There are two trends present in the ethnic hair care market in Africa. First of all, the middle class is rising in the region and women have more disposable income to allocate to beauty and personal care products. At the same time, more African women are embracing their natural hair - hair that has not been chemically treated. The mindset towards natural hair is changing, especially among the younger generation of African women. As a result, companies should consider that African consumers are not a homogeneous group and a one size fits all kind of approach can not be used.