HUE, which stands for Hair Unites Everyone, is a beauty and lifestyle consumer event with a mission to amplify the voices and impact of startups, small Black-owned businesses, and brands that cater to the needs of Black beauty enthusiasts and consumers. On Saturday, May 18th, 2024, The Hue Affair celebrated its 8th anniversary at the Metropolitan Pavilion, featuring a plethora of multicultural brands spanning cosmetics, haircare, skincare, grooming, and more. The line to enter stretched down the block, filled with multicultural consumers eager to connect with companies whose products are made with them in mind. Let’s explore the key takeaways from the event:

Travel Beauty: Travel beauty products are a significant purchase among Black/BIPOC consumers. This trend was evident at the Hue Affair, with brands showcasing washday travel packs and skincare kits featuring their popular hair and skin formulations. Attendees showed a strong interest in these convenient, travel-friendly options, highlighting the growing demand for portable beauty solutions.

Scalp-Focused Beauty: Products specifically targeting scalp health and wellness is a growing shopping trend among this consumer group. The show floor featured multiple brands offering solutions targeting the scalp, including full wash day collections, oils, and more. Brands also incorporated lavender and mint formulations which are known to nourish the scalp and promote healthy hair.

10 Ingredients or Less: Beauty products touting minimal ingredients emerged as a significant trend at the event. Brands focused on ingredient transparency and simplicity, aiming to cater to consumers who are increasingly mindful of what they put on their skin and hair. These products often highlight their clean, natural, and non-toxic formulations, appealing to those seeking healthier and more sustainable beauty options. Attendees showed a strong preference for products with fewer ingredients, combatting common sensitive skin concerns amongst this consumer group such as eczema.

Regimens in Men’s Grooming: Men’s grooming products designed around complete care regimens were spotlighted at the event. Brands showcased comprehensive product lines that included everything from facial cleansers and moisturizers to beard oils and styling products. This approach emphasizes a holistic grooming routine tailored specifically for men, addressing various needs such as skin hydration, beard maintenance, and overall appearance. We’re starting to see a shift from the 5-in-1 grooming products that are typically seen in this category. 

The Hue Affair presented an in-depth look at the latest multicultural beauty shopping trends within this consumer market. From travel-friendly products and scalp-focused solutions to minimalist formulations and comprehensive grooming regimens for men, the emphasis is on catering to specific preferences and fostering inclusivity.

To discuss how these trends impact the industry and your brand, reach out to 5WPR for a conversation on your strategy.

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