African Diaspora: Understanding Global Textured Haircare Needs and Opportunities

In contemporary African society and the global African diaspora, hair continues to symbolize cultural pride and identity. With the resurgence of the natural hair movement, many individuals have embraced their natural hair textures and promoted products that cater specifically to African hair. From festivals celebrating Afro hair to social media platforms showcasing traditional and modern African hairstyles, hair has become a powerful symbol of resistance, pride, and self-love.

For those in the African diaspora—particularly in the Americas, Europe, South America, and Canada—hair carries additional layers of significance. Due to historical factors such as colonialism, the transatlantic slave trade, and systemic racism, African hair—especially kinky, coily, and curly textures—has often been stigmatized or devalued. As a result, hair has become a means of resistance and empowerment for many individuals of African descent across the diaspora.

In terms of hair needs, Moisture and hydration are the core needs for respondents across all regions except Africa; here the key hair need is growth. Consumers in the UK have the greatest number of hair needs and unmet needs. This report takes a deep dive into the entire African Diaspora while conveying key opportunities for brands and retailers.