According to the online beauty retailer, while Black British women spend six times more than their white counterparts on haircare, only 1% of them buy haircare products at supermarkets and 59% shop at independent stores. In their latest Black Hair Icons Report, Lookfantastic have analysed Google search and Instagram data to identify and celebrate the most popular Black haircare brands and products of 2022 that are making waves in the industry and helping people celebrate that beautiful crown on their head.
The most popular Black haircare brands of 2022
Analysing Google search, internal consumer and Instagram data, Lookfantastic has identified the following Black haircare brands as the most popular in 2022:
Shea Moisture, which offers an extensive range of affordable products that cater to all curl patterns and textures. The brand rakes in 27,100 monthly searches on Google alongside having 854,732 followers on Instagram.
Aveda, a brand that is not entirely focused on Black hair but provides products offering optimum nourishment for naturally textured hair with ingredients such as argan, jojoba and jasmine oil. The brand’s focus on haircare with an environmental responsibility, has helped it rise to fame and rake in a staggering 27,100 monthly searches on Google alongside a whopping following of 453,755 on Instagram.
Cantu comes in as the third most popular Black haircare brand with 12,100 people searching for the brand each month and an Instagram account which hosts a staggering 408,485 followers.
Moroccanoil, attracted 5,400 monthly searches alongside a whopping 597,637 followers in 2022. Founded by Carmen Tal in 2008, Moroccanoil is not solely targeted to natural hair, however, its use of argan oil as a hero ingredient and its signature scent have pioneered an immense love for the brand from Black hair.
Camille Rose completes the top 5 most popular Black haircare brands according to Lookfantastic. The brand rakes in 3,600 monthly searches alongside having 490,101 Instagram followers.
According to Lookfantastic, 93% of Black, Asian and multi-ethnic consumers believe brands have a responsibility to approach diversity and inclusion. Actually, data show that Black and multi-ethnic consumers are buying from a variety of haircare brands, not limited to Black-owned ones. “This shows the need for more diversity in the haircare market and marketing of smaller brands suited to natural hair,” said the online retailer.
The most searched for Black haircare products of 2022
Beyond the identification of brands people are loving in 2022, Lookfantastic has analysed Google search data to identify what are the hero products that people return to time after time again for Afro and Type 4 hair which requires deep hydration.
| Rank | Product | Average Monthly Search Volume |
|---|---|---|
| 1 | Moroccanoil Curl Defining Cream | 2400 |
| 2 | Satin Bonnet | 2400 |
| 3 | Moroccanoil Treatment Original | 480 |
| 4 | Shea Moisture Coconut & Hibiscus Curl Enhancing Smoothie | 320 |
| 5 | Curlsmith Curl Defining Styling Soufflé | 110 |
| 6 | Camille Rose Curl Love Moisture Milk | 50 |
| 7 | Devacurl Light Defining Gel | 40 |
| 8 | Boucléme Curl Defining Gel | 40 |
| 9 | Phillip Kingsley Elasticizer Intensive Treatment | 30 |
| 10 | Kératese Discipline Maskeratine | 20 |
As well as being one of the most popular brands of 2022, Moroccanoil has two products ranking in the top 10 most searched for Black haircare products. With 2,400 monthly searches, coming in at number one is the ‘Moroccanoil Curl Defining Cream’. It has surprisingly outranked its cult classic ancestor ‘Moroccanoil Treatment Original’ which comes in at number 3 this year, with 480 monthly searches. People are raving about the cream’s advanced technology that provides curl memory factors to create well-defined natural and bouncy curls that last. This is best suited for Type 4A hair.
‘Satin Bonnets’ come in at number 2 in the rankings. Thanks to TikTok, people have discovered the protective benefits of wearing them for Afro hair and they are a haircare must-have for anyone with type 4 or styled hair.
‘Shea Moisture’, ‘Curl Smith’, respectively Camille Rose and Boucléme’s star products also make the rankings. All infused with natural ingredients with simple practicalities and application, these are the go-to products of the year for Black haircare.
