Consumers with textured hair, who have long been underserved in the beauty industry, are rapidly gaining ground with a global boom in products formulated to meet the needs of curls and coils.
A recent report by Allied Market Research forecasts that the worldwide curl-product market, valued at $9.7 million in 2021, will grow 60% by 2031, reaching $15.7 million.
The report says the boom is fueled by the growing trend of consumers wearing their hair natural (without straightening or relaxing it), and the corresponding response by beauty brands launching new curl products formulated with organic and natural ingredients.
Men make up the fastest-growing global demographic of consumers buying curl products, especially urban millennial and Gen-X men in the Asia-Pacific region, according to the report.
Brands profiled in the study are Devacurl, SheaMoisture, Ouidad, Curlsmith, Carol’s Daughter, Mizani, Cantu Beauty, Miss Jessie’s, and Aussie.
The retail sector currently selling the most curl products are supermarkets and hypermarkets — big-box stores such as Wal-Mart and Target that carry both groceries and merchandise.
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