“Natural hair has been a movement for several years. What we’re seeing now is a confirmation that this is a lifestyle that is very important to a lot of women,” says Cyntelia Abrams, marketing coordinator for Design Essentials, an Atlanta-based hair-care company that commissioned a 2010 study on the popularity of natural hair.
The number of black women who say they do not use products to chemically relax or straighten their hair jumped to 36% in 2011, up from 26% in 2010, according to a report by Mintel, a consumer spending and market research firm. Sales of relaxer kits dropped by 17% between 2006 and 2011, according to Mintel
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