DevaCurl campaign 2015 DevaCurl campaign 2015
Bouclème curl set Bouclème curl set
Bouclème curl towel Bouclème curl towel

Preview: Curl Power

15 : 09 : 2015 Inclusive Beauty : Curly Hair : Sephora

US/Europe – Natural curls are being embraced on the catwalks and in stores.

  • Recent catwalk shows for men and women showed off natural, curly-haired models
  • ‘The days of ‘dealing with’ curls or ‘correcting’ them are over’ – Christopher Appleton, fashion week hair stylist

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.

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