New Hair Care Products And Brands Force Old-School Brands We Grew Up With To Make Big Changes

March 3, 2015  |  


New hair care brands are giving our old cabinet standbys a run for their money. Literally. The popularity of small, kitchen-made products and boutique brands has forced the masterminds behind big hair care brands to rethink their plan for creating and promoting new products. But do newer brands really have the power to choke-out large, well-known brands with a legacy? I don’t think so, but I do think healthy competition is a good thing in the hair care market.

Traditional brands realize they’re losing a part of their market share to new brands available on the Internet and in department stores. These new brands appeal to a buyer with better discernment who realizes she has more options. There are many products to choose from now, and you can look at the sprawling ethnic and curly hair care aisles in Target for proof of that. The best part of this change is that Black women now realize that we’re running the hair care market. We determine what products are successful. We are running it. We don’t have to buy petroleum-based products if we don’t want to buy them. And best of all, we don’t have to go to beauty supply stores and get treated poorly. We can type in a few keywords online, order a great product from another Black woman and figure out what does and doesn’t work for our locks.

Established companies must step their game up to meet the demands of this new consumer mindset. These big brands can’t keep coming with the same cheap re-packaged products and think that we’re going to continue to spend our money with them. We know we can choose to buy a great conditioner at a local craft fair and or try a new moisturizer that is YouTube hair guru approved. We have more alternatives and we aren’t forced to buy terrible or potentially harmful products anymore. And if the options we do have don’t appease us, we can create our own concoctions in the kitchen.

I think women these days look at brands we grew up using as inferior. For example, we might think that women who still grease their scalps with pink oil are unenlightened. We know a little bit more now, and have more access, so we’re inclined to make better purchase decisions because there are more options. But we can also that power to resurrect a granny-esque product. Just look at Blue Magic hair grease challenges and growth testimonials. Competition in the market doesn’t always have to hurt old-school brands, but it does push them to update their product lines.

Buying Black beauty brands both big and small creates healthy competition. Businesses, and Black women in general, are finally realizing that we are the number one spenders when it comes to hair care and hairdressing, and we’re starting to realize the power in those numbers and statistics. We’re not this homogeneous group that blindly supports one company. Diversifying how we spend money on hair care is good for the market and good for us in general.

New hair care companies are giving these bigger brands a run for their money, and you know what? I’m perfectly fine with it, and you should be too. We have the power in our purses to choose what we like and make business owners listen. We buy what’s right for us, and if a big brand doesn’t want to listen, then it’s on to the next, and we’re taking our dollars with us.

LaKrishia believes every woman has the power to choose her own adventure. She writes about creativity, lifestyle and big ideas at

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