There's way less of a market in other demographics. For example, white women: we have less interesting hair. There simply aren't as many things we can do with it, because the structure of the individual hairs is less complex. Plus we have every women's magazine in the US and Europe assuming our hair is the "default." I'd say they know exactly what they're doing aiming at their own demographic.
We started with this specific demographic because we understand our unique hair challenges because of the nature of our hair and the niche but large market potential. That notwithstanding, depending on the data we collect and the value we could potentially provide to other demographics we may expand. But that is not a major focus for us now.
I would imagine it's valuable because it's not heterogeneous. It's the fact that you know precisely what you're going to get on it that makes it valuable.