Instead of “going natural,” a majority of women of color prefer to “keep it natural,” according to a new survey.

Seventy percent of the 1,200 women in the Cocotique Subscriber Survey responded that they prefer to wear their hair natural, which was defined as curly, coily, kinky or fro. Only 11 percent said they opted for relaxed or protective styles. While 6 percent prefer to straighten their hair with heat, and 2 percent prefer locs.

Survey: Women of Color Prefer Natural Hair, Customized Formulas

The findings highlight that many women, despite decades of the contrary, are embracing their natural features and looking for ways to accent them rather than de-emphasize their looks.

Cocotique, a deluxe beauty box subscription service for women of color and HairRx Advanced Hair Care, collaborated in the survey as part of the 2018 Women of Color Hair Care Report.

“Customization is a strong trend in hair care, especially among women of color,” Dana Hill, Cocoteque founder and CEO, said in a written statement. “Women of color have a wide range of textures and it’s difficult to determine which product works best for a particular texture. It’s important for companies to embrace and celebrate this uniqueness. Companies like HairRx, that offer options for customers to find products for their specific hair types and concerns, will win in the marketplace.”

Other report findings include:

90 percent prefer luxurious lather to light lather in shampoo.
When it comes to scent, 39 percent prefer coconut, 22 percent love lavender, 16 percent enjoy jasmine, 12 percent like citrus and 10 percent would choose vanilla.

“Respondents indicate a variety of preferences, which is why HairRx provides 165 formulations, each designed to address specific hair care goals,” says Ellen Langas, Co-CEO of ProfilePro LLC, parent company of HairRx. “We invite customer feedback and utilize survey results like to provide the ultimate customization experience.”

Founded in 2014 by Joe Segel (best known as the founder of QVC), and salon owner Jodi Dery, ProfilePro LLC is a pioneer in customized hair care. The ProfilePro family of brands includes HairRx Advanced Hair Care, Cloud 10 Customized Hair Care and ProfilePro Home Hair Salon sets. Visit www.hairrx.com and www.cloud10hair.com.