There is a growing demand for products tailored to curly, coiled, and afro-textured hair.
Curly hair care, proactive skin care and multifunctional sun care are driving new product launches and reshaping consumer preferences, according to Euromonitor International.
The global trend towards embracing natural hair textures, particularly curly, coiled and afro-textured hair, is driving demand for specialty products, according to the report.
Euromonitor’s Consumer Voice: Beauty Survey reports that by 2024, nearly a quarter of global consumers will have curly hair. Brands like L’Oréal’s Kérastase, Color Wow Curl, and Redken are leading the way with ingredient-specific products tailored to curly hair. Things like shea butter and olive oil for anti-frizz and protection.
Additionally, consumers are increasingly seeking active skin care solutions, especially those containing active ingredients and clinical formulations to address aging and other concerns.
According to data from Euromonitor, the use of facial serums and SPF moisturizers is on the rise as consumers look for multi-functional products. Since 2023, more than 4,800 new skin care brands have been launched, with a focus on day and night treatments.
Sunscreen has also become a daily necessity, and there is a growing interest in mineral-based sunscreens and products with SPF.
The report notes that regular use of SPF creams is on the rise as more consumers seek ethical, multi-purpose suncare solutions, including alternatives such as self-tanning products.
