Good Hair, the 2009 documentary by comedian Chris Rock, spotlighted the business of black hair, particularly the use of relaxers, weaves and hair extensions. Elements of his documentary ring true in South Africa, the dominant market on the continent for hair care products. According to researchers, black women are willing to spend at least double the amount on hair and beauty products that white women do.
According to estimates from Euromonitor International, the Middle East and Africa hair care market alone was valued at $4.2 billion in 2013.
Zeenat Ebrahim, a senior analyst at Euromonitor, sees huge potential for the hair care market in Africa.
“Multi-national players, for example, in various locations in Africa are increasing their marketing in advertising budgets,” Ebrahim explained, “this is really influencing consumer choice… the likes of hair conditioning products, these products are once again, increasingly appealing, especially because new product development with extra value is allowing consumers to have affordable and salon-like treatment at home.”