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been able to use their finances to more important projects that generate revenue for them and
their families at home (Omosigho 77-92).
Amid this shift, many hair stores have suffered losses and others closed down in the
recent years as a result of a fall in the market for relaxers (Omosigho 77-92). For example, in the
year 2014, hair care products sales in the United States hit $774 million. This was a 12%
increase from the year 2009. However, this trend has changed significantly. According to a
report by Mintel Company, by the year 2016, the sales of relaxers had declined to $131.8million
which represents only 18% of the total market value (Omosigho 77-92). This value translates to a
34% drop from the value that was in the year 2009. By the year 2019, it is estimated that the loss
of money from the hair stores will hit a 45% decline in the total market value. Owing to the fact
that there has been a sharp decline from the purchase of chemical relaxers, most African
American women in the U.S have entrenched their financial savings into gainful entrepreneurial
ventures while others have pursued investing in other relaxer alternatives (Omosigho 77-92).
The use of natural earth hair products entails development of a range of natural and
organic hair care products that are designed to give the natural hair a glamorous look (King 61-
82). Natural earth products are chemical free and hence those going natural experience a
different feeling in their championing their style.
To date, many natural hair styles have been exhibited. According to re-known hair
stylists, there are different ways through which natural hair can be maintained so as to appear
thinner and fuller (King 61-82). For example, using ones fingers instead of a comb after a blow
dry and conditioning the hair before applying a shampoo gives the hair more texture and makes it
appear full. In addressing shrinkage, women are advised to always allow the hair to dry after
