wwd.com Open in urlscan Pro
192.0.66.184  Public Scan

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WHY TEXTURED HAIR CARE BRANDS ARE SOARING ON SOCIAL MEDIA

Data from Mintoiro indicates more than half of the top 10 trending hair care
brands on Instagram cater to natural and textured hair types.

By Noor Lobad Plus Icon
Noor Lobad

Beauty Reporter


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   Personal Care to Pets

View All
August 6, 2024, 12:01am
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Textured hair care brands, including Beyoncé's Cécred and Rihanna's new Fenty
Hair, are climbing the ranks on social media.
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Is the textured hair care space finally hitting its stride?

Data from Mintoiro shows that brands catering to natural and curly hair types
are seeing soaring momentum on Instagram, among them high-powered newcomers like
Rihanna’s Fenty Hair and Beyoncé’s Cécred, plus the “insta-brand” OG, La Belle
Bouclé, which began in 2017 as a curly hair blog.

Other brands with strong points of difference — such as Negin Mirsalehi’s
honey-infused Gisou and the biotech-powered (and, as of June, Simone
Biles-fronted) K18 — are also seeing strong engagement and reach on the
platform.


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“Compared to the crowdedness of skin care and makeup, there’s a lot of space in
hair care,” said Jennifer Carlsson, founder of Mintoiro. “It’s a market where
people are actively looking for new products and better products — finding a
niche within that is definitely possible.”





During the first quarter of 2024, prestige hair care — which has been riding a
sales high since the beginning of the COVID-19 pandemic — was second only to
fragrance in terms of sales growth. The category grew 11 percent during the
period, while skin care and makeup saw 10 percent and 5 percent increases,
respectively, per Circana.

While the current dominance of Fenty Hair and Cécred is indeed fueled by their
novelty and of-the-moment celebrity founders, that they both target underserved
consumers with diverse hair types could be a key to securing the kind of
longevity that evades many celebrity-founded brands.

“Whether momentum persists will depend on how much they keep innovating,” said
Carlsson, pointing to Tracee Ellis Ross’ Pattern Beauty as example of a
celebrity-founded brand that excels at having both a highly visible founder and
a steady stream of solution-oriented product. Ditto Taraji P. Henson’s
2020-founded TBH by Taraji brand, which emphasizes scalp care and is positioned
more in the masstige sector.

“It’s hair care that caters to Black hair, and is fronted and founded by a Black
woman versus a corporation,” continued Carlsson, who anticipates the prestige
sector will “see further growth at the hands of that curly, coily hair care
umbrella over the next year.”

Here, the top 10 hair care brands on Instagram in June, per Mintoiro.


1. FENTY HAIR

 * Founded: 2024
 * Founder: Rihanna
 * Monthly posts: 75


Fenty Hair courtesy


2. GISOU

 * Founded: 2015
 * Founder: Negin Mirsalehi
 * Monthly posts: 31


Gisou courtesy


3. SOL DE JANEIRO

 * Founded: 2015
 * Founder: Heela Yang
 * Monthly posts: 30


Sol de Janeiro courtesy


4. CÉCRED

 * Founded: 2024
 * Founder: Beyoncé
 * Monthly posts: 44


Cécred


5. LA BELLE BOUCLÉ

 * Founded: 2017
 * Founder: Lauren Schein
 * Monthly posts: 14


6. LES SECRETS DE LOLY

 * Founded: 20009
 * Founder: Kelly Massol
 * Monthly posts: 16


Les Secrets de Loly courtesy


7. KREYÒL ESSENCE

 * Founded: 2009
 * Founder: Yve-Car Momperousse
 * Monthly posts: 17


Kreyòl Essence courtesy


8. EVA NYC

 * Founded: 2012
 * Founder: Jane Moran
 * Monthly posts: 13


Eva NYC courtesy


9. K18

 * Founded: 2020
 * Founders: Suveen Sahib and Britta Cox
 * Monthly posts: 33


K18 courtesy


10. TPH BY TARAJI

 * Founded: 2020
 * Founder: Taraji P. Henson
 * Monthly posts: 16


TPH by Taraji Razor Creative Labs



TAGS

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 * hairstyling
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 * IDENTIFY DEVICES BASED ON INFORMATION TRANSMITTED AUTOMATICALLY 495 PARTNERS
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   Your device might be distinguished from other devices based on information it
   automatically sends when accessing the Internet (for instance, the IP address
   of your Internet connection or the type of browser you are using) in support
   of the purposes exposed in this notice.

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PERFORMANCE COOKIES 0 PARTNERS CAN USE THIS PURPOSE

Performance Cookies

These cookies allow us to count visits and traffic sources so we can measure and
improve the performance of our site. They help us to know which pages are the
most and least popular and see how visitors move around the site. All
information these cookies collect is aggregated and therefore anonymous. If you
do not allow these cookies we will not know when you have visited our site, and
will not be able to monitor its performance.

 * MEASURE CONTENT PERFORMANCE 360 PARTNERS CAN USE THIS PURPOSE
   
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   Information regarding which content is presented to you and how you interact
   with it can be used to determine whether the (non-advertising) content e.g.
   reached its intended audience and matched your interests. For instance,
   whether you read an article, watch a video, listen to a podcast or look at a
   product description, how long you spent on this service and the web pages you
   visit etc. This is very helpful to understand the relevance of
   (non-advertising) content that is shown to you.
   
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 * DEVELOP AND IMPROVE SERVICES 546 PARTNERS CAN USE THIS PURPOSE
   
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   Information about your activity on this service, such as your interaction
   with ads or content, can be very helpful to improve products and services and
   to build new products and services based on user interactions, the type of
   audience, etc. This specific purpose does not include the development or
   improvement of user profiles and identifiers.
   
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FUNCTIONAL COOKIES 0 PARTNERS CAN USE THIS PURPOSE

Functional Cookies

These cookies enable the website to provide enhanced functionality and
personalisation. They may be set by us or by third party providers whose
services we have added to our pages. If you do not allow these cookies then some
or all of these services may not function properly.

 * UNDERSTAND AUDIENCES THROUGH STATISTICS OR COMBINATIONS OF DATA FROM
   DIFFERENT SOURCES 457 PARTNERS CAN USE THIS PURPOSE
   
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   Reports can be generated based on the combination of data sets (like user
   profiles, statistics, market research, analytics data) regarding your
   interactions and those of other users with advertising or (non-advertising)
   content to identify common characteristics (for instance, to determine which
   target audiences are more receptive to an ad campaign or to certain
   contents).
   
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 * CREATE PROFILES TO PERSONALISE CONTENT 221 PARTNERS CAN USE THIS PURPOSE
   
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   Information about your activity on this service (for instance, forms you
   submit, non-advertising content you look at) can be stored and combined with
   other information about you (such as your previous activity on this service
   or other websites or apps) or similar users. This is then used to build or
   improve a profile about you (which might for example include possible
   interests and personal aspects). Your profile can be used (also later) to
   present content that appears more relevant based on your possible interests,
   such as by adapting the order in which content is shown to you, so that it is
   even easier for you to find content that matches your interests.
   
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TARGETING COOKIES 0 PARTNERS CAN USE THIS PURPOSE

Targeting Cookies

These cookies may be set through our site by our advertising partners. They may
be used by those companies to build a profile of your interests and show you
relevant adverts on other sites. They do not store directly personal
information, but are based on uniquely identifying your browser and internet
device. If you do not allow these cookies, you will experience less targeted
advertising.

 * ACTIVELY SCAN DEVICE CHARACTERISTICS FOR IDENTIFICATION 127 PARTNERS CAN USE
   THIS PURPOSE
   
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   With your acceptance, certain characteristics specific to your device might
   be requested and used to distinguish it from other devices (such as the
   installed fonts or plugins, the resolution of your screen) in support of the
   purposes explained in this notice.

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PERSONALISED ADVERTISING AND CONTENT, ADVERTISING AND CONTENT MEASUREMENT,
AUDIENCE RESEARCH AND SERVICES DEVELOPMENT 787 PARTNERS CAN USE THIS PURPOSE

Personalised advertising and content, advertising and content measurement,
audience research and services development

 * USE LIMITED DATA TO SELECT ADVERTISING 621 PARTNERS CAN USE THIS PURPOSE
   
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   Advertising presented to you on this service can be based on limited data,
   such as the website or app you are using, your non-precise location, your
   device type or which content you are (or have been) interacting with (for
   example, to limit the number of times an ad is presented to you).
   
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 * CREATE PROFILES FOR PERSONALISED ADVERTISING 500 PARTNERS CAN USE THIS
   PURPOSE
   
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   Information about your activity on this service (such as forms you submit,
   content you look at) can be stored and combined with other information about
   you (for example, information from your previous activity on this service and
   other websites or apps) or similar users. This is then used to build or
   improve a profile about you (that might include possible interests and
   personal aspects). Your profile can be used (also later) to present
   advertising that appears more relevant based on your possible interests by
   this and other entities.
   
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 * USE PROFILES TO SELECT PERSONALISED ADVERTISING 497 PARTNERS CAN USE THIS
   PURPOSE
   
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   Advertising presented to you on this service can be based on your advertising
   profiles, which can reflect your activity on this service or other websites
   or apps (like the forms you submit, content you look at), possible interests
   and personal aspects.
   
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 * USE PROFILES TO SELECT PERSONALISED CONTENT 194 PARTNERS CAN USE THIS PURPOSE
   
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   Content presented to you on this service can be based on your content
   personalisation profiles, which can reflect your activity on this or other
   services (for instance, the forms you submit, content you look at), possible
   interests and personal aspects. This can for example be used to adapt the
   order in which content is shown to you, so that it is even easier for you to
   find (non-advertising) content that matches your interests.
   
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 * MEASURE ADVERTISING PERFORMANCE 722 PARTNERS CAN USE THIS PURPOSE
   
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   Information regarding which advertising is presented to you and how you
   interact with it can be used to determine how well an advert has worked for
   you or other users and whether the goals of the advertising were reached. For
   instance, whether you saw an ad, whether you clicked on it, whether it led
   you to buy a product or visit a website, etc. This is very helpful to
   understand the relevance of advertising campaigns.
   
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 * USE LIMITED DATA TO SELECT CONTENT 128 PARTNERS CAN USE THIS PURPOSE
   
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   Content presented to you on this service can be based on limited data, such
   as the website or app you are using, your non-precise location, your device
   type, or which content you are (or have been) interacting with (for example,
   to limit the number of times a video or an article is presented to you).
   
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