How Brands Are Evolving to Meet Gen Z’s Haircare Needs
For decades, ethnic haircare has been an underserved market, with mainstream beauty brands often overlooking the unique needs of textured hair. The natural hair movement of the early 2000s sparked a shift. Black women and men globally began rejecting Eurocentric beauty standards and embracing their natural curls, coils, and kinks. Yet, the evolution of ethnic haircare is far from complete.
Gen Z is leading the next wave of change, demanding products that are not only effective but also inclusive, transparent, and tailored to their modern lifestyles. They are bold, experimental, and digital-first, turning to social media for tutorials, product recommendations, and authentic conversations around haircare. Unlike previous generations, they seek multi-functional products that nourish, style, and protect without compromising clean ingredients.
From Relaxers to Radical Self-Love: The Shift in Ethnic Haircare
The ethnic haircare industry has undergone a profound transformation. What was once dominated by chemical relaxers and heat-based styling has pivoted toward celebrating natural textures, thanks to years of advocacy around hair health.
This shift wasn’t just about aesthetics, self-acceptance, representation, and reclaiming identity. The demand for sulfate-free shampoos, deep moisture treatments, and curl-enhancing stylers soared as more people sought products that worked with their natural hair, rather than against it. At the same time, protective styles like braids, wigs, and twists became mainstream cultural staples and practical solutions for managing fragile natural hair. This required brands to develop products that support long-term hair health think leave-ins, nourishing oils, and lightweight gels that won’t cause buildup.
What Gen Z Wants: Ingredients, Versatility & Digital Conversations
Gen Z isn’t just looking for products that work; they’re looking for products that align with their
values. Three key trends define their haircare preferences:
Ingredient Transparency Harsh sulfates, silicones, and petrolatum-based formulas
are a thing of the past. Today’s consumers want products infused with natural oils,
butters, and proteins to nourish and strengthen their hair. Products like Creme of Nature’s
Pure Honey “Break Up Breakage” Leave-In Conditioner tap into this demand by blending
honey, coconut oil, and shea butter for deep hydration without the heaviness.
Multi-Functionality & Time-Saving – The fast-paced Gen Z lifestyle means haircare
needs to be effective yet effortless. They favour products that can hydrate, define, and
protect in one step—like the Creme of Nature Argan Oil Strength & Shine Leave-In
Conditioner, which offers heat protection, detangling, and moisture in a simple spritz.
Styling Freedom – Gen Z is all about versatility. One day, it’s a twist-out; the next, it’s a
sleek ponytail with edges laid to perfection. That’s why soft-hold gels and non-flaking
edge controls like Creme of Nature Perfect Edges are staples, giving them long-lasting
hold without stiffness.
Beyond the products, brands must also meet Gen Z where they are—online. Social media
platforms like TikTok and Instagram have become hubs for haircare education, with influencers
sharing tutorials, reviews, and DIY hacks. The thriving brands listen, engage, and co-create with
their audience rather than simply selling to them.
The Future of Ethnic Haircare: Where Do We Go from Here?
As we look ahead, the conversation around ethnic haircare will continue to evolve. The next
frontier is likely to focus on:
- Scalp health & holistic hair wellness – With hair health beginning at the scalp, we’ll
see a rise in products formulated with prebiotics, probiotics, and botanical extracts to
balance the scalp microbiome. - Personalisation—More brands will embrace customised haircare, allowing consumers
to build regimens based on their unique hair porosity, density, and styling habits. - Tech & Innovation – Expect more AI-driven hair analysis, augmented reality
consultations, and science-backed formulations tailored to textured hair needs.
Ultimately, representation in ethnic haircare matters—not just in the form of diverse models on
packaging but in the commitment to innovation, education, and community. Gen Z has made it
clear: They want products designed for them by people who genuinely understand their hair.
As brands continue to evolve, those who listen, adapt, and empower will shape the future of
textured hair care for generations to come.
Creme of Nature Argan Oil products are available from Clicks, Dis-Chem, Amazon, and Takealot.
