Consumers with textured hair invest a significant amount of time and money in purchasing various products to help them create and maintain a specific style. It requires daily application of essential oils or leave-in conditioners to provide moisturization; creams, gels to define curls; and sprays that help to detangle knots.

On the quest to find the perfect product, Nielsen reported in their 2021 African American Consumer Report that in 2019, Black consumers outspent the total market on personal soap and bath needs by nearly 19%, spending $573.6 million.

In the third and final post in a series about how Lubrizol Life Science Beauty is developing products to address the issues of diversity in the beauty industry, we are focusing on the needs of consumers with textured hair and the findings from a recent survey.

The Lubrizol Consumer & Market Insights team, in partnership with Foresee™ Lab, recently leveraged our agile video testing platform to talk to 30 consumers across the United States with curly, coily or kinky hair. They were asked if they could talk to hair care formulators about what products they would ask them to develop to address their needs. Responses revealed:

All participants, regardless of hair type or presence of protective styles, agreed that moisturization/hydration is by far their biggest pain point and unmet need.
Natural curly or coily hair participants are looking for a product that will make their curls more defined by addressing frizz and dryness, along with detangling and dandruff.
Natural kinky hair participants want healthy, growing hair and have moisturization and softness on their product attribute wish list.
Participants that wear protective styles such as wigs, weaves and extensions are looking for products that will help them to avoid hair breakage and shrinkage, speed up hair growth and provide support to the scalp by eliminating dryness, itchiness and dandruff.
All participants are looking for products made with natural ingredients such as argan oil, honey, peppermint, lavender, apple cider vinegar, coconut, eucalyptus, black castor oil and avocado.

As a result, textured hair consumers are experimenting with combinations of multiple products, a hit-or-miss process that can be expensive and frustrating. To provide straightforward solutions to consumers’ unmet needs, LLS Beauty has developed More-Than-A-Conditioning Shampoo, a simple one-step routine for hair manageability.

More-Than-A-Conditioning Shampoo is a unique formulation that gently cleanses, moisturizes, smooths and softens, leaving hair with styling control and long-lasting definition. Its efficacy was tested and proven on all hair types as well as in natural and chemically transformed hair (bleached, straightened or relaxed).

To learn more about LLS Beauty textured hair solutions, including our More-Than-A-Conditioning Shampoo, and we celebrate diversity, click here.

Textured Hair Consumers Reveal What They Want in Products