With both the size and spending power of ethnic minorities growing, cosmetic manufacturers are taking note. Major industry players are tapping into the growing market for ethnic skin care and hair care products by introducing new products into the market targeting Blacks, Hispanics and Asians. According to Packaged Facts Research, the ethnic market is poised to reach $2.5 billion within five years, and is currently valued at $2 billion.

Proctor and Gamble has introduced a line of its Pantene shampoos and conditioners specifically for women of color called Relaxed and natural. To reach the target population, popular entertainers and actresses such as Queen Latifah, Beyonce, Eva Longoria and Aishwarya Rai are used as spokesmodels.

According to an industry insider this is a market that will continue to grow and as such is a natural transition for manufacturers.