It Used to Be a Niche Hair Care Market. Now It’s Exploded. Brands Have a Choice to Make.

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Hair News

Beauty,Women

'Everything that is popular started as small, subcultural, or niche.”

scarred a generation of curly-haired kids who watched as Mia Thermopolis’ mane broke a brush. Anyone regularly shopping in the natural hair aisle knows, however, that Mia just needed a good leave-in conditioner and some clarifying shampoo. Ditto for Hermione Granger.

“Time and time again we’ve seen Black brands appear to shift away from this consumer base in order to capture a wider market share,” Ibi Meier-Oruitemeka, founder of, said. “I understand why businesses often feel the need to diversify or expand their market. But if everyone caters to everyone, then quality and efficacy are undoubtedly affected.”.

White consumers’ interest in these brands will likely grow, meaning these types of acquisitions will only become more common. And it means that brands will likely change their marketing strategies, Meier-Oruitemeka said. While the marketing strategies might be reconfigured, the products themselves don’t necessarily need to change once the company changes hands. Collins points to Bevel, a grooming brand designed for men of color, as a line of products that actually improvedAs long as the products work—no matter who or what company holds the keys to the brand—people will continue to buy them. For any company trying to corner a niche market, that should be a unifying principle.

 

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