There is a renewed interest in natural hair.  It's obvious that wearing Afro textured hair is greener than chemically relaxing the hair every 6-8 weeks.  Women are evaluating the risk involved with chemical processing.   According to Mintel--international market research firm, L'OREAL USA and Alberto Culver Company account for 1/3 of the mass market black hair care industry and have reported sale declines.  This drop in sales may be a direct reflection of:

A) Increased awareness of adverse effects such as, alopecia, breakage, permanent papilla damage and various bacterial diseases; therefore, More African Women are being proactive in educating themselves and reclaiming their roots.

B). the increasing number of Black owned hair care companies who formulate products for AFRO TEXURED HAIR worn in its natural state.

C) Green benefits.  We live in a whole food culture.  With products from the earth like coconut butter, aloe vera, and honey, who wants to put ammonium thio on top of their brain?