Starting Treasure Tress, I struggled to find data that allowed me to understand the size of the UK Black hair care market. Instinct and experience taught me that the product discovery process was broken for women with Afro and curly hair in the UK.
As a result of this I based my early research for the business on consumer reports about African American Women, their hair habits and consumer behaviour and extrapolated this information to the UK market. This was of course, no true science as insights from the US and did not always truly reflect the challenges and opportunities which I knew existed here in the UK, and across wider Europe. So I was left with no choice but to build with one hunch and customer at a time.
Six years on we continue to serve a community of over 45,000 customers and hair enthusiasts in the UK, Europe and beyond.
We continue to empower Black women by providing a quality hair care and product discovery experience, while for brands and retailers creating and maintaining an open and honest feedback loop. We’ve spent years building a large and opinionated community with unique perspectives, yet many still feel unheard.
We’re proud that our long established presence in the UK and Europe has given us a sample group of over 12,000 respondents providing deeper understanding of our communities needs and wants backed by data and behavioral analysis.
This white paper, features expert perspectives on the consumer insights from Global panel providing vast experience in retail, distribution, research, marketing and community building. Alongside our leading voices, we have contributions from Joycelyn Mate, co-founder of Afrocenchix, Seyi Falodun-Liburd of We Level Up #NoMoreLyes, Anita Lusuardi of AfroAni and Sharmadean Reid of Beauty Stack.
A key theme of this paper is showing that Black women are not monolith, highlighting the importance of nuance and why regional differences exist.
Not only do we hope this white paper and upcoming trend report drive actionable insights to the brands and retailers serving Black women, but is also able to provide budding entrepreneurs in the community the foundation to help us better serve the community.