My 4C Hair: Deep dive on the most common (and potentially most challenging) hair type amongst African American women

4C is the most common hair type for African American women, with an estimated third of AA women identifying their hair as 4C. It is also arguably the most challenging to care for and has unique needs and requirements.

Understanding the 4C Consumer and Her Hair Needs

Consumers do not always enjoy their 4C hair. While just over half say that they like or love their hair, a considerable proportion are just resigned to it, and around 16% actively dislike, or even hate having 4C hair. One of the biggest complaints with 4C hair is that it is difficult to manage, which is a sentiment  shared even by many of those who feel positively about their hair type. Other common complaints include tangles and detangling, and styling difficulties.

Styling and Product Usage

The hair styling choices of 4C consumers are largely driven by convenience and ease, although aesthetics also play a role. Braids are the most popular styling choice as they offer hair protection, reduce styling and maintenance, and once installed are easy to care for  and long lasting.