A women’s hair journey comes with its fair share of exciting discoveries, trial and error and plenty of roadblocks. And if you describe your hair as textured, there’s also the added element of an ever-growing (and evolving) natural hair community, which is as rich as it is overwhelming.
On any given day, you can type something as simple as “type 4 hair products” into your search browser and land on product roundups, YouTube tutorials and written testimonials that sometimes contradict each other and leave you just as confused as you were in the beginning. There’s also the adventure that is actually taking the plunge and buying a product.
In 2018, we’ve graduated from shopping exclusively at our local beauty supplies to more mainstream destinations that are finally prioritizing the needs of Black people, who, according to the report “Black Dollars Matter: The Sales Impact of Black Consumers,” are responsible for $1.2 trillion in annual purchases.
Unsurprisingly, Target is leading the charge in doing more than preaching inclusivity. Over the past couple of years, we’ve watched the department store make over its beauty section to resemble a one-stop shop for naturalistas that covers every aspect of our hair care routine. There are cleansers and co-washes, conditioners and hot-oil treatments and, more important, an accurate representation of brands both mainstream and indie.
Sure, we love seeing our go-to staples like Carol’s Daughter and SheaMoisture, but were it not for an added effort to spotlight other Black-owned brands, we would have never discovered up-and-comers like The Doux. So before we chuck the deuces to 2018 and usher in a new year, get familiar with just 20 of the best, top-rated natural hair products sitting pretty on Target shelves.
Originally posted on StyleCaster.