US/GB: The top hair care and styling products used by curly and wavy-haired women
More and more women around the world have started embracing their natural curly and/or wavy hair in the aftermath of the pandemic.
With natural hair rapidly gaining favor, we take a look at how many women in the US and GB identify as being curly and/or wavy haired and how they care for and style their hair.
Less than one in five women in the US (17%) and one in ten women in GB (10%) describe their hair type as curly. A substantially larger proportion of women in both nations identify their hair as wavy (US, 31%; GB, 25%).
While more than a quarter of women (26%) in the US with curly and/or wavy hair are unlikely to use any hair care or styling products, slightly more women (28%) say that they use leave-in conditioner on a regular basis.
More than one in five of curly and/or wavy-haired American women (21%) use a variety of serums while 18% opt for hair oils and leave-in treatments.
Dry shampoo (14%), hair crème (10%), and hair masks (10%) round out the top ten hair styling products used by curly and/or wavy-haired women in the US.
Unlike in the US, curly and/or wavy-haired women in Great Britain are more likely to opt for fewer products and a simpler hair routine - with more than a third (33%) saying that they don’t use any hair care or styling products regularly.
The differences do not end there.
Serums (for anti-frizz, extra-shine, etc.) are more popular among women in GB with curly and/or wavy hair (27%) as are hair oils (19%), dry shampoo (15%) and hair masks (12%).
Despite being the top choice among American women, leave-in conditioners are used by less than a fifth of curly and/or wavy-haired women in GB (16%). Similarly, mousse (US, 17%; GB, 13%) and flexible hold hair spray (US, 16%; GB, 11%) are more popular is the US than Britain. Though straightening and heat protection creams and sprays (12%), and stiff hold hair sprays (9%) bring up the rear in GB, they do not make it to the top ten in the US.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for UK and US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
Discover more retail content here