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How financial pressures are reshaping the textured hair care market

The report highlights several key behavioral shifts that are defining the next phase of textured hair care.

Photo by TYMO Beauty / Unsplash

NEW YORK — A new report titled The New Texture Economy: Shifting Behaviors in the Textured Hair Aisle from Beauty Intelligence reveals how today’s economic landscape is reshaping consumer habits in the textured hair care category, a space long associated with specialized and often premium-priced products.

As inflation, high interest rates, and stagnant wages continue to challenge household budgets, shoppers are making more deliberate choices, both in products and routines. The report highlights several key behavioral shifts that are defining the next phase of textured hair care:

  • Value Over Masstige: Consumers are increasingly trading down from prestige and masstige brands in favor of mid-tier or value options that deliver similar performance. Ingredient transparency remains essential, with savvy shoppers comparing labels to maximize results without overspending.
  • Simplified Routines: Once built around multi-step regimens, the textured hair aisle is seeing a move toward consolidation. Multi-use products and all-in-one solutions are gaining popularity as consumers look to save time and money without compromising care.
  • Shifting Hair Priorities: With more people embracing natural hair textures, the focus has turned to managing frizz and improving moisture retention, pushing brands to innovate around these evolving concerns.
  • DIY & Protective Styling: Protective styles like braids and wigs are being worn longer to delay salon visits, while DIY care is on the rise. Consumers — especially those active in online communities — are turning to homemade solutions like scalp oils and deep treatments made with kitchen ingredients.
  • Retail Rebalancing: Budget-conscious buyers are gravitating back to local beauty supply stores, where they find cultural familiarity, personalized recommendations, and convenient access to trusted products.
  • Expanding Audience: Textured hair care is reaching a broader, global consumer base. Cultural pride, growing representation, and educational content have widened the category’s appeal beyond traditional demographics.

As the textured hair category enters this new economic chapter, brands and retailers will need to adapt to shifting priorities, blending affordability, performance, and cultural resonance to meet the moment.

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