The rising popularity of curly hair care and styling products ensures curly hair is going from frizzy to fabulous
Words by Sakshi Dhingra
When Aadya first set foot in a salon to have a professional work on her curly hair, she was surprised at the hesitation she sensed, with all too many people recommending she instead get her hair straightened. “I’ve always had people make fun of my curly hair. One guy even told me it looked like noodles resting on my head! I’ve given up on salons, and instead learnt how to take care of it myself.
Aadya isn’t alone in facing these woes. As much as 60% of the global population has curly hair, but Indians just prefer straight hair as a look, with as much as 87% of Indians surveyed preferring long, straight hair on women. With India’s hair care market projected to generate a revenue of US$3.06bn in 2024 as per Statista, there’s a major market opportunity waiting to be unlocked. And Aadya and many more like her are enjoying the benefits of a slew of products being launched to cater to those who’d rather stay curled up.
Curls are more than just hair textures; they represent the untamed aspect of being free-spirited. If you’ve noticed, it’s a curly hair wave that has taken over bloggers, as seen in a video guide on how to obtain the perfect ringlets. Even coiling techniques or a basic crunch are gaining attention, and there are special salons that have created an IP for getting your curls corrected. For example, Mumbai has two very popular salons: Happy in the Head by Avani Shah ( Bandra) and Alchemic Beauty by Isha Mahabal ( Mulund) who have clients that swear by them.
The cosmetic industry, particularly when it comes to curl products, is booming more than ever. From startups like Curl Co, Fix My Curls, Ash:ba, Arata, curl up, Manetain, True Frog, and Curlvana to seasoned brands like Dove, Loreal, B:blunt, and Tony&Guys, all have at least one series of curl products with a method of use ranging from shampoo, conditioning, mask, leave-in, Serums and curling gel. Even if these items weren’t enough, they have developed curl washes, hair cleansers, and curl combs, also promoting using a cleansing shampoo twice a week as part of your hair care regimen. Back in the day, one of the first brands to come up with curl regime were Marc Antony and Bed Head by TIGI when it came to international markets.
Behind every curl is a fascinating story of genetics, chemistry, and physics, and as professionals and brands better understand the science behind curly hair, from the shape of the hair follicle to the role of moisture and elasticity, it has spawned a quiet revolution of users that are gaining a deeper appreciation for its natural beauty.
One thing is clear: curls are more than just a hairstyle – they’re a symbol of self-expression, resilience, and authenticity. Whether you’re rocking a tight afro or tousled waves, your curls are a testament to your unique identity, and a shining example of the beauty of diversity.
