Afro-Latina Consumers: Hair Care Needs In The United States

Understanding Similarities and Differences in needs, shopping behavior, patterns and preferences for the fastest growing population in the U.S.

Afro-Latina Hair Types

Many Afro Latina women have hair textures typically associated with African American
women. Although Afro-Latina hair is diverse, and comes in a range of textures and volumes, it is not unusual for Afro Latinas to have thick, coarse, and heavily textured hair.

Product Usage

On average, Afro-Latinas use a greater assortment of products for styling, as they use both products which are typically only used by African American consumers, as well as products rarely used by African American consumers. Most Afro-Latinas already shop in the multicultural haircare section for some of their haircare products.

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