Textured hair shouldn’t be considered a segment of the hair care category…it holds the lion’s share. In fact, more than half of the world’s population has textured hair. Understanding the needs and wants of women with textured hair is well worth the effort. According to the NaturallyCurly Texture Trends’ 2018 Report, 65% of women have textured hair, 80% of women with curly and coily hair purchase products designed specifically for textured hair, and women with textured hair spend 78% more on hair care products than women with straight hair! 

“Women with textured hair are constantly searching and trying new products for their hair type and are willing to pay more for products that work,” notes Donna Petretti, marketing manager at Croda.
 
Despite these encouraging statistics, the hair care industry has done a poor job of reaching these ready and willing consumers. Consumers are alienated by brands and product aisles that declare certain hair types as ethnic or multicultural. A more scientific approach consists of classifying the hair into eight categories from straight to extremely curled hair based on morph-o-logic parameters. This method is based on two measurements:


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