Skip to main content

Curly-haired products spring up at mass


If anyone can attest to the need for the current rash of hair care products for women with curls, it is Michelle Breyer.

(To view the full Category Review, click here.)

Working as a reporter in Texas, Breyer expressed her frustration with a lack of products for her curls and built it into a social media empire. That transformed into a business where products for those with curls could get exposure, and last year her business was acquired by Texture Media.

Breyer, who is Caucasian, has a story that adds credence to the notion that the need for products for textured hair reaches beyond ethnicities. She hosted a fashion show earlier this year with models of all races sporting the most fashionable styles of curly hair. Texture Media research revealed that as high as 60% of all women have some form of textured tresses.

Brands are reacting with a flurry of products formulated for curls, coils or frizz, and sales are showing spurts. Sundial Brands, known for formulations suited for textured hair, chalked up gains of a little more than 15% in styling products for the 52-week period ended May 15 across multi-outlets, according to IRI. Styling items, which had been down dramatically, are showing signs of growth with only minuscule losses for the period.

Meanwhile, new products for curly hair continue to appear on the nation’s shelves. Briogeo’s, for example, is undergoing major rebranding under the eye of founder Nancy Twine. Twine used social listening to update her hair care collection, including new packaging, new products and a refreshed website.

The new items build on Briogeo’s original products, which addressed hair concerns while opting for formulas free of sulfates, parabens, phthalates, silicones, DEA and synthetic color. All products are 90% to 100% percent naturally derived and packaged in bottles that are both recycled and recyclable. “When I created Briogeo, I didn’t want it to be perceived as an ethnic line or non-ethnic line, I wanted it to be for everyone,” Twine said.

Also netting attention is CURLS, which has expanded beyond Target to Walmart, Walgreens, CVS and Rite Aid. Founded 14 years ago by Mahisha Dellinger, the line most recently tapped the power of blueberry extract, which is proven to encourage hair growth, repair damaged tresses and prevent breakage.

Products for curly hair aren’t only from niche players. Dove Quench shampoo is getting attention for helping smooth frizz for a softer feel. When chains are asked about up-and-coming shampoos, Marc Anthony’s Strictly Curls Envy is singled out. Herbal Essences Twisted Curls and Waves is one of the best moves in the range. And Kao’s John Frieda brand remains one of the legend brands for dealing with texture. The bevy of oils on the market also is big on curly consumers’ shopping lists, such as L’Oréal Paris Advanced Hair Care Extraordinary Oil Curls Nourishing Shampoo.

This ad will auto-close in 10 seconds