Curls Take Center Stage: Top Innovation Trends in Natural Hair Textures
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.
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.
Textured Hair Products on the Rise
There is an ongoing global movement to embrace natural hair textures, especially curly, coily or Afro-textured styles. F-1. Key stats: impact of curly-haired consumers on retail and product innovationEuromonitor
According to Euromonitor’s Voice of the Consumer: Beauty, fielded June-July 2024, there is an increase in the amount of young people that report having curly hair compared to older generations, with almost a quarter of global consumers reported having curly hair in 2024.
Because consumers with curly/coily/Afro-textured hair tend to seek out products specific to their hair type, the past few years have seen the debut of new brands exclusively for curly hair (F-1). This is a welcome shift since many markets, including the United States, are still dominated by products that cater to straight hair.
Top Textured Hair Brands & Features
Across 32 markets, L’Oreal Groupe’s Kerastase leads product innovation of curly-positioned hair care products (see F-2).
F-2. Top textured hair brands across eight countriesEuromonitorNew curly hair-specific launches from Color Wow Curls, Revolution, Bondi Boost and Redken are increasing the availability of products designed for curly hair in many Western European markets.
Curly hair-targeted products incorporate protective ingredients, such as lipids, shea butter, olive oil and sesame oil, which are formulated specifically for curls, anti-frizz, and thermal-protecting benefits.
