine and fragile,” explained Risi-Leanne Baranja, editor-in-chief, Palacinka.com.

“For many years, African-American women chose to alter the state of their natural hair and straighten it- some for ease, some to be more socially-acceptable to society and others just as a style preference,” said Ms. Baranja.

Due to a recent increase in popularity of natural styles, consumers are purchasing products from companies like Carol’s Daughter. The company makes hair and skin care products for the ethnic consumer that wears either natural or relaxed hair.

Khoret Amen Shea Butter Hair Smoothie is a deep penetrating blend of essential oils.
From the Khoret Amen Shea Butter Hair Smoothie, a deep penetrating blend of essential oils, to the company’s Hair Balm, which is made of sweet almond oil, cocoa butter and shea butter to add moisture and sheen, Carol’s Daughter’s products are sure to please those who embrace their kinks.
In addition to providing supreme moisture, Carol’s Daughter’s products are also known for their great smell. With ingredients such as ylang ylang, sweet almond oil, chamomile and cocoa butter, hair care has never smelled so good. “When it comes to hair care, I will combine the essential oils or herbs based on their properties as they relate to hair care, but they must smell good together—It’s important that it works on an aesthetic level as well as a practical level,” said Lisa Price, founder of Carol’s Daughter.

“More than ever ethnic consumers are focusing on moisturizing their hair. Many ethnic hair products have ingredients which help restore moisture,” according to Carrie Mellage, director, consumer products, Kline & Co.

Moisture is just what the creators of Miss Jessie’s products are providing for natural hair wearers. The line provides moisture and definition to the driest and tightly wound curl textures.
According to Titi Branch, owner of Miss Jessie’s products, “the line was created specifically to address the needs of curly, kinky and wavy hair. Specific to the ethnic market we’re talking natural hair or hair that has not been chemically relaxed so that it’s straight," according to Ms. Branch.
   

A revolution of sorts has been underway the last five years: people with naturally curly hair are embracing their curls and textures. They’ve had it with flat irons and more and more are wearing their hair naturally curly. People of color and of mutiracial ethnicities are moving away from what was a dominant service in that market—hair relaxers,” said Ms. Baranja.

As of 2006, Simmons data indicated that there are almost 10 million, Hispanic, African-American and Asian adults who use hair relaxers or home permanents. This represents a decline of about 700,000 users and African-Americans were responsible for the entire decline.

This change prompted the need for products to address hair that’s in its natural or naturally curly state. That’s where Miss Jessie’s comes in. The company offers solution-oriented products for the natural hair and naturally curly hair segment.
   
Curly Pudding transforms shrunken kinks to super shiny stretched out curls with soft hold.
Miss Jessie’s offers Curly Meringue, Curly Pudding, Curly Buttercreme, Baby Buttercreme and Rapid Recovery. Curly Pudding is the company’s flagship product. It transforms shrunken kinks to super shiny stretched out curls with soft hold. Curly Meringue is a medium hold styling creme emulsion formula that gives curls bounce and definition. Curly Buttercreme is a softening soufflé with cooling peppermint essence that prevents tangles and knotted ends. Baby Buttercreme is a moisture blend for softening and growing out natural hair. It provides hydration for dry, parched kinks and curls.

Rapid Recovery is a weekly intense deep treatment that’s great for restoring moisture and elasticity to dry, brittle curls, kinks, waves and naturals. With the right products, natural hair can be very versatile  and lend itself to braids, twists, dreadlocks and shorter cropped styles.

Nearly two decades after Spike Lee’s film “School Daze” brought African-American hair wars out of the dirty laundry basket by showing relaxed and natural women singing the song “Good and Bad Hair,” tensions still exist between women who choose one texture or the other. Luckily, the hair care industry has products that accommodate both, so African-American women can choose the right products for their texture and style.

Related End-User Markets:

Related Raw Materials:

blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Perceived Perfection

    Perceived Perfection

    Christine Esposito, Associate Editor||July 1, 2016
    From primers to pressed powders, facial cosmetics help create the illusion of a flawless complexion.

  • Quaternized Guar Is a Natural Solution

    Quaternized Guar Is a Natural Solution

    Tom Schoenberg, Schoenberg Consulting||July 1, 2016
    The polymer has applications in a range of skin and hair care formulas that does not build up on hair with repeated use

  • Senior Skin Care

    Senior Skin Care

    Christine Esposito, Associate Editor||July 19, 2016
    McCord Research and Product Quest Manufacturing roll out new hospital-grade skin care kits for seniors to use at home.

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • Patent Update

    Patent Update

    June 30, 2016
    J&J's anti-aging patent, LVMH and cannabis essential oil, transdermal botulinum toxins and more in recent patent news.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Henkel Grabs the Sun

    Henkel Grabs the Sun

    Ian Bell, Euromonitor International||June 24, 2016
    Euromonitor's Ian Bell on the impact the purchase will have on the US detergent industry.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Exploring Green in Vegas

    Exploring Green in Vegas

    Christine Esposito, Associate Editor||June 6, 2016
    Cosmoprof North America sets the stage for brands dedicated to the growing and evolving eco-friendly beauty space.

  • We

    We're Surrounded!

    Tom Branna, Editorial Director||May 30, 2016
    Industry experts explain the important role that the skin microbiome plays in human health.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Mapping Out Multicultural Beauty

    Mapping Out Multicultural Beauty

    April 25, 2016
    Agnieszka Saintemarie of Kline Group about current trends and challenges in multicultural beauty.

  • At a Loss for Curls?

    April 22, 2016
    Amplixin, a Miami-based maker of hair strengthening products, has a solution for hair loss.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Texture on the Runway

    Nancy Jeffries, Contributing Editor||February 22, 2016
    Au Naturale by Dark and Lovely, Cantu, Creme of Nature, Design Essentials and Garnier create head-turning hairstyles.

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.