We’ve been formulating for textured hair for over 30 years and as the ethnic hair care industry evolves, we’re seeing clear trends that are shaping the future and we’re here for it.
1. Ingredient-Led Formulations Are Winning
Consumers are prioritising clean, purposeful ingredients. Products featuring baobab oil, castor oil and avocado oil are in high demand, not just for their natural appeal, but because they work. Scalp health, hair growth and moisture retention remain top concerns, and formulas that deliver on both are leading the pack.
2. The Rise of Customisation
Textured hair isn’t one-size-fits-all and neither are the routines. We’re seeing a growing preference for mix-and-match systems, like leave-ins that pair with oils, or curl definers tailored to specific curl patterns. Education is key here, which is why we offer guidance and routine-building tools.
3. Protective Styling Drives Product Demand
With more people embracing braids, twists, locs and wigs, products that support these styles from braid sprays to edge control gels and scalp oils are seeing consistent growth. There’s a strong focus on maintaining hair health underneath, not just styling the surface.
4. Retail Is Getting More Inclusive
Big retailers are finally catching up, giving more shelf space to ethnic hair care. But online still leads in product discovery, with social media playing a major role. Brands that connect well digitally with real tutorials, reviews and community engagement are getting ahead.
At M&M Cosmetics, these trends aren’t just data points they’re daily conversations. We’re proud to stay ahead by listening, adapting, and formulating with purpose.
