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Textured hair highlights curls, coils and waves.

NEW YORK -- The textured hair market continues to grow by leaps and bounds. "The texture category is the fastestgrowing, most dynamic sector in hair care, driven both by grassroots brands created by textured-haired entrepreneurs and large brands putting more of a focus on curls, coils and waves," says Michelle Breyer, cofounder of NaturallyCurly.com, a website for curly hair, and cofounder and president of TexturedMedia.

She points out that when they started Naturally Curly 20 years ago, there were only a handful of products for curly hair. Now there are literally hundreds of products especially for texture. "Brands are creating a wide range of products to address for specific needs for different texture types, whether that be elongating curls or smoothing waves. They are increasingly understanding that texture is not a one-size-fits-all approach, and that they can attract a wide range of consumers by offering different options that meet these diverse consumers' needs."

She says that, as a result, retailers are dedicating a growing amount of shelf space to the category. And as they put together their mix of products, they are seeking out interesting founder brands that the consumer is looking for. "They understand that brands like Mielle and The Mane Choice are a draw for the consumer."

"Retailers are working some of these grassroots brands to create exclusive lines for them --products that will help differentiate them from their competition," Breyer adds.

She points out that one of the most exciting developments in this category happened during the Cosmoprof show in Las Vegas in July, when board members of the Global Beauty Alliance (GBA)--the leaders of some of the oldest and largest brands and distributors in the multicultural category--voted unanimously to change the name of the "Ethnic" hair care category. The name of the category, they said, should be "Textured Hair. "

According to Cornell McBride, cochairman of GBA, "The term 'ethnic' is outdated, marginalizing and no longer the most accurate or descriptive term for the products in this beauty category."

Breyer adds that in making the decision, the group leveraged research conducted by TextureMedia that said consumers of all ethnicities prefer to shop for their hair products by names that describe their hair rather than their ethnic background.

For textured hair, E.T. Browne recently added new product entries to its legacy hair care brands--Palmer's Coconut Oil Formula and Palmer's Olive Oil Formula.

"Building on the success of our Coconut Oil Formula hair care range, we expanded the line to include a new suite of Zero Break products that are infused with Hydro-Ceramide Technology to help boost the ingredients' natural nourishing properties, " says vice president of marketing Debra Nichols.

Another new entry in its popular Palmer's Olive Oil hair care line is its Olive Oil Flax Seed Gel. "We harnessed the power of flax seed to develop our latest styling product--Palmer's Olive Oil Formula Flax Seed Gel," says Nichols. "This trending ingredient, flax seed, is often featured in DIY [do it yourself] beauty tutorials, but we wanted to take the guesswork out of the athome DIY version by formulating a ready-to-use version. Not only does the gel hold hair, but it helps strengthen and enhance curls and waves. "

Nichols adds that two major beauty trends the company continues to focus on this year are natural, exotic ingredients and product cocktailing. "These were trends we honed in on when creating our Olive Oil Formula Flax Gel and Coconut Oil Formula Firming products," she says. "Our latest products were designed to deliver results with the best ingredients nature has to offer," she concludes.

For more than 40 years, Creme of Nature says it has proudly remained a trusted hair care brand for women of all hair textures. A major player in the multicultural hair space, the Revlon Inc. brand has created a variety of products that help women and men discover and maintain stylish, healthy hair.

Creme of Nature's award-winning Argan Oil from Morocco collection of hair care and styling products was the first multicultural brand to use highly beneficial and nutrient-rich argan oil, says the brand. The collection has picked up multiple awards, including Essence magazine's 2018 "Best in Black Beauty" for Best Co-Wash (Creme of Nature with Argan Oil from Morocco Creamy Hydration Co-Wash) and StyleCaster's 2018 "Editor's Pick Best" for Clarifying Shampoo According to Hair Texture (Creme of Nature Apple Cider Vinegar Clarifying Rinse).

Developing award-winning products is "the hallmark of Creme of Nature," says the brand, citing Creme of Nature with Argan Oil from Morocco Perfect Edges as but one example. Selling more than 4 million units annually, Creme of Nature with Argan Oil from Morocco Perfect Edges reigns as the No. 1-selling edge gel, according to the brand.
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Title Annotation:HAIR CARE
Publication:Chain Drug Review
Date:Sep 24, 2018
Words:784
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