The U.S. multicultural hair care segment has a current estimated value of 2.5 billion dollars and is on a continued high growth trajectory. While Black consumers account for 11.1% of the total U.S. beauty spending, only 2.5% of the revenue in the industry comes from Black-owned brands. According to all the most recent research, Black and Brown consumers face challenges finding hair products that suit their needs and preferences. Black consumers, in particular, indicate a preference to shop for brands that are “for us, by us.” These very basic statistics indicate the importance of having more Black-owned brands available in mass, drug, grocery, masstige, dollar store, and beauty supply retail channels.
The great news is that in 2023, the top 5 selling hair care products in the multicultural segment are Black-owned or Black-founded and led. And, as a bonus, the 5 products come from 3 brands that are all Black female-owned or led. Here are the leading products of 2023 that were sold into beauty supply and retail by the leading distributor of multicultural hair care products (wet goods).
#5 – Camille Rose Honey Leave-In Conditioner
Part of the brand’s Honey Collection, this leave-in treatment claims to moisturize, soften and protect natural hair with a signature blend of honey, vitamins, aloe leaf juice, olive fruit oil, and antioxidants. It is sold nationwide, in mass & beauty retail, in stores such as Walmart, Target, and Sally Beauty. Camille Rose is founded, owned, and led by Janell Stephens.
#4 – Camille Rose Curl Love Moisture Milk
Camille Rose holds down the #4 & #5 spots with a remedy specially formulated for natural curls. The product is made with macadamia nut, vanilla, and rice milk to seal and smooth hair. Its available throughout retail stores, including Walmart, Target, Sally Beauty, and online at Macys.com.
#3 – The Doux Mousse Def Texture Foam
Currently, the leading mousse in the multicultural category, The Doux leaves no crumbs with this dual-use formula that defines curls and controls sleek looks without crunching or flaking. Not only is it sold in mass & drug retail, like CVS, Walmart, Target, and Sally Beauty, but professional salon sizes are also available at CosmoProf stores. The Doux is founded, owned, and led by Cosmetologist, Maya Smith.
#2 – Mielle Rosemary Mint Strengthening Shampoo
Made with biotin, the shampoo is said to nourish, cleanse, and strengthen weak, brittle hair, providing intense moisture for all hair types, with a focus on natural waves, curls and coils.
#1 – Mielle Rosemary and Mint Scalp & Hair Strengthening Oil
Thanks to a viral video on TikTok, sales of Mielle’s Rosemary & Mint Oil skyrocketed early in 2023, leaving empty spaces on retail shelves and out of stocks on e-commerce shopping platforms for months. Both rosemary and mint essential oils are known to increase blood circulation which allows for more oxygen to be carried to the scalp. Healthy hair starts with a healthy scalp. Although formulated to address the unique needs of Black women’s hair, the TikTok video drew the attention of women across the race spectrum claiming to have achieved amazing results.
Early 2023 was a banner year for Mielle. In addition to the significant increase in sales from this best-selling product, the company was sold to Procter & Gamble, with founder Monique Rodriguez, remaining at the helm as the company’s CEO. Mielle products can be found in almost every U.S. store where hair products are sold.