Texture Gap Report Reveals Forgotten Hair Texture

Published 22nd Jun 2023 by Sian Jones

Award-winning entrepreneur and textured hair expert, Winnie Awa has introduced The Texture Gap Report, a ground-breaking report that dives into the intricacies of the Type 4 textured hair consumer.

The comprehensive analysis is an urgent call to recognise and explore beauty’s forgotten hair texture, what this community needs and the obstacles standing between them and their hair goals. With the release of this report, Winnie urges the industry to consider it the ultimate blueprint on understanding and serving the Type 4 consumer.

The data indicates that Type 4 hair demands a unique approach that cannot be met through a one-size-fits-all solution. Recent conversations within this community have surged, with Type 4 consumers growing by an astonishing 62%—eight times more than other hair types, highlighting a glaring disparity in the care available for this consumer group.

The Texture Gap is borne out of Carra, an AI-driven hair health platform dedicated to textured hair. Carra’s domain knowledge, gleaned from the hair diagnostic completed by the community, is layered with an analysis of web and social media conversations globally over the last five years, mapping millions of data points (over 10 million data points, in fact) focused specifically on textured hair. Surpassing the limitations of traditional surveys, this approach offers real-world insight into the true behaviours and conversations of this underserved consumer group.

The textured hair consumer is not a monolith and in fact when turning the lens specifically on ‘Type 4 hair’, we see a very unique hair texture with a diverse set of features. The state of the industry has had a profound effect on consumers’ psychology, and in turn how they relate to brands, services or retailers which claim to support their needs. Type 4 needs are high, and according to the report “The tighter the texture, the higher the likelihood of multiple concerns. 60% of Type 4 have four or more concerns, compared to 35% of Type 2.”

Devised for beauty industry leaders, brand decision makers and formulators looking to create culturally-relevant products – this report serves to shine a spotlight on the Type 4 hair consumer, in the hope it delivers the data to create the products that are not only deserved, but expected.

“I hope this report whips up an innovation frenzy, I would like to see a 360-degree change with inclusivity bedded in from the start. From the product ideation, creation and testing process, the supply chain, the campaigns and finally through to the products hitting the shelf. I hope it helps everyone with tight, rich and luscious coils feel seen, catered for and represented,” adds Winnie.

Sian Jones

Sian Jones

Published 22nd Jun 2023

Sian is Editor Modern Barber and Deputy Editor Hairdressers Journal International. She has over ten years’ experience writing for print publications covering Youth & Children, TV & Entertainment and Lifestyle. Sian graduated with a degree in journalism, and whilst studying was nominated for the Guardian Digital Journalist of the Year award in 2011.

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