Harnessing the Power of Natural Hair: How Beauty Multinationals are Tapping into the Growing Natural Hair Movement
The natural hair movement has had a significant impact on the revenue of relaxers in the hair care industry. As more Black women embrace their natural hair textures, the demand for relaxers has decreased, leading to a decline in sales and revenue for companies that produce these products worldwide.
According to a report by Nielsen, sales of hair relaxers in the United States decreased by 22.7% between 2013 and 2018, while sales of products marketed specifically for natural hair increased by 25.4% over the same period. It is estimated that relaxers will plummet to the smallest segment of the market post 2020.
This shift in consumer demand has been driven in part by the increased visibility and acceptance of natural hair in mainstream media and the efforts of Black creators and influencers who have promoted natural hair as a form of self-expression and cultural pride.
Impact on the beauty industry
They have not been asleep.
Investment from beauty industry giants has helped natural hair products move from specialty stores to the shelves of major retailers such as Target, Wal-Mart and Boots — this has made it easier for customers to get their hands on what were once niche products.
But on the downside, it is forcing independent Black-owned companies to compete with multinational corporations who had long ignored the natural hair market. This has resulted in revenue being taken out of their businesses which seems unfair considering it was them who built up the market. This has made uncomfortable changes for both customers and business owners alike.
So what does the future hold?
As a result of this emerging shift, many mainstream companies in the hair care industry have had to adapt their product lines and marketing strategies to cater to the growing demand for natural hair care products.
This has included the introduction of new product lines specifically designed for natural hair, as well as efforts to diversify their advertising and branding to be more inclusive of diverse hair textures and styles.
Source. Cantu
Is this a good thing?
Primarily, the impact of the natural hair movement on the revenue of relaxers has been significant, reflecting a broader societal shift towards greater acceptance and celebration of diverse hair textures and styles. This has resulted in some multinational beauty brands deciding to build their own natural hair lines rather than investing in relaxers.
Cantu, developed by AB Brands in 2004, was sold to PDC Brands in 2015. L’Oréal unveiled Au Naturale in 2013. Pantene launched a natural hair line developed by a team of black scientists to better capitalise on this movement.
Despite their increasing influence in the market, major beauty brands know there is still a level of scepticism from Black customers who feel the industry had neglected their hair needs since slavery and are just looking for another way to exploit the pockets of Black women.
What do you feel about this post and how can traditional Black retailers collaborate better with multinationals coming into the natural hair space? Tell me your thoughts in the comments box below.