Black adult women in the UK account for 10% of hair care spending – although they make up only 2% of the UK adult population.
TreasureTress has revealed a hidden ‘texture tax’, as well as other issues, in their new report, ‘Phillippa, has loosely coiled hair and uses TreasureTress, a hair product discovery platform for women with natural afro hair. She says she could easily spend £45 in one hair shop while looking for appropriate care products.
Phillippa believes there’s ‘not enough variety’ in mainstream shops, which means she has to fork out on higher priced products. Her friends feel the same too. Multi-ethnic consumers spend £42 million a month on hair care, and yet it’s still difficult to find affordable and accessible products. Corinne, from north London, says she has to travel ‘far’ from home in order to access somewhere selling the right products for her kinky curly hair – which is telling: even as Londoner, the search is hard.The study found products for naturally textured hair are more expensive and are used more frequently than products for those with straight hair – this results in an increased cost to the consumer.
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