World Natural Hair Show

Attendees, exhibitors & solutions

Who this event is for

Industry trends

Key trends shaping this market and its wider industry.

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Frequently asked

Glossary

1

Coil pattern (3c-4c typing)

A loose shorthand for how tightly textured hair curls, used on the show floor to group products and demo models. Typing describes a curl diameter, not hair health, so brands increasingly pair it with porosity and density guidance.

2

Porosity

How readily hair takes in and retains moisture, usually described as low, normal or high. It drives which leave-in, oil or protein treatment a stylist recommends, and is one of the first questions asked at a product consultation booth.

3

LOC / LCO method

Layering liquid, oil and cream (or liquid, cream, oil) in a set order to seal moisture into textured hair. Exhibitor demos often run the method with one brand's full range to show how the layers behave.

4

Wash-and-go

A styling route where hair is cleansed, conditioned and left to dry in its natural coil without stretching or twisting. Products that promise definition without crunch are typically trialled on models doing wash-and-go sets.

5

Twist-out and braid-out

A two-strand twist or braid set that is unraveled once dry to create a defined, stretched curl pattern. Setting foams, creams and mousses are tested for hold, shrinkage control and flake-free separation.

6

Protective styling

Styles such as braids, twists, locs, cornrows and wigs that tuck ends away for a period to limit manipulation. The category pulls in extension hair, edge care, scalp cleansers and takedown tools.

7

Silk press

A straightening service using a blow-dry followed by flat ironing at controlled temperature, usually with a heat protectant. The technique is a staple of stage demos because it shows how a product performs on straightened high-lift textures.

8

Big chop

Cutting off chemically relaxed or damaged ends to return to natural texture. Many first-time visitors attend after a big chop looking for a simple regimen and a stylist who can maintain shape as hair grows out.

9

Shrinkage

The difference between the visible length of a coil and its stretched length. Brands selling length-retention claims are effectively selling shrinkage management, and demos often show wet versus stretched length side by side.

10

Edge control

A firm-hold gel, wax or pomade used to lay the hairline. Textures vary from soft hold for fine edges to heavy hold for coarse hair, and flaking is the most common complaint raised at testing tables.

11

Sulfate-free and co-wash

Cleansers that skip harsh sulfates, plus conditioning washes used between full shampoo days. The terms appear across nearly every cleansing brand on the floor, though 'sulfate-free' has no single legal definition.

12

Scalp-first care

A formulation approach that treats the scalp as the foundation: clarifying toners, flake and itch treatments, and massage tools. It maps closely to the trichology and scalp-health practitioners who attend.

13

Ayurvedic and botanical ingredients

Plant-based ingredients such as shea, black castor oil, chebe, henna, amla and rosemary that appear in growth and strengthening ranges. Buyers at the show usually ask for sourcing, batch consistency and allergen documentation.

14

Back-bar vs retail size

Back-bar refers to the larger salon-use container kept at the shampoo bowl; retail is the smaller unit sold to clients. Comparing the two price points is the core commercial conversation for salon owners on the floor.

15

Texture specialist certification

Short professional courses and certificates offered by brands, academies and educators to credential stylists in textured-hair services. Several exhibitors and schools use the show to enrol students for the coming intake.