Bridging the gap in the textured hair care market

Dow believes everyone deserves good hair days. So, Dow collaborated with their employees with highly textured hair, Dow’s Global African Affinity Network (GAAN), and technical experts to understand consumers’ barriers in the textured hair care industry and connect this market gap with the broader societal issues. The outcome was a set of six unique formulations designed to provide superior benefits to highly textured hair.

Partnering with internal employees and technical experts revealed how chemistry and employee network groups (ERGs) such as Dow’s Global African Affinity Network (GAAN) can work together to deliver high-performance hair solutions. These solutions not only provide visible benefits but ease the everyday routines and lifestyle frustrations that consumers with highly textured hair face.

A look at the textured hair care market The highly textured hair market segment has been underserved for many years. 82% of Black American women identify their natural hair texture as type 3A to 4C, and 60% of the world’s population have textured hair.¹ Black consumers spend nine times more on hair care products than non-black consumers.²