New Focus on Curly Hair in Retail

by POPSUGAR Beauty 3

For years, the hair care industry gave short shrift to women with curly hair, but in the last couple of years that's been changing. Now even mass market outlets like Target are starting their own curl-centric sections.

Why the shift now, though? Industry experts attribute the change to the ever-dwindling number of women who are relaxing their hair. The numbers are actually expected to decline another 23 percent by next year, which suggests more women are embracing their natural texture. Of course, there's always the money angle, too; ladies with ringlets have been underserved, and now the industry recognizes that its lopsided view was neglecting a lot of profitable heads of hair. Look for retailers like Target, Sephora, and HSN to unfurl their curls over the next few months.