Over the weekend I attended a raffle night during which they raffled off a whole basket of natural hair care products. I’m talking probably $150 worth of products and it was one of the most popular baskets. Sadly, I didn’t win but the person who did should have luscious curls for months! But I digress..
$2.51 billion dollars is how lucrative the black and natural haircare industry is because these products specifically cater to the unique needs of individuals with natural hair. This reasoning is both what drives price discrimination, which is emerging a major issue, and why price discrimination is so problematic.
Ultimately, the matter is not whether women of color will pay for the products; it’s a question of how much they should be paying for these products.
What is price discrimination in the context of black haircare?
Price discrimination refers to the practice of charging different prices to different customers for the same product or service. In the case of black haircare, this often means that products specifically formulated for curly, coily, and kinky hair are priced higher than those designed for straight hair.
This difference in pricing is something that I haven’t always paid attention to because I typically frequented stylists who did my hair for me and as a self-proclaimed “lazy natural” I didn’t do my hair outside of my bi-weekly appointments. It wasn’t until I decided to start doing my girls’ hair that I needed to buy hair products from the store.
Wanting to buy the correct, I read reviews, watched videos, and read labels. Every product recommended was tailored to natural hair. However, natural hair products cost, at a minimum, $10 dollars for just a few ounces of product. With four girls and myself I started to think about the costs adding up, so I looked for products that were equivalent for straight hair thinking maybe if I used them a certain way they’d work for my hair.
In the end, I chose to use products specifically for natural hair because that seemed wise, but I couldn’t forget the price differences.
At the time, I chalked the differences in price up to use of higher quality materials or a different manufacturing process, but why would a company offer inferior products for straight hair? It doesn’t make sense. What does make sense is the opportunity for higher profit and the understanding that women of color are willing to pay big bucks for products that protect their hair. Is this right, though? Some people think not.
“New research powered by Black-owned hair subscription company Treasure Tress confirms that there is a "hidden texture tax" in products aimed at Black women, meaning that products for naturally textured hair are more expensive per unit and used more frequently and in greater quantities than products aimed at straight hair.”
Why does price discrimination occur in the black haircare industry?
One of the main reasons for price discrimination in the black haircare industry is the lack of competition and representation. With fewer brands catering specifically to textured hair, consumers have limited options and are often forced to pay higher prices for products that meet their needs.
This type of discrimination can have a significant impact on consumers, both financially and emotionally as higher prices for essential products can create a financial burden, making it difficult for individuals to afford the products they need to care for their hair properly. Additionally, the practice can also contribute to feelings of exclusion and marginalization within the beauty industry.
What can be done to address price discrimination in black haircare?
The passing of The CROWN Act, which aims to end discrimination against natural hair, is proof that changes are already being made.
“The CROWN Act, which stands for “Creating a Respectful and Open World for Natural Hair,” is a law that prohibits race-based hair discrimination, which is the denial of employment and educational opportunities because of hair texture or protective hairstyles including braids, locs, twists or bantu knots.”
Further, addressing price discrimination in the black haircare industry requires a multi-faceted approach. This includes advocating for more diversity and representation in the beauty industry, supporting black-owned brands, and raising awareness about the issue. We can also make informed choices by researching brands that prioritize inclusivity and fair pricing practices.
By working together to address price discrimination in the black haircare industry, we can create a more equitable and inclusive beauty landscape for all individuals, regardless of their hair type or ethnicity.
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