Beauty Store Business magazine - January, 2020

Majority of Women of Color Prefer Natural Hair and Customized Formulas

A recent survey revealed that an overwhelming majority (70 percent) of women of color prefer to wear their hair natural—curly, coily, kinky or fro. Cocotique, a deluxe beauty box subscription company for women of color, surveyed 1,200 of its subscribers for the survey, which also found that 11 percent of women of color prefer relaxed or protective styles, 6 percent prefer to straighten their hair with heat and 2 percent prefer locs.

Partnered with Cocotique, HairRx Advanced Hair Care, a brand dedicated to providing easy hair care customization options to women, created the 2018 Women of Color Hair Care Report, which found that 84 percent of respondents valued the ability to customize their haircare products, while a staggering 98 percent feel it’s important for their haircare products to be sulfate- and paraben-free and safe to use on chemically treated hair. The report also found that 90 percent of those surveyed prefer “luxurious” to “light” lather shampoo. In terms of scent, 39 percent prefer coconut; 22 percent, lavender; 16 percent, jasmine; 12 percent, citrus and 10 percent, vanilla.

“Customization is a strong trend in hair care, especially among women of color,” Dana Hill, founder and CEO of Cocotique said. “Women of color have a wide range of textures and it's difficult to determine which product works best for a particular texture. It's important for companies to embrace and celebrate this uniqueness. Companies like HairRx, that offer options for customers to find products for their specific hair types and concerns, will win in the marketplace.”

ProfilePro co-founders Joe Segel (of QVC fame) and Jodi Dery, owner of award-winning salons in Florida, collaborated to create HairRx with the help of elite cosmetic chemists in Italy. Then, before releasing HairRx to the public, the brand tested and refined its formulas with more than 3,000 hair stylists.

HairRx asks customers to answer a short set of questions about their unique haircare goals, preferred scents, lather preference, etc. before matching customers to their ideal shampoo and conditioner.

Ellen Langas, co-CEO of HairRx’s parent company, ProfilePro, explained, “Respondents indicate a variety of preferences, which is why HairRx provides 165 formulations, each designed to address specific hair care goals.”