Rihanna's Fenty Hair, Beyoncé's Cécred and France's La Belle Bouclé are among the curly hair brands topping Instagram's 10 trendiest hair care brands.
Data from Mintoiro shows that brands catering to natural and curly hair types are seeing soaring momentum on Instagram, among them high-powered newcomers like Rihanna’s“Compared to the crowdedness of skin care and makeup, there’s a lot of space in hair care,” said Jennifer Carlsson, founder of Mintoiro. “It’s a market where people are actively looking for new products and better products — finding a niche within that is definitely possible.
While the current dominance of Fenty Hair and Cécred is indeed fueled by their novelty and of-the-moment celebrity founders, that they both target underserved consumers with diverse hair types could be a key to securing the kind of longevity that evades many celebrity-founded brands. “Whether momentum persists will depend on how much they keep innovating,” said Carlsson, pointing to Tracee Ellis Ross’ Pattern Beauty as example of a celebrity-founded brand that excels at having both a highly visible founder and a steady stream of solution-oriented product. Ditto Taraji P. Henson’s 2020-founded TBH by Taraji brand, which emphasizes scalp care and is positioned more in the masstige sector.
“It’s hair care that caters to Black hair, and is fronted and founded by a Black woman versus a corporation,” continued Carlsson, who anticipates the prestige sector will “see further growth at the hands of that curly, coily hair care umbrella over the next year.”. We use vendors that may also process your information to help provide our services.
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