Carra's "The Texture Gap" Report Spotlights the Miseducation Around the Type 4 Hair Consumer
Founder Winnie Awa is changing the narrative around how brands can best serve the community of those with the tightest curl pattern.
Thanks to social media, the natural hair movement has been a viral phenomenon on the internet in recent years — however, even with the passing of the CROWN Act, type 4 hair which is the densest and tightest curl patterns of all hair types, has yet to be fully acknowledged or catered to as opposed to other hair types.
Winnie Awa, founder of Carra, a U.K.-based hair health platform aims to change the narrative around textured hair with her inaugural “The Texture Gap” report. Awa knows that the textured hair consumer, specifically those with Type 4 hair tends to have multiple concerns when it comes to the brands, services or retailers that claim to support their needs. “The tighter the texture, the higher the likelihood of multiple concerns. 60% of Type 4 have four or more concerns, compared to 35% of Type 2.” Awa says in a press release.
The report was curated as a point of information for haircare providers, brand decision makers and formulators looking to create culturally-relevant products and would like to reach the Type 4 hair consumer. Awa’s hope of the report is that the data is used to create products that are not only deserved but expected. “I hope this report whips up an innovation frenzy. I would like to see a 360-degree change with inclusivity bedded in from the start,” Awa states. “From the product ideation, creation and testing process, the supply chain, the campaigns and finally through to the products hitting the shelf. I hope it helps everyone with tight, rich, and luscious coils feel seen, cared for, and represented.”
The Texture Gap can be found on the Carra website.
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