US/Europe – Natural curls are being embraced on the catwalks and in stores.
As the beauty market moves to become more inclusive, curls are coming into their own. Whereas once curly-haired people were relegated to the sidelines or encouraged to straighten their kinks, the natural wave is now a coveted look.
Both men and women showed off untamed curls on the catwalks of autumn/winter 2015 and spring/summer 2016, and mainstream retailers such as Sephora are stocking more niche brands to cater for a growing market.
The Big Picture: For more on how the beauty world has embraced Curl Power, read our microtrend.