Around 70% of the global population has wavy, curly, or coily hair — but they are still a highly underserved demographic with care, styles and products.

We first wrote about natural hair in 2020, when the r/NaturalHair subreddit had 30k subscribers; it’s since ballooned to 200k+. Other online communities that share advice for textured hair are also soaring.

The few product options out there are being met with high demand (e.g., the recently launched Curlsmith, which has 500k+ site visits/mo., per Similarweb).

Searches are from a diverse range of locations including the Netherlands, Australia, France, US, and the UK (Source: Google Trends)