The trend for textured hair is becoming more common, with the latest findings showing that consumers are looking for products that do not require a lot of styling.
The industry has seen its share of bad publicity lately, with many people blaming the trend on a lack of regulation.
But according to research from the company LVMH and the University of Toronto, the trend is actually the result of a few very well-intentioned people.
“Our research shows that textured-hair products are really popular and it’s because they’re a little bit more affordable than other hair care products,” said co-author of the study, Rachael Shumate, PhD. “You can really get a really good value for money from them.”
The LVMh research found that consumers would pay around $25 to $30 for a product that did not require too much styling.
This is similar to the price of other natural hair care, like the conditioner and the waxes, said Shumates co-director, Elizabeth Pang.
She said that, while textured products are becoming more popular, there are still a lot less options out there for people who want to try something different.
Shumay also said that she and her colleagues have been surprised to find that people have found these products to be extremely effective.
For example, they found that texturing products helped with hair regrowth, while waxes helped with texture.
“There are a lot more options out for texture than for hair regrowing,” said Shums researchers.
“People are really embracing the fact that they don’t need to have a lot and can be a lot cheaper.”
LVM, the world’s largest hair care brand, has been making a name for itself in the market by offering the highest quality natural hair products for less than other companies.
But with so many options out, Shumes team decided to do some digging to find out how many people are actually using textured natural hair.
“We’ve been really interested in finding out what consumers actually wanted and why,” said Pang, adding that the researchers had some surprises to share.
The study revealed that the average consumer wanted to use products that were not overly moisturizing, which was also similar to what other brands offered.
In addition, the researchers found that people were willing to pay more for texturing.
However, textured texturizing was less effective at regrowing hair than other products, meaning that there is still more work to be done.
LVM has also been working with other companies to offer textured options, but the majority of textured product offerings are still priced below $25.
Shums said the research showed that people are willing to spend more for natural hair, but that it is a long-term investment.
“Textured hair products are not going to be the answer for everyone,” said Dr. Rebecca Cawthorn, PhD, a clinical professor of dermatology and dermatology at the University Health Network and the Canadian College of Dermatologists.
“They’re not going the way of traditional natural hair that’s going to last forever, but they’re definitely a nice way to try different products,” she said.
She added that there are products out there that work well for everyone, and that textural options are only a small part of a larger market.
“These products are designed to work well with all skin types, but we have a really diverse population,” she added.
“So if you want to get your hair styled and look natural and get that natural feel and texture, you’re going to want to look for a lot different options.”
Shumats research was funded by the Canadian Institutes of Health Research, the National Institute of Health and the U.S. Department of Health & Human Services.