The signal: The natural hair movement is well, a movement. Since the term started taking off in 2010, people have continued to search for queries like “natural hair,” but also for commerce-based queries like “hair products for natural hair.”

Over time, the Subreddit r/naturalhair has grown to an impressive 30k followers, growing exponentially since inception (with a particularly strong uptick in 2019).

Source: Subredditstats