Finding hair products for textured hair can be a complex process. There’s a method to find the right formula for your hair. Sometimes, after researching the right product, you can walk into your local beauty store just for it not to be there. Sally Beauty is making an effort to do something about it.

The company recently unveiled its newly expanded textured hair planogram. It’s launched exclusive products from brands like Mielle Organics, Kiss, Uncle Funky’s Daughter and more. This allows more shoppers with curly and coily hair to make Sally Beauty their one stop shop. The feedback on the expansion further cemented the great decision. 

“Now this is what we need!!, “one LinkedIn user commented.

Another shared the testament of the amount of difficulty there is when shopping for products,

“This is fantastic – I’ll definitely be shopping at Sally’s more now that there’s a dedicated space for curl care. Finding consistent stores to shop for curly hair is a pain,” she said.

21Ninety talked to Sally Beauty team members Senait Tzegai, Associate Category Manager of Textured Hair Care and Maryann Herskowitz, Group Vice President, to discuss this transformational initiative.

Sally Beauty’s Role In Textured Haircare

21Ninety: What history does Sally Beauty have regarding textured hair care?ally Beauty have when it comes to textured hair care?

Maryann Herskowitz: Sally Beauty has a long history as a textured hair product destination. We continue to build by increasing our offering and accessibility to meet our consumers where they are. Sally Beauty is proud to share that our assortment includes 56 Black-owned or founded brands. 

We carry well-loved national brands like Mielle Organics, The Doux, Camille Rose Naturals, Kaleidoscope, KISS, Estyle, TGIN, and our most recent addition, Uncle Funky’s Daughter. We also offer exclusive brands consumers can’t find anywhere else, such as Silk Elements and Textured ID. In addition to expanding our range of products, we increased distribution so consumers can discover textured hair care in more stores nationwide to better support their ever-changing needs. 

21N: Senait, what role did you play in Sally Beauty’s textured hair care expansion?

Senait Tzegai: As a merchandising team, we are focused on supporting consumers with the latest products from top brands, including products they can’t get anywhere else. 

With our textured hair expansion, we worked diligently to revamp our offering to include new innovations, trending products, and the most popular brands we know our consumers will love. We added five new scalp care products from our exclusive brands, Silk Elements and Textured ID. As our assortment increased, we knew we needed to improve our in-store experience to maximize visibility and simplify shopping. 

An Inclusive Line of Products

21N: Why is now the best time for this expansion?

ST: Our textured hair offering is a priority year-round. As we continue to see individuals embracing natural hair, we wanted to increase our assortment and accessibility. We know options can be limited, especially for those with type 3-4 hair, so we want to mitigate that for our textured hair consumers. 

21n: Typically, when Black women think of “beauty supply stores,” they think of local shops with a large variety of products for low prices. Is Sally Beauty attempting to be a competitor in that realm? Is Sally Beauty attempting to be a competitor in that realm?

MH: Sally Beauty recognizes that African American and Hispanic consumers typically over index in beauty and personal care spending habits. To continue being a leading destination for textured hair care consumers, we always look for the latest brands and products to support their needs. 

Sally Beauty was the first retail distributor for well-known brands such as Mielle Organics and The Mane Choice. Through our Cultivate Accelerator Program, launched in 2018, we continue supporting emerging brands while offering the beauty community the latest innovation. Through this impactful program, we brought brands like Juices & Botanics and LUXXI, the first Black-owned nail brand sold at Sally Beauty, to consumers. 

21N: What can consumers expect from Sally Beauty regarding products for Black women’s hair in the future?

MH: Consumers can expect Sally Beauty to continue diversifying and expanding our assortment to better address the specific needs of all textured hair types with the latest brands and product innovations.