MEN: A Deep dive into the Multicultural males styling, purchasing and grooming habits. (update) Protective Styles consumers seek a natural look

consumers seek a natural look and value for money (not necessarily lowest price)

and around 16% actively dislike

Wigs and Other Extension Trends – what is the preference

Market Size

MEN: A Deep dive into the Multicultural males styling, purchasing and grooming habits. (update) Protective Styles consumers seek a natural lookTHE MULTICULTURAL MENS HAIRCARE SEGMENT APPEARS TO BE COMING OUT OF A PERIOD OF GROWTH, HAVING PREVIOUSLY LED THE TOTAL MARKET. THE SEGMENT HAS BEEN EXPERIENCING A RECENT DECLINE IN BOTH THE HAIRCARE AND GROOMING SPACE. OVERALL, 72% OF AFRICAN AMERICAN AND MULTIRACIAL MEN REPORT USING HAIR AND GROOMING PRODUCTS AT HOME. THEY ARE MOST LIKELY TO USE HAIR CLEANSING AND GENERAL MAINTENANCE PRODUCTS, SKIN CARE AND FACIAL HAIR SHAVING PRODUCTS, AND STYLING