The trend toward keeping hair natural rather than chemically straightening, braiding it or wearing extensions has pushed ingredient suppliers to develop actives that enhance and protect natural hair. These actives also need to care for the scalp and encourage healthy hair growth. The Ethnic hair care market remains a lucrative market not only in South Africa but in Africa. According to Euromonitor International the value of the wet hair products sold in South Africa, Nigeria and Cameroon currently exceeds R12 billion with South Africa's market for wet and dry hair care believed to be worth an estimated R4.5 billion.
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