Many people across the Western Asia and North Africa regions wear head coverings in one way or another as a sign of faith, status, modesty, mourning, or tradition. Others have what seems like mythically long, smooth, and lustrous locks of the richest hues that is don no headpiece. For either option, these consumers have thick strands with varying densities. So, What are they looking for in hair care products?
Low-maintenance, holistic rituals.
For many of these consumers, their routines have consisted of basic shampooing and oiling (the process of coating and combing through oil on dry hair, followed by a cold rinse, to restore essential oils) as a pre and post shampoo process. As this routine is minimal but highly regarded, products that are multi-functional with recognizable ingredients are how to capture these consumers.
Protective Styling of Strands for Shape
Hair is often styled in braids to ensure nourishment and protect strands. Aiding in shape retention without heat is an ideal product for when releasing braids or heatless curlers.
Start with ingredients that provide light moisturization, prevent static and frizz to help to keep hair manageable and most importantly healthy. Consider also ingredients that allow for Vegan and Halal Claims.