The short answer…a lot! African Americans spend 25% more of their disposable income on personal care products than the general population. The general population spends 1.2% of their income on their income while African Americans spend 1.5% of their income on personal care. Personal care products include skin and hair care, but hair care represents the bulk of the personal care dollars spent by the the African American population. Although African Americans comprise only 14% of the US population, African Americans account for more than 30% of total hair care product sales. Chris Rock’s documentary, Good Hair, reported black hair sales totaled 9 billion dollars annually. Mintel International Group, another source, reported that shampoo and relaxer sales total 1.65 billion dollars annually. But that, of course, does not include small beauty supply stores which some would argue are at the heart of the black hair care industry. This number also does not include Walmart sales or sales of weaves/hair, likely the most expensive black hair product on the market. In addition, the rise in natural hair care products and internet based sales only add to this ever increasing number. In fact, only relaxer sales have decreased in the last few years, likely due to the increase in natural hair styles. So as you can see, African Americans spend a lot on hair. Hair holds such a unique and special role in African American culture, it is not surprising to see the huge economic impact of African American hair care sales on the US market.