MEN: A Deep dive into the Multicultural males styling, purchasing and grooming habits. (update)

THE MULTICULTURAL MEN’S HAIRCARE SEGMENT APPEARS TO BE COMING OUT OF A PERIOD OF GROWTH, HAVING PREVIOUSLY LED THE TOTAL MARKET. THE SEGMENT HAS BEEN EXPERIENCING A RECENT DECLINE IN BOTH THE HAIRCARE AND GROOMING SPACE.

OVERALL, 72% OF AFRICAN AMERICAN AND MULTIRACIAL MEN REPORT USING HAIR AND GROOMING PRODUCTS AT HOME. THEY ARE MOST LIKELY TO USE HAIR CLEANSING AND GENERAL MAINTENANCE PRODUCTS, SKIN CARE AND
FACIAL HAIR/SHAVING PRODUCTS, AND STYLING PRODUCTS.

THEIR HAIR NEEDS AND PRODUCT CHOICES ARE LINKED TO THEIR CHOSEN HAIRSTYLES, WHICH MAY REFLECT THEIR PERSONALITY, OR BE INFLUENCED BY THEIR AGE AND HAIR CONDITION (PARTICULARLY BALDING OR THINNING HAIR).