On the sidelines of last week's in-cosmetics Barcelona, CosmeticsDesign.com USA caught up with Kline's Vera Sandarova to discuss the steadily evolving sector.
Sandarova is a marketing manager with the firm, responsible for building awareness around its' research, and delivered a presentation on the topic at the show.
During our chat, Vera revealed that natural products are popular with ethnic consumers, and that hair care within the sector is moving away from the likes of chemical relaxers.
The marketing manager also discussed new interesting products catering to this trend, like relaxers derived from natural ingredients.
And the best approach to cater to this trend? Tune in to hear what Vera has to say...