Deep Cover: The Undercover Natural. An Exploration of Protective Styling

Although natural, she usually prefers not to wear her hair in its natural curl pattern, often choosing protective (or wigs or straight) styles instead. She loves her hair and cares about its health. Her styling choices are a combination of aesthetic, practical, and benefit considerations.

Undercover Natural consumers are moderately invested in their hair and prioritize hair health over other considerations like appearance. This factors into the overall health of hair reported by Undercover Naturals in comparison to other segments, with 63% stating their hair is extremely or mostly health, compared to 51% among other segments.

Undercover Naturals continue to be conscious of their hair health when it comes to protecting the hair underneath wigs or weaves. A quarter state they pay MORE attention to their hair when it is covered, while half state they maintain the same level of care regardless.