Black Beauty Pacesetters (2025 Innovation Update)

SSI looks at the colossal growth and social importance of the black beauty industry. The black beauty industry is where many trends, styles and products are born as well as the starting place of many revolutionary breakthroughs in the beauty industry, We also dissect category pacesetters: What products have been introduced within the past 12 months, how are they performing, what we can expect and lastly what are the opportunity gaps?

There has been an increase in product experimentation across most product categories and at the overall level (57%). Haircare experimentation rises slightly in 2024 with 53% stating they love to experiment with haircare products (47% in 2024). Consumers are most inclined to experiment with new hair tools/accessories (62%) and cosmetics (63%). The only category which sees a decline from 2024 is facial skincare products, which drop 2 percentage points from 45% to 43%. 76% of AA/MR consumers feel excited about the innovation they are seeing in hair and beauty. However, a smaller proportion (21%) are somewhat skeptical, indicating a belief that there is no real innovation, and everything has been done before.

55% have heard about innovative or exciting NEW products or brands in the past 12 months. They were most likely to report hearing of new haircare and facial skincare products/brands, but some also reported being aware of innovative new hand/body skincare, cosmetics or hair tool/accessories products. Consumers are most interested in seeing innovation relating to natural/non-chemical straightening products. When asked about their ideal new hair or beauty product innovations, most consumers talked about haircare innovations they would like to see. Their ideal new products were focused on better addressing existing hair needs including:

• Moisture, growth, repair and hair health
• Styling and texture management
• Frizz, detangling, and scalp care
• Solving multiple needs at once