LOCAL START-UPS INNOVATE IN ASIA’S HIJAB HAIRCARE, GCC MARKET STILL UNTAPPED
February 24th, 2022
Global haircare brands are starting to recognise a gap in the Muslim market as they launch products for hijab-wearing women and include them in marketing campaigns. L’Oréal’s Kérastase is the latest international brand to target this segment, having positioned its first anti-hair fall (loss) range, Genesis, to appeal to hijab-wearing women in Malaysia. Hijab wearing can promote poor hair quality, excessive pressure, and traction, all boosting hair loss. For instance, tightly wrapped hairstyles under the hijab may cause traction alopecia - a condition ...
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