Nou (Next of Us) is a new Gen Z haircare brand from P&G that offers affordable solutions for textured hair. The brand caters to the needs of those with curl types 3A
to 4C and Walmart (where the brand is currently exclusively sold) helped to co-create the brand in less than a year.
Products from the brand that spotlight shea butter, avocado oil and coconut oil as natural ingredients are all priced at under $7, and QR codes on the packaging help to provide shoppers with information about hair porosity.
Nou recognizes that 50% of Gen Z consumers are non-white and 75% of them define themselves as having textured hair. As the population becomes more and more multicultural, this range of youthful haircare products promises to serve Gen Z well.