GONE are the days when Afros were part of the "Soul Sister" subculture. Sales of chemical hair relaxers are showing a steep decline as more black women are embracing their natural manes.
Even international hair brand ambassador and award-winning style star Minnie Dlamini sports a thick natural head of hair when she is not wearing a weave.
A new report from global marketing research group Mintel shows that natural hair might be the new normal in ethnic haircare. According to the report, the US relaxer segment will reach $152-million (R1.52-billion) this year, down from $206-million in 2008.
Mintel's research also found that in the past year, 70% of black women say they currently wear or have worn their natural hair, meaning that they haven't used any chemical relaxers or had perms.