Beauty: curly hair lets loose


Curly hair is experiencing its time in the spotlight – as more and more women feel less pressure to assimilate, the move towards textured hair is growing and women are letting their hair grow naturally.

The curly haired consumer is savvy and educated. She knows that her hair is different and wants products tailored to her specific needs. In response, beauty retailers like Ricky’s NYC, Sephora and HSN are designing sections for curly and ethnic hair, while NYC salons like Devachan, Ouidad and Miss Jessie’s are specializing in curly hair styling. Even big-box retailer Target has partnered with Curls Professional organic haircare to launch a sister line available exclusively at Target stores in March.

Proof that this previously untapped market is hungry is evident in growing sales figures – sales of curl products at Target are robust, and Ouidad, the self-proclaimed “Queen of Curl”, is currently ranked number 2 in Sephora’s haircare sales. Brands like Living Proof and Her Cut are also popular, while Jane Carter Solutions offers a natural styling alternative for curly hair. With more options in the market, women now have the freedom to choose and embrace their style of choice.

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