Photography: Courtesy of Reema Jaber/@hairbyreema
Roughly 65% of the world’s population has naturally curly, coily, or wavy, hair [1]. For beauty pros, this means that textured hair isn’t a niche market—it’s an essential service category and one of the most dynamic areas for business growth. Unfortunately, many stylists and salon owners still lack the confidence or training to properly care for textured hair. This knowledge gap presents a major opportunity for textured hair experts (a.k.a “texperts”) to proactively meet client needs, differentiate themselves from the competition, and increase profitability.
When it comes to mastering textured haircare, it’s all about elevating your artistry, expanding your clientele, and future-proofing your career as a well-rounded, inclusive stylist. Whether you’re new to working with curls or looking to refine your expertise, this guide will help you grow your business and establish yourself as an in-demand texture expert.
Why Texture Education Can Help Boost Profits
Growing Demand
According to market research, the demand for textured haircare products and services is expanding rapidly [2]. This means that, if you don’t cater to clients with textured hair, you’re likely leaving money on the table. “Clients want to know how to work with their texture, and if you’re simply straightening it, you’re losing a huge portion of business,” explains Mizani Global Artistic Director, Texpert Collective Co-Founder, and celebrity stylist Tippi Shorter (@tippishorter). “This segment is growing so fast, so it’s really imperative to be skilled in the art of curly hair,” says Ouidad Master Artistic Educator Chadwick Pendley.
Shortage of Experts
Despite growing demand, texture specialists still remain relatively rare. There's a surplus of clients looking for these services but not enough stylists who can do this type of hair. “If you’re not able to accommodate guests with naturally curly hair, you’re doing your clients and yourself a disservice,” explains Pendley. Becoming proficient in this area is one of the best ways to position yourself (and your business) for success in an ever-growing market.
Photography: Courtesy of Ethan King/@slickback_buttahtoast
Texture Education Essentials for Every Salon
If you want to provide top-tier texture services to your clients, Shorter recommends starting with the essentials. “At Mizani, we teach three key elements, which we believe all salons should offer,” she says. These three elements include:
- Texture Manipulation: Using proper haircare techniques and product application to create healthy, defined, frizz-free curls.
- Texture Out: Safely blow drying textured hair with the right tools and heat-protecting products to help avoid damage.
- Curly Haircuts: Tailoring haircuts to enhance each client's curl pattern and address challenges like excessive volume, flatness, frizz, or heaviness.
Profitable Texture Services
Tapping into the earning potential of texture services requires an understanding of the specific techniques required for color, styling, and updos. Here are some key education areas that can help set your business apart:
Blonding Services for Textured Hair
Customize blonding and lightening techniques, like balayage on curls, while prioritizing textured hair health. To learn more, check out these tips for coloring textured hair.
Transitional Services
Many clients rely on their stylist for guidance when transitioning from chemically relaxed hair to natural curls or from undefined frizz to healthy-looking, structured curl patterns.
Deep Conditioning and Hydration Treatments
“Offer conditioning treatments,” says Pendley. “This should be a full service, not just running some conditioner through the hair. It must truly address curly hair’s need for hydration and moisture, and it’s important to understand the difference between the two!”
Photography: Courtesy of Mizani & Matrix
How To Master Texture Services
“There are so many ways to become educated on curls,” says Oslo-based stylist and educator Ragnhild Zeiner-Lange. The education journey will look slightly different for every hair pro, but these guidelines are a great place to start:
Understand Curl Structure
Start by understanding the unique structure of curly hair. Learn how different curl types behave and what they need to thrive, and watch leading brands to understand how they focus on curls. “Always remember, when it comes to curls, there’s no one-size-fits-all—you have to treat every head of curls individually,” says Zeiner-Lange.
Upskill on Cutting Techniques
“Study various cutting methods, like dry cutting, wet cuts, and razor cutting,” says Zeiner-Lange. Understand which shapes bring out the natural beauty of waves, curls, and coils.
Get Hands-On Practice
"Practice makes you better, and removes the fear factor," says Shorter. “Get a curly mannequin and work with it, just like you would practice any technique, until you feel comfortable.”
Take Online Courses and Brand Certifications
There are many online resources for curl and texture education, including L'Oréal ACCESS, which offers a variety of digital courses. Many brands also offer curl certifications, such as Matrix’s Curl Pro Certification and Mizani’s Aircut Certification.
How To Market Your Texture Expertise
Once you’ve built your texture skills, it’s time to showcase them with all the tools at your disposal. Consider these tips to maximize your salon’s earning potential:
Use Social Media to Your Advantage
Nowadays, social media is the best place to show off your work and attract new clients. “Reach out to models you can sponsor with cuts throughout the year to show variety,” suggests Zeiner-Lange. “And intersperse model shots with images of great curl products from time to time to engage new clients.”
Encourage Referrals and Reviews
Pendley emphasizes the power of client reviews. “Curly-haired clients absolutely decide who to see based on their reviews. If you don’t have an online presence, you really don’t exist,” he says. “Doing one head of curls correctly will bring you tons of referrals.”
Fill Your Backbar With Texture-Friendly Products
Highlight your favorite curly products in the salon and on social media to educate and attract new texture clients. Consider stocking your backbar with cult-favorite classics that curly clients love, such as:
Ouidad VitaCurl+ Soft Defining Mousse: An ultra-lightweight mousse that helps curls retain moisture, bounce, and elasticity for healthy-looking strands from roots to ends.
Matrix A Curl Can Dream Moisturizing Oil: Designed for all curly and coily hair patterns, this nourishing hair oil is the perfect finisher to add moisture and shine to your client’s curls.
Controlled Chaos Curl Crème: This beloved curl-defining crème was featured on Shark Tank. It’s perfect for hydrating and defining curls while eliminating frizz and locking out humidity.
Redken All Soft Mega Curls Sulfate-Free Shampoo and Conditioner: The All Soft Mega Curls line from Redken is formulated to leave curls and coils looking visibly healthier and less damaged.
Mizani True Textures Curl Enhancing Lotion: This conditioning leave-in lotion is a must-have for clients with curly and coily hair. It’s enriched with coconut oil, olive oil, and marula oil for restored, softer, and shinier natural hair.
Curl Keeper Spray Gel: Use this spray gel on curly-haired clients who want a water-based, pH-balanced, and flake-free formula that instantly boosts curl definition.
The textured hair market is booming, and stylists who invest in curl education now have an excellent opportunity to set themselves apart. From mastering curly balayage to learning new styling techniques for coily hair, there are endless ways to grow in this space.
Ready to take your skills to the next level? Explore SalonCentric’s Texture Learning Tracks for specialized courses on the most in-demand texture services.
References:
- Curly Hair Care and Styling Products Market Expected to Reach $15,654.8 million by 2031. Allied Market Research, 2025. https://www.alliedmarketresearch.com/press-release/curly-hair-care-and-styling-products-market.html
- Hair Texturizer Market Size, Share & Trends Analysis Report by product (Hair spray, hair gel, hair cream, hair mousse), by source, by distribution channel, by region, and segment Forecasts, 2024 - 2030. (n.d.-e). Grand View Research, 2025. https://www.grandviewresearch.com/industry-analysis/hair-texturizer-market-report
