What Modern Day Hair Companies Learn from Black Hair Care Entrepreneurs: A Historical Marketing Analysis

Department

Department of Marketing and Supply Chain Management

Document Type

Oral Presentation

Publication Date

4-17-2026

Abstract

Throughout history, Black hair care entrepreneurs have applied evolving marketing strategies to provide hair care products to a market with evolving needs influenced by social and cultural environmental changes. With evolving Black hair care needs – for relaxed, curly, and natural styles, home manufactured and mass produced products are sought after to enhance one’s cultural viewpoint and address concerns about Black hair care ingredients and illness. This research examines the stories of successful Black hair care entrepreneurs throughout history whose marketing techniques are used as a foundation for modern-day hair care companies, products, and services. The research project employs primary and secondary research techniques. A historical review is built on biographical data and a contemporary analysis is included via an interview of a leading beauty products company. Through descriptions of exemplars of Black hair care entrepreneurs, the research elaborates on the use of evolving marketing techniques to meet consumer demand for quality products and services. Furthermore, the research provides insights about of Black history, Black entrepreneurship and Black hair care throughout the 21 st century. In addition, this research answers the question of why are certain hair care products are selected and proudly used by Black consumers.

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