Treasure Tress Trend Report
12,000 respondents providE a deep understanding of our communities needs and wants
shop at independents

The hair care advice given (at many independant stores) isn't accurate, the lack of customer care when you enter the shops; being followed around like a criminal when you are looking for products.”

59% of Black British women shop at Independent retailers for hair products, compared to 18% of African American Women.

Black British Gen Z and Millennial women are the most likely of these generations to shop at Independents (57% / 61%), the African American Gen Z and Millennials are the least likely to shop at independent retailers (8%).

Much of my experience in these shops is steeped in anti-blackness. From being followed by staff because they assume I'm going to steal something; to walking past shelves of whitening creams and hair relaxers containing toxic chemicals. It was always a conflicting experience because there were few alternatives.”

Only 1% of Black British WOMEN BUY
haircare products at Supermarkets

Safe products for Afro hair should be more accessible and available for every black and mixed family in any place.”

Only 1% of Black British women buy haircare products at Supermarkets, compared to 35% of African American Women.

Globally, Black Women from Gen X generation are more likely to buy hair products from Major Retailers than Gen Z and Millennials.

Black British women spend
Black British women spend
£168m a year on hair products

Black British women spend £168M
a year
on hair products.

58% of Black British women buy hair products at least once a month,
compared to 61% African American Women, 52% ROW and 36% Black European Women.

Black British Women are the least likely across all groups to try another product from 
a brand after a negative experience
TT 2020 Trend Report Respondents
If you don’t like a product from a brand, how likely are you to try other products from that company?
By Region
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