The Black Hair Icons Report: Top Trends, Products and Expert Tips
Although major retailers are increasingly stocking brands catering to Black hair, Black women struggle to find the specific products they need for their hair, with research finding that only 1% of Black British women buy haircare products at supermarkets and 59% shop at independent stores.
Without a full array of options available and a lack of mainstream conversations around Black hair, the trial and error of testing products comes at a cost with Black British women also spending six times more than their white counterparts on haircare.
MOST POPULAR BLACK HAIRCARE BRANDS
Commenting on the state of the industry, Janell Stephens, founder of Camille Rose says, ‘’I do see a positive shift in the industry. I have had many different retail stores, other brands and influencers reach out to me to be included in their marketing efforts. However, I do feel that there is more work that needs to be done. Minority owned brands need to be highlighted and featured on bigger platforms in the same manner as brands that are not minority owned. We need to be invited into decision making conversations about the industry.’’
Coming in at number one is Shea Moisture, the brand that attracted a huge TikTok audience during lockdown and now rakes in an incredible 27,100 monthly searches on Google alongside having 854,732 followers on Instagram.
With a history that dates back to 1912, Shea Moisture is a beauty brand for shoppers looking for hair products that focus on natural goodness and no-nonsense ingredients. The original Shea Moisture product, Shea Butter, was sold back in 1912 by co-founder, Richelieu Dennis’, Grandmother in Sierra Leone. Now, the brand offers an extensive range of affordable products that cater to all curl patterns and textures which are sure to revitalise, hydrate and strengthen your hair with the love and belief in the wisdom of age-old recipes and traditions.
The second most popular haircare brand that appeared in Black hair searches is Aveda, a range of products made from 98% naturally derived ingredients crafted to help intensify naturally textured hair while keeping it healthy and frizz-free. 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. Although not entirely focused on Black hair, its use of ingredients such as argan, jojoba and jasmine oil provide optimum nourishment for naturally textured hair and is a brand to have on your haircare radar.
Whilst a huge 12,100 people search for the brand each month, the love the brand and its celebration of natural hair lies in its Instagram which hosts a staggering 408,485 followers. Afro and textured hair needs adequate moisture to keep it in optimum health and Cantu, with its products enriched with Shea Butter and nourishing ingredients suited for natural hair is the go to to quench your curl’s thirst.
Founded by Carmen Tal in 2008 after discovering the magic of argan oil on her travels following a fateful hair appointment, the revolutionary Morrocanoil remains one of the most popular Black haircare brands in 2022, attracting 5,400 monthly searches alongside a whopping 597,637 followers. Although the brand is not solely targeted to natural hair, its use of that hero ingredient, argan oil, and its signature scent has pioneered an immense love for the brand from Black hair. Its use of the highest-quality ingredients and versatile functions make it a go-to for Black haircare which strengthens, repairs, protects and even reduces drying time.
Completing the top 5 most popular Black haircare brands is Camille Rose, the clean beauty range that now rakes in an incredible 3,600 monthly searches alongside having 490,101 Instagram followers, but stays true to its humble beginnings.
At a time when the natural hair industry was just starting out, Janell Stephens, founder of Camille Rose, was in her kitchen brewing concoctions with natural ingredients and gourmet blends to treat her children’s eczema and natural curls that are now the benchmark of the Camille Rose brand and loved by thousands. Stephen’s philosophy is, “whatever you put on your body should be good enough to put in it,” and the brand’s decadent hair jelly,Curl Maker, is a perfect example of this. Made with marshmallow and agave extract, it's a bona fide remedy for smoothing and defining curly, textured and afro hair.
The Top 10 Most Popular Black Haircare Brands of 2022
| Rank | Brand | No. of Average Monthly Google Searches | Brand Instagram Followers |
| 1 | Shea Moisture | 27,100 | 854,732 |
| 2 | Aveda | 27,100 | 453,755 |
| 3 | Cantu | 12,100 | 408,485 |
| 4 | Moroccanoil | 5,400 | 597,637 |
| 5 | Camille Rose | 3,600 | 490,101 |
| 6 | Bumble and Bumble | 8,100 | 352,386 |
| 7 | Mielle Organics | 1,600 | 902,770 |
| 8 | Devacurl | 1,900 | 565,750 |
| 9 | Curlsmith | 5,400 | 284,987 |
| 10 | Ouidad | 27,000 | 125,387 |
FINDING YOUR CURL TYPE
What are Curl Types?
Why is it important to know what hair texture we have?
How do you classify different curls?
How to examine which curl type you have?
What are the Type 4 categories to identify in Afro-hair and how do you care for them?
TYPE 4A: Known as the type 4 texture that flaunts a more visible curl pattern, type 4A hair features small and tight coils in a visible S pattern. Look to Megan Thee Stallion’s type 4A texture here, it looks coarse, but is actually delicate and can be dense, stringy, wiry or fine.
How to care:Type 4A hair mainly struggles with dryness as its distinctive coils make it difficult for the scalp’s natural oils to travel down the length of the hair. So daily moisturising is key and avoiding hair products with sulphates and parabens which can strip away your hair’s natural oils. A leave-in conditioner is great for 4A hair - it will hydrate the hair and once rinsed out will not weigh down your curls.
TYPE 4B:Unlike other curly textures that have a defined shape, Type 4B hair is in a class of its own. These strands have a 'Z' shaped pattern that tends to bend in sharp angles instead of curling.
How to care: Due to the tightness of the coils in 4B hair, it is even drier than type 4A hair meaning your hair is extra prone to shrinkage and breakage. You’ll need to load your hair up with products that'll hydrate, define, and stretch your curls without weighing them down (think: leave-in masks, cleansing conditioners, and lightweight oils). 4B hair also benefits from hydrating serums that’ll lock moisture in and downplay tangles for less breakage and more defined curls.
Image Credit: Instagram / Lupita Nyong'o
TYPE 4C: 4C textures are similar to 4B textures, but the tightly-coiled strands are more fragile and have a very tight zig-zag pattern that is sometimes indiscernible to the eye. Due to the ultra-tight curl pattern, type 4c coils interweave easily to form knots and snarls. These densely packed strands are also prone to the greatest amount of shrinkage with less definition.
How to care:This coil doesn’t easily retain moisture or absorb product so applying too much of a waxy or thick hydrating cream can leave a white, gritty film. Instead, opt for rich moisturising hair masks with lighter ingredients like argan oil. Doing so leads to less frizz and more shine.
MOST POPULAR BLACK HAIRCARE PRODUCTS
The most popular Black haircare product of 2022 is none other than the Moroccanoil Curl Defining Cream, the all-in-one product that activates curls and fights frizz. Raking in an incredible 2,400 monthly searches, it has surprisingly outranked its cult classic ancestor Moroccanoil Treatment Original. People are raving about its advanced technology that provides curl memory factors to create well-defined natural looking, bouncy curls that last, topped off with its signature scent that TikTok and reviewers mouth-water over.
What It Is: A weightless styling cream for waves and curls
What It Does: Hydrates and defines waves and curls
Who It's For: Type 4A hair and anyone who wants a conditioning treatment.
Price: £25.45
It’s not just ingredients and products that are central to Black haircare. With a similar 2,400 monthly searches on Google, satin bonnets also make the rankings for the most popular Black haircare products of 2022. They can be worn by people with all hair types, but are particularly beneficial for those with curly and Afro hair. They will prevent matting and breakage, and most importantly, make the hairstyles that you spend so much time on last much longer. Bonnets are also hugely popular due to the repellent nature of satin which allows natural oils and moistures to live on the hair.
What It Is: A satin bonnet
What It Does: Prevents matting, breakage and preserves protective hairstyles
Who It's For: Anyone with type 4 or styled hair.
Price: £30.00
What It Is: A multi-purpose treatment that can be used on damp or dry hair
What It Does: Speeds up drying time, tames frizz and flyaways, repairs split ends, hydrates and restores shine
Who It's For: Anyone with Type 4 or dry, frizzy and dull hair.
Price: £32.85
It's a triumph for Moroccanoil who has two products ranking in the top 10 most searched for Black hair products of 2022. Shea Moisture, Curl Smith, 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.
| 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 |
MOST PINNED HAIRSTYLES
Cornrows
Seen on A-listers like Zendaya, Zoë Kravitz and Keke Palmer, cornrows are the most popular hair trend of 2022, with the look gaining an impressive 5,732 pins on Pinterest and an average 27,100 monthly Google searches. From classic straight-back and elegant updos to zig-zag and ponytails, there are countless ways to wear the versatile look - hence its popularity. Not only are they drop dead gorgeous, but they are a great protective style to wear that can last up to 2-8 weeks, making them a low-maintenance choice that removes having to apply heat to your every day which can cause damage.
Fulani Braids
When it comes to braids, there are hundreds of options, but the most popular braids of 2022 are Fulani braids. Originating from the Fulani people of Africa, the style incorporates a mixture of cornrow and box braids, making them a unique and creative protective style. From Beyoncé and Solange to Rihanna and Alicia Keys, celebs have celebrated the cultural history of Fulani braids on the red carpet and if you haven’t tried this versatile braid, you definitely should. The look has raked in 3,607 pins on Pinterest alongside 8,100 monthly searches on Google. Lasting four to six weeks, you can get playful with the style by adding colours, beads and extensions.
Flat Twists
With 4,987 pins on Pinterest alongside raking in 880 average monthly searches, flat twists are the third most popular Black hair style of 2022. A combination of two-strand twists and cornrows, flat twists are popular for minimising manipulation of the hair and being an ideal protective style for both natural and relaxed textures. From ponytail and mohawk flat twists to pineapple and low bun flat twists, the style is great to play around with and since it involves just two intertwined strands, they are a go-to for beginners or those working on their own hair.
Faux Locs
The fourth most popular Black hair style is faux locs, the look that Rihanna’s role as Nine Ball in Ocean’s 8 reminded us of how chic the style can be. Faux locs are basically commitment-free dreads that act as a great protective style where extensions are loc’d - not your real hair. They’re a huge hit on Pinterest, with the style gaining 2,724 pins alongside 8,100 monthly searches on Google.
| Rank | Style | Pinterest Pins | Average Monthly Search Volume |
| 1 | Cornrows | 5732 | 27,100 |
| 2 | Fulani Braids | 3607 | 8,100 |
| 3 | Flat Twists | 4987 | 880 |
| 4 | Faux Locs | 2724 | 8,100 |
| 5 | Lemonade Braids | 2647 | 6,600 |
| 6 | Twist-Out | 2800 | 1,000 |
| 7 | Headwraps | 3531 | 320 |
| 8 | Feed-In Braids | 3516 | 3,600 |
| 9 | Ghana Braids | 2258 | 2,400 |
| 10 | Braid-Out Style | 4427 | 20 |
BIGGEST CELEBRITY BLACK HAIR ICONS
Zendaya
From her start on Shake It Up to her breathtaking performance as Rue in Euphoria, there’s no denying Zendaya’s acting has us on the edge of our seats. But it’s her signature hairstyles that people can’t get enough of. Each month, 320 people search for the ‘Zendaya hairstyles’ alongside 1,273 people pinning her gorgeous styles for inspo. Whether she’s rocking her natural curls or switching things up with a wig, she gives us endless inspiration and often discusses the importance of embracing your natural hair.
SZA
After the ethereal sound of her voice, the single most mesmerising thing about singer SZA is her hair and its iconic inspiration. With 3,354 pins, the star has the most pinned hair of 2022 and her voluminous mane has a triumphant story of its own. After falling ill as a teenager, she lost all her hair from medication side effects, and her wild natural curls have been a badge of honour ever since. She swears by co-washing, meaning washing without a shampoo, and just using a conditioner and coconut oil followed by a rinse with lukewarm instead of hot water which strips hair of all the moisture.
Rihanna
Riri is a hair chameleon. There isn’t a colour, style, length or curl pattern that this hair icon hasn’t tried - and hasn’t been copied by the masses. 1,000 people search for the star’s hair each month alone and she has influenced some of the biggest hair trends over the years. From her 2009 lacquered quiff and shaved sides, to her iconic red hair, braids and pixie cuts, Rihanna seems to be able to pull off any style out there and is a true Black hair icon who reminds us of the versatility and fun we can have with our hair.
The Top 10 Biggest Black Hair Icons
| Rank | Celebrity | Average Monthly Search Volume for ‘celebrity’ + ‘hairstyles’ | Average Number of Pins per post |
| 1 | Zendaya | 320 | 1273 |
| 2 | SZA | 40 | 3354 |
| 3 | Rihanna | 1,000 | 405 |
| 4 | Yara Shahidi | 90 | 353 |
| 5< | Alicia Keys | 120 | 247 |
| 6 | Oprah Winfrey | 30 | 658 |
| 7 | Beyoncé | 260 | 238 |
| 8 | Issa Rae | 90 | 146 |
| 9 | Gabrielle Union | 50 | 144 |
| 10 | Tyra Banks | 30 | 215 |
BRANDS & INFLUENCERS SHARE EXPERT TIPS & TRICKS
When it comes to choosing a hairstyle and looking after your hair, it’s so useful to have some tips and tricks up your sleeve to help you out. We sat down with Jemima, influencer and haircare enthusiast, who shares her top tips to consider implementing into your haircare routine.
- Go for Protective Styles
- Find your inspiration!
“When choosing a style or looking for haircare tips, chatting with friends about hair, exploring social media or watching YouTube is a great way to get some inspiration. Personally Temi Otedolaand Tobi Ojoraare my go-tos for inspiration on various protective styles and hair trends. They are always experimenting with new styles and colours, they truly motivate me to explore different styles and be more experimental with my hair.”
- Use a sulphate and silicone-free shampoo
- Embrace your hair!
Hair will always grow back! So don’t hesitate to cut it and start over as many times as you want. Experiment with different styles and colours, try not to concern yourself with what others may think. EMBRACE your culture and just go for it!”
THE VOICES BEHIND THE BRANDS
We sat down with Janell Stephens, Founder of Camille Rose and Michelle Scott-Lynch, Founder of Boucléme to see what goes into making a brand and what inspires them.
Janell Stephens, Founder of Camille Rose
Michelle Scott-Lynch, Founder of Boucléme
As a beauty obsessive, I'm always trialling and testing new, exciting brands and product discoveries. With over 6 years' experience in beauty writing, including freelancing on the Net-A-Porter beauty desk, I have lots of useful beauty hacks, tips and tricks to share. I’m constantly seeking the latest hair products to make my curls ultra-bouncy and defined. The Cantu Coconut Curling Creme is my Holy Grail! My lipstick collection is always expanding – and my favourite lip product of the moment has to be a nude lipgloss for the ultimate everyday look.
