This study aimed to analyze the perception and attitude of the consumer of curly or kinky hair in relation to the positioning of the brands Lola Cosmetics and Salon Line. To reach such an analysis, a qualitative research was carried out with women from Rio de Janeiro, consumers of at least one of the marks of this study. In relation to Lola Cosmetics, the perception of a brand concerned with the environment was identified, with products for all types of hair and quality, for people with greater purchasing power and who seek to empower their customers. These characteristics were pointed out by the interviewees as the reasons for liking Lola Cosmetics a lot, being chosen as the favorite of this study. Meanwhile, referring to the Salon Line, was noticed the perception of a brand with good cost-benefit, aimed at people with curly and kinky hair, with less purchasing power, and that seeks the empowerment and inclusion of this public. The first two points were the main reasons given by those who like the brand, however, there were expressive reports from interviewees who said they did not like Salon Line, due to the low quality of the products.