Jamelia Donaldson, Founder of Treaure Tress, explains within the introduction that ‘The Untapped Opportunity in the Afro Haircare Market’ Whitepaper is a summary of early insights that they felt were useful to make public to begin to drive change in the industry sooner rather than later.
Treaure Tress describe themselves as ‘Europe’s first and largest natural hair product discovery box, where sisterhood connects over kinks and curls’; their 45,000-strong community engage with them through their monthly subscription service, events, social media and market research opportunities. Treasure Tress’s multi-channel approach with their community has resulted in the collation of ‘vast amounts’ of insights into preferences and frustrations when in the market for hair care products.
“We hope that this white paper can kickstart the conversation of how important hair care is to black women and how we can all better serve the community.” – Jamelia Donaldson, Founder of Treaure Tress
Key Findings from the report include:
- Black British women spend £168million per year on hair products;
59% of Black British women shop at Independent retailers for hair products, compared to 18% of African American Women;
- Only 1% of Black British women buy haircare products at Supermarkets, compared to 35% of African American Women.
Click here to find out more and to access the report.
