This study aims to cover the communication trends of brands that are attractive and important to curly and afrohair female audiences, specifically those from Rio de Janeiro from Generation Y, as well as understanding their motivations for buying and using hair care products. To understand consumer behavior, an exploratory qualitative research was carried out, which aimed to find different points of view of the interviewees. Several researches show how relevant is this category of products for Brazilian women seeking to enhance their natural hair. And the powerful cosmetic industry needs to reinvent itself to meet this growing demand of recent Years.