The country is witnessing a continuous rise in its urban population, along with the increasing mid-age population. This demographic group generates a higher demand for personal care and hence, hair care. Owing to this trend, people in the country are focusing on modern hair care products. The natural trend in the South African ethnic hair care segment is on the rise. This is mainly because a large portion of ethnic consumers is moving away from harsh chemical relaxers in favor of less invasive products to manage their curls. With the growing demand for hair care products, key players like L’Oreal Paris are trying to expand their product portfolio in the South African region, with increased R&D activities. 

Conditioners aid in improving protein to strengthen hair and restore the lost moisture in hair. The use of conditioner aids in removing brittle hair, which is exposed to various elements. The use of conditioners is expected to increase, owing to various movements for protection of ethnic hairstyles, especially in South Africa. Key players have been providing various customizations in conditioner products, such as pack conditioners, leave-in, hold, and ordinary conditioners for various hair types and situations to cater to a large number of customers. The inclusion of natural ingredients with moisturizing properties is owing to an increase in the demand for natural hair conditioners in South Africa. A few of those natural ingredients used in conditioners include olive oil, argan oil, and monoï oil.