This document discusses trends in the ethnic hair care market and formulation solutions. It provides market data showing growth in the Black population and spending power in the US, driving opportunities in ethnic hair care. Consumer data found high usage of styling products among Black consumers. The document outlines ethnic hair types and care routines, and provides examples of natural and relaxed hair care products targeting these markets. It discusses opportunities in multi-cultural beauty and lists leading ethnic hair care companies.

1. Creating value, growing together
Ethnic Hair Care market Trends &
Formulation Solutions

2. Creating value, growing together
Value Proposition
Glenn, an Azelis Americas company, provides
comprehensive service through the delivery of
specialty chemical solutions for the formulation of
Personal Care and Home Care & Industrial Cleaning
products. Our super-regional footprint accompanied by
our technical competence and our optimized marketing
engine exemplify our value-added standards to both
our supplier partners and customers.

3. Creating value, growing together
1. Market Data
2. Consumer Data
3. Ethnic Hair Types and Routines
4. Product Examples
Ethnic Hair Care market Trends
& Formulation Solutions

4. 4
Growing Economic Opportunity Justifies Product
Development
• Greater Black population rise vs.
Whites: the population of Black
consumers in the US is expected to
rise 5% between 2015 and 2020 vs.
2.8% for White.
• Black spending power: projected
to increase to $1.4 trillion by 2020,
which would make their spending
power in terms of GDP as large as
Mexico (only $320 million in 1990).
• Experimenting with different
hair/fashion styles: important to
37% of Black women (vs. 14% of
men) – boding well for hair styling
products.
• Usage: styling products are used by
51% of Black consumers (May 2014)
rising to 67% of women.
Sources: Mintel and Atlanta black star

5. Creating value, growing together
1. Market Data
2. Consumer Data
3. Ethnic Hair Types and Routines
4. Product Examples
Ethnic Hair Care market Trends
& Formulation Solutions

6. 6
• In the Black haircare category, styling
products saw the greatest gain of
26.8% between 2013 and 2015 (est.) –
in contrast to stagnant hair styling sales
in the overall US haircare market.
• There was an 18.6% fall for relaxer
sales, an 18.3% increase for shampoo, a
9.8% increase for conditioner and a
1.6% increase for home hair colour.
• The fashion for more natural afro
hairstyles (vs. straight / relaxed) is
arguably driving sales of styling
products as a natural look for curly/afro
hair often requires consumers to add a
few more products to their daily routine.
Targeting Black consumers: US styling product
sales rise by biggest share
Source: Mintel Reports, Black Consumers and Haircare - US - August 2015
Madam C.J. Walker Beauty
Culture Frizz Fighting
Coconut & Moringa Oils
26.8%
Styling
products
increased
18.6%
Relaxers
sales fell
Africa’s Best

7. 7
• Consistent with their high engagement in the haircare category,
Black haircare users report above-average interest in many new
products such as scalp treatments (69%), lightweight hair oils
(63%) and hair fragrance (56%).
Targeting Black consumers: interest in scalp
treatments, light oils, fragrance
Source: Mintel Reports, Black Consumers and Haircare - US - August 2015; Base: 1,893 internet users aged 18+ who use haircare products
Scalp treatments Lightweight hair oils Hair fragrances
All
Black
53%
69%
49%
63%
47%
56%
Interest in select new products, by race, January 2015

8. 8
Hair Treatments Lead in Ethnic Hair Product
Launches in NA (2013-July 2016)
Hair
Treatments
, 47.17%
Hair Styling,
33.96%
Shampoo,
11.32%
Conditioner,
7.55%
Moisturising
/ Hydrating
Botanical/H
erbal
Leave-In
Brightening /
Illuminating
Ethical -
Animal
Organic
Friendly
Package
Damaged HairTime/Speed
Ethnic Hair
Treatment Claims
Strong influence of natural and moisturizing
claims in ethnic hair treatments
Sources: Mintel

9. 9
US, new product launches of shampoos,
conditioners and styling products, % by ingredient-
related claims, Jan 2013-July 2016
Natural and moisturizing claims in shampoos, conditioners and
styling products are highly relevant in the ethnic hair care
market
Sources: Mintel
86% 38%
Moisturizing/
hydrating
93% 57%
Botanical/
herbal
39% 7%
Mineral Oil/
Pertroleum free
68% 32%
Paraben
free
25% 14%
No Additives/
preservatives
46% 28%
Sulphate/
Sulfate free
Ethnic hair care products All hair care products

10. 10
Nourishing Needs are Top Priority
42% of Black
consumers have
tried or would be
interested in
trying anti-aging
hair care
products
30% of Black
consumers have
used or are
interested in hair
care products
that treat
baldness and
thinning
Consumer facts:
Hair treatments
(rinse-off and
leave-on)
Conditioning
shampoos
Cleansing
conditioners
Less damaging
relaxing systems
Generating
market
opportunity for:
Driving the need
for:
Dry scalp
prevention
Increased
moisturization
and elasticity
39% of consumers think that cleansing
conditioners are good for occasional
use, 34% that they work as well as
traditional hair-washing products,
33% that they are less damaging
than traditional shampoo and 32% that
they make hairstyles last longer.
Source: Mintel

11. 11
Conditioners Evolve, Regular Shampoos Slip
Source: Mintel
Regular shampoo usage dips slightly
85% of respondents in the US indicate using shampoo (January 2016)
– a small fall on the 89% in 2015 – arguably linked to consumers
washing hair less frequently.
Overall usage of regular conditioner stands at a steady 63%
of US consumers (January 2016) – rising to 76% of women
and falling to 48% of men.
17% of US respondents indicated using cleansing
conditioners which provide a gentler wash; men are as likely
as women to report usage (16% vs. 18%); and men who use
hair care products are also more likely than women to say that
they occasionally replace their shampoo with a conditioner
(18% vs. 12%).

12. 12
Trend Toward Natural Hair Styles
67% of Black
women and 77%
of Black consumers
overall wore a
natural hairstyle in
2013
Over half (51%) of
Black consumers
report using styling
products compared
to one third (34%)
of consumers
overall
Consumer facts:
Generating
market
opportunity for:
Intensive
conditioners
styling products
Dry Shampoos
Driving the need
for:
Curl control –
predominant
concern
Prevention of hair
breakage caused
by simple, daily
grooming
Frizz control
Source: Mintel
12% of consumers used dry
shampoos in 2016 (a fifth
among Hispanics) compared to
9% in 2015.

13. 13
Opportunities in Multi-Cultural Beauty
• Cultural shift in beauty ideals
• Embracing cultural identity
• Large, mixed race population in NA
• Opportunity to extend product development beyond ethnicity to
cater to common needs among broader consumer groups
• This opens up the opportunity for “specialty” brands to move to
mass channels with products effective for curly, wavy and generally
unruly hair
Ethnic
hair
Curly hair
Hispanic
Caucasian
Pacific islander
Multicultural
market

14. 14
Top Ethnic Hair Care Companies by Product
Launches in NA (2014 – Aug 2016)
Source: Mintel
0 5 10 15 20 25
Carol's Daughter Product
Sundial Brands
SoftSheen-Carson
Curls
Advanced Beauty
Miss Jessie's
Mizani
Beautyge
Black Onyx World
Andre Walker Hair
Sundial Brands
• Madam C.J. Walker (Styling
and Treatments)
SoftSheen-Carson
• SoftSheen-Carson Dark &
Lovely (Treatment)
Curls
• Curls (Styling)
Brand & Top Products

15. 15
Exciting Companies for Inspiration
A collection of handmade hair and
skin products
• Whether providing natural
or handmade products,
these three brands provide
consumers with innovated
and intriguing products to
satisfy an entire hair care
regimen

16. Creating value, growing together
1. Market Data
2. Consumer Data
3. Ethnic Hair Types and Routines
4. Product Examples
Ethnic Hair Care market Trends
& Formulation Solutions

17. 17 Source: naturallycurly.com, Evonik Research
Curl Pattern
Shows the amount of
wave or curl in the hair
Well-defined, springy,
copious curls from
bouncy ringlets to tight
corkscrews
Needs
Porosity
Ability to absorb and hold
moisture by how tightly the
cuticle scales adhere to the
surface of the hair shaft
High: The curlier the hair, the more areas of
discontinuity in the cuticle layer. Coily has fewer
cuticle layers, less protection from the damage
inflicted by combing, brushing, curling, blow-
drying and straightening
Frizz reduction,
deep moisturizing,
conditioning during
the washing
process to help
restore the hair to a
more manageable
porosity level
Tight curls, kinky, or
very tightly curled
Density
How closely individual
strands of hair are packed
together on the scalp.
Determines hair volume
Higher for Coily hair. Lots of strands densely
packed together. Hair is voluminous
Curly with medium density:
Enhance the hair’s texture
and play up volume
Coily with high density:
Hold the curls and reduce
volume
Sebum Sebum migration to the hair shaft is very low and
not evenly distributed due to the large diameter
and tight curvature along the hair fibers
Remove excess oils without
stripping hair of its natural
oils and sebum. Nurture
the dry scalp
Growth Slow growing, at less than 0.9 cm a month Nourishing
Curly CoilyManaging
Hair
Textures

18. 18
Formulate products that meet
consumers’ natural hair care regimens!
Maintain and beautify natural curls
Sulfate-Free
With moisturizing
properties
1. Shampoo
Every 5-7 days
Use of conditioner
instead of shampoo to
clean the hair.
Opportunity for
Cleansing Conditioners!
2. Co-wash for
dry hair
Replenishing masks, oils, creams,
scalp care balms
3. Deep Conditioning
Twice a month
Detanglers, sprays, creams
4. Leave-in Conditioner
After every wash
Sprays for curl definition/shine,
moisturizing gels, hair polish and
freeze control serums, heat
protectants, curl friendly foams,
moisturizing balms
5. Styling

19. 19
“Naturalista” Growing, but
Straighter Styles Remain in
Demand
Formulate products to restore and
nourish treated hair
Lightweight
naturally-derived
oils, repair tonics
1. Day Care
Lightweight moisturizer
2. Night Care
Pre-shampoo treatment, shampoo or
cleansing conditioner and deep
conditioning treatment
3. Weekly
Serum to protect the hair from heat
Sheen-moisture and/or styling sprays
with natural oils and/or silicones
Scalp massage treatment
Treatment/Styling hybrid products
4. Styling & Nutritional Support

20. 20
The Hair Relaxer Mechanism
The cortex (the inner layer responsible
for the strength of hair) is usually
shown as one unit but actually consists
of several fibres (known as fibrils)
which are neatly and tightly packed
together.
Relaxing process:
Swelling of the cortex which happens
when the relaxer separates the bonds
within the proteins of the fibrils
Supercontraction where the broken bonds
essentially realign themselves into a
configuration that allows the hair to be
straight instead of curly
Issues:
Weakened cortex due to expansion and
bond breaking
Cuticle damage by lifting, increase in
porosity
Source: naturalista.com

21. 21
A Friendlier Approach to Relaxers
1. Straightening crème: with coconut, avocado and olive oils
2. Two part activator system: Once combined, the pH rises to effectively to straighten the
hair. The natural oils in the relaxer creme are alive and present at the point of
activation, allowing the coconut, avocado & olive oils to penetrate the cuticle of the
hair shaft
3. Sulfate-Free Shampoo
4. Plant-derived conditioning treatment and oil

22. Creating value, growing together
1. Market Data
2. Consumer Data
3. Ethnic Hair Types and Routines
4. Product Examples
Ethnic Hair Care market Trends
& Formulation Solutions

23. 23
Hair Maintenance: Dry Shampoo
Marketing Claims:
A translucent dry shampoo designed to blend with all hair colors
without leaving any powdery residue.
Safe for keratin-treated hair, the cruelty-free product is suitable for all
hair textures and is free from sulphates, parabens and gluten.
Ingredients:
isobutane, alcohol denat., dimethylimidazolidinone rice starch,
Solanum tuberosum (potato) starch, butane, aluminum starch
octenylsuccinate, volcanic ash, Macadamia ternifolia
(macadamia) seed oil, Argania spinosa (argan) kernel oil,
Hedychium coronarium (ginger) root extract, Mangifera indica
(mango) fruit extract, Actinidia chinensis (kiwi) fruit extract,
Passiflora incarnata (passion flower) extract, Aloe barbadensis
(aloe vera) leaf extract, panthenol, tocopheryl acetate, silica,
benzoic acid, sorbic acid, water (aqua), ethylhexyl
methoxycinnamate, fragrance (parfum), chlorphenesin,
phenoxyethanol, eugenol, hexyl cinnamal, linalool, benzyl
salicylate
Macadamia
Professional
$25

24. 24
Hair Maintenance: Dry Conditioners
Marketing Claims:
Weightlessly condition tresses
with an antioxidant-packed
dry formulation that will
never dampen a style.
The product is suitable for all
hair types, including colour,
keratin and Brazillian treated
hair, has not been tested on
animals, and is free from
animal derived ingredients,
parabens, sulfates,
phthalates, sodium chloride
and artificial colours.
Ingredients:
butane, SD alcohol 40-B,
propane, diisopropyl
adipate, PEG-8 dimethicone,
panthenol, butylene glycol,
quaternium-91, cetrimonium
methosulfate, cetearyl
alcohol, fragrance,
Hippophae rhamnoides (sea
buckthorn) extract, water
Amika
Obliphica
$10

25. 25
Hair Styling: Enhancing the natural look
Marketing Claims:
Designed to stop frizz,
add shine, shape and seal
in curls for leave-in
conditioning with no build
up.
Dries soft and adds shine
with no flaking.
It is free from parabens,
animal testing or harmful
ingredients for humans or
the environment.Taliah Waajid
$7.91
Ingredients:
water (aqua), glycerine,
polyquaternium-10, PEG-
14M, polyquaternium-37,
polysorbate 20, Achillea
millefolium (yarrow)
extract, Ziziphus joazeiro
(jual) bark extract, Citrus
medica limonum (lemon)
fruit extract, caprylyl
glycol, phenoxyethanol,
fragrance (parfum)

26. 26
Hair Styling: Edge Control
• Although this category is still niche, it posts growing opportunities for product
development
Creme of Nature Argan Oil
The product is said to provide perfect
hold without hardening, an exotic
shine and make hair stronger thanks
to its non-greasy, non-sticky, non-
flaking formula infused with Moroccan
argan oil, rich in fatty acids and
essential nutrients.
Ingredients:
aqua (water), ceteareth 25, propylene
glycol, PEG-7 glyceryl cocoate, glycerin,
oleth-20, PEG-25 hydrogenated castor oil,
polysorbate 60, Prunus amygdalus dulcis
(sweet almond) oil, Argania spinosa kernel
oil, Rosmarinus officinalis (rosemary) leaf
oil, hydrolyzed wheat protein PG-propyl
silanetriol, keratin amino acids, parfum
(fragrance), hydroxyisohexyl 3-cyclohexene
carboxaldehyde, phenoxyethanol,
methylparaben, ethylparaben, CI 19140
(yellow 5), CI 17200 (red 33)

27. 27
Hair Treatment: Enhancing the natural look
Madam C.J.
Walker Beauty
Culture Frizz
Fighting
$26
Marketing Claims:
Said to block humidity for a
frizz-free finish on wavy and
curly styles.
Described as a nourishing
and moisturizing oil to
protect curls and featuring a
fast-absorbing, lightweight
multi-tasking formula to help
maintain curl definition and
healthy shine.
Designed to be used as a
leave-in or pre-shampoo
treatment.
Ingredients:
capric/caprylic
triglycerides (coconut oil
derived), fragrance
(essential oil blend)

28. 28
Co-Washing = Conditioner-Only-Washing!
Marketing Claims:
Low-lather formula cleanses like a shampoo.
For dry, damaged, curly, coarse, or colored
hair.
Ingredients:
Water, Stearyl Alcohol, Cetyl Alcohol,
Stearamidopropyl Dimethylamine,
Glutamic Acid, Fragrance, Dimethicone,
Phenoxyethanol, Benzyl Alcohol, Zinc
Pyrithione, Citric Acid, Sodium Chloride,
Panthenol, Panthenyl Ethyl Ether, Prunus
Amygdalus Dulcis (Sweet Almond) Oil,
Methylchloroisothiazolinone,
Methylisothiazolinone
Pantene
$6.99 – Mass Market

29. 29
Transitioning Products: Back to natural
• Products to transition from chemically
relaxed hair to natural hair managing and
styling these two very different textures
– Moisturize new natural growth
– Replenish relaxed hair
– Prevent frizz
– Fortify and hydrate dull, lifeless curls
Leave-in treatment and styling hybrid for
texture management.
water, glycerin, Ricinus communis (castor) seed oil, acetylated lanolin, Crambe
abyssinica seed oil, hydrogenated castor oil, Triticum vulgare (wheat) germ oil,
glyceryl stearate, PEG-100 stearate, fragrance, ceteareth-20, PEG-8 dilaurate, stearyl
alcohol, DMDM hydantoin, carbomer, aminomethyl propanol, panthenol,
Butyrospermum parkii (shea) butter, Theobroma cacao (cocoa) seed butter, disodium
EDTA, hydrolyzed keratin, butane, iodopropynyl butylcarbamate, sodium chloride,
phenoxyethanol, potassium sorbate

30. 30
“To Build Unwavering Customer Loyalty”
We accomplish through:
Developing long-term customer and supplier relationships by
providing innovative solutions to meet the formulating and production
needs of our customers.
Employing a leading team of technical sales people, supported by an
exceptional service organization.
Demonstrating the highest level of integrity in every transaction to
the mutual benefit of our customers, suppliers and employees.
Mission Statement

31. Creating value, growing together
glenncorp.com
300 Jefferson Blvd.
Warwick, RI 02888
(p): (888) 453 6267