The Price of Being Curly
By Angelina Nunez
December 18, 2025
Image credit: FREEPIK
Hair care consumers may or may not be aware of a stark divide among product sections in most retail stores. That divide lies within products geared towards straight hair vs. products geared towards curls. Paying close attention to the prices of curly hair products and straight hair products, there is a trend of curly hair products costing significantly more.
Each year, the prices of curly hair products rise, and it has gotten to a point where the financial weight of a curly hair routine is hard to ignore. The costs of these products lead to a larger question: how much more do people with curly hair actually pay compared to those with straight hair?
According to a study by Modern Salon, people with curly hair spend approximately $350 annually on hair products, while people with straight hair spend around $250. The study also revealed that curly-haired consumers are 30% more likely to use four or more hair products on a regular basis.
The reason often comes down to two things: price and volume.
A study published by the International Journal of Women’s Dermatology found that popular U.S. hair companies charge an average of $0.46 per ounce for straight-hair products, but $0.66 per ounce for products designed for curly hair. This built-in disparity means that before curly-haired consumers even reach the checkout line, they are already paying more for the same amount of product.
Prices for curly hair products are also rising. An example of this is the popular curl cream Miss Jessie’s Pillow Soft Curls, which increased in price from $16 to $22 at most retailers in recent years. This price jump for some caused a significant shift in budget.
Beyond pricing, there is a sheer difference in the volume of products that people with curly hair need compared to those with straight hair. Curly hair needs more moisture, more frequent styling, and more reapplication than straight hair. A typical curly hair routine includes wash days, refresh days, deep conditioning cycles, detangling sessions, and heatless styling.
University of Miami student Taylor Bowen-Longino shared that she sometimes finds herself rationing her hair products to save money. “When I’m running low, I’ll do my hair less frequently to avoid having to buy more,” she said.
Costs for hair products add up quickly for Bowen-Longino, who spends roughly $50 every 6 weeks to maintain her hair. “I end up doing my curly hair routine probably twice a week, or I give up and it ends up in a slick back,” said Bowen-Longino. “I’ve joked that I wish I had straight hair, because it would definitely be easier, but I love my curls too much for that.”
University of Maryland student Ella LaGrange expressed how the workload of caring for her curls makes having straight hair extremely appealing. “Sometimes I really do think that having naturally straight hair would save me so much time, money and effort.”
It's also important to recognize that the curly hair market largely consists of Black and Afro-Latiné consumers, who rely on these products not just for styling but also for basic hair maintenance and health. Higher prices for curly-hair products disproportionately affect these communities, which highlights a larger issue of accessibility in the beauty industry.
Until the hair industry does a better job of making essential hair care more affordable and accessible for all its customers, the price of being curly will remain a constant financial commitment, one curl cream at a time.
“At the end of the day, I love my curly hair and deep down know I wouldn’t change it for anything,” said LaGrange.
Each year, the prices of curly hair products rise, and it has gotten to a point where the financial weight of a curly hair routine is hard to ignore. The costs of these products lead to a larger question: how much more do people with curly hair actually pay compared to those with straight hair?
According to a study by Modern Salon, people with curly hair spend approximately $350 annually on hair products, while people with straight hair spend around $250. The study also revealed that curly-haired consumers are 30% more likely to use four or more hair products on a regular basis.
The reason often comes down to two things: price and volume.
A study published by the International Journal of Women’s Dermatology found that popular U.S. hair companies charge an average of $0.46 per ounce for straight-hair products, but $0.66 per ounce for products designed for curly hair. This built-in disparity means that before curly-haired consumers even reach the checkout line, they are already paying more for the same amount of product.
Prices for curly hair products are also rising. An example of this is the popular curl cream Miss Jessie’s Pillow Soft Curls, which increased in price from $16 to $22 at most retailers in recent years. This price jump for some caused a significant shift in budget.
Beyond pricing, there is a sheer difference in the volume of products that people with curly hair need compared to those with straight hair. Curly hair needs more moisture, more frequent styling, and more reapplication than straight hair. A typical curly hair routine includes wash days, refresh days, deep conditioning cycles, detangling sessions, and heatless styling.
University of Miami student Taylor Bowen-Longino shared that she sometimes finds herself rationing her hair products to save money. “When I’m running low, I’ll do my hair less frequently to avoid having to buy more,” she said.
Costs for hair products add up quickly for Bowen-Longino, who spends roughly $50 every 6 weeks to maintain her hair. “I end up doing my curly hair routine probably twice a week, or I give up and it ends up in a slick back,” said Bowen-Longino. “I’ve joked that I wish I had straight hair, because it would definitely be easier, but I love my curls too much for that.”
University of Maryland student Ella LaGrange expressed how the workload of caring for her curls makes having straight hair extremely appealing. “Sometimes I really do think that having naturally straight hair would save me so much time, money and effort.”
It's also important to recognize that the curly hair market largely consists of Black and Afro-Latiné consumers, who rely on these products not just for styling but also for basic hair maintenance and health. Higher prices for curly-hair products disproportionately affect these communities, which highlights a larger issue of accessibility in the beauty industry.
Until the hair industry does a better job of making essential hair care more affordable and accessible for all its customers, the price of being curly will remain a constant financial commitment, one curl cream at a time.
“At the end of the day, I love my curly hair and deep down know I wouldn’t change it for anything,” said LaGrange.