In recent reports, 2020 will be the first year where hair relaxing products will be a small niche market in the African-American hair and beauty industry.

Prior to the 2020, hair relaxing products made up roughly 70% of market share in hair products for African-American Women. However, the birth of the Natural Hair Movement in the 2000’s cultivated the major shift that we see today.

Not only do you see more women of color embracing their natural hair texture, but the women themselves trailblazed a movement being one of the first to create what we see now known as social media influencers.

From their Do it Yourself (DIY) hairstyle tutorials to their homemade hair care recipes, these women are at the crux of not only owning brands but most of all, owning the narrative of defining real everyday beauty.