Scalp Care Natural Latina consumers share some of

Latina consumers share some of the same challenges as African American consumers

with a significant drop-off in 2024

It is also arguably the most challenging to care for and has unique needs and requirements

Haircare experimentation rises slightly in 2024 with 53% stating they love to experiment with haircare products (47% in 2024)

Scalp Care Natural Latina consumers share some ofScalp Health Many women experience scalp concerns, or take steps to maintain their scalp health. Overall, two thirds of qualifying respondents indicated that their scalp is very, or mostly, healthy however one third described their scalp as moderately or very unhealthy. Scalp Care Routines and Needs Most commonly consumers indicated that their scalp care routine forms part of their regular hair regimen, however around 1 in 5 have a standalone scalp