Women prefer more natural hairstyles with curls, coils or kinks, finds report

The COCOTIQUE Subscriber Survey found that 70% of 1,200 participants prefer more natural hairstyles with curls, coils and kinks.

The survey also found that 11% prefer a relaxed or protective style, while 6% like to straighten their hair. Only 2% women prefer locks.

COCOTIQUE is a beauty box subscription service. The firm also collaborated with HairRx Advanced Hair Care for the 2018 Women of Color Hair Care Report.

It was found that 84% of the surveyed women consider it important to be able to customise their haircare products, and 98% believe that haircare products should be paraben-free, sulfate-free and safe for chemically treated hair.

COCOTIQUE founder and CEO Dana Hill says: “Customisation is a strong trend in haircare, especially among women of colour.

“Women of colour have a wide range of textures and it’s difficult to determine what products work best for a particular texture. It’s important for companies to embrace and celebrate this uniqueness.

“Companies such as HairRx that offer options for customers to find products for their specific hair types and concerns will win in the marketplace.”

The report also found that 90% of women prefer a luxurious lather to a light lather in shampoo. With regard to scent, 39% prefer coconut, 22% like lavender, 16% prefer jasmine, 12% citrus and 10% chose vanilla.

The Co-CEO of HairRx’s parent company ProfilePro Ellen Langas said: “Respondents indicate a variety of preferences, which is why HairRx provides 165 formulations, each designed to address specific haircare goals.

“We invite customer feedback and utilise survey results to provide the ultimate customisation experience.”