Hair care brands are ignoring a $10 billion opportunity. Where are the products for type 4 curl patterns?

Published: 10-Jul-2023

Winnie Awa, founder of personalised hair service Carra Labs, the brand behind the Texture Gap report, explores why brands need to go beyond 'for all hair types' and specifically target type 4 hair

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For individuals with the tightest curl pattern, commonly known as type 4 hair, the words "for all hair types" on a hair product's packaging can be a disheartening reminder of their exclusion from mainstream hair care narratives.

Despite the natural hair movement gaining momentum in the early 2000s, driven by platforms like YouTube, consumers with type 4 hair continues to be underserved, with their specific concerns and needs overlooked.

The evidence supporting this issue is striking. Our analysis of over 10 million textured hair-specific data points,

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