How curls are growing the hair care category in 2019


Curly hair is firmly back on the beauty agenda with a slew of new products hitting the market

How curls are growing the hair care category in 2019

Whether you wear it big and bouncy, tight or tousled, hair texture is making a welcome return to styling. After years of playing it poker straight, curly hair having its moment in the spotlight and brands have been quick to capitalise on consumer interest.

UK high street retailer Superdrug has seen a 40% growth in sales for curl-enhancing products and, in response to consumer demand, has launched 85 new products into the category.

Key to the sector’s growth has been its focus on Afro hair, in the form of a Kinks, Curls and Coils category which brings products and services that were previously only available in specialist stores and salons to its high street locations.

As a result the retailer has seen an 80% increase in sales, while its own-brand Black Castor & Shea range, which is designed for naturally curly and afro hair saw a sales surge of 268% year on year. Its newest launch in the range, Curl Smoothie, a leave-in conditioning treatment has sold one product every hour since its launch.

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The retailer has also ...

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