Hair Care in the US

PRE-COVID-19 PERFORMANCE

Ban on hair discrimination paves way for the natural hair movement

The natural hair movement made waves in 2019, with California becoming the first state to pass an anti-hair discrimination law, the CROWN (Create a Respectful and Open Workplace for Natural Hair) Act. With New York quickly following its lead, consumers with curly and textured hair found validation in embracing their natural hair styles.

Scalp care seen as an extension of skin care

With a regular and carefully researched skin care routine now the norm, hair care is following its lead by framing scalp care as the new skin care. Although hair masks and serums were growing in popularity over the past few years, they mainly focused on deep conditioning and shine.

DTC brands disrupting hair care, Target expanding its beauty aisles

Shampoos and conditioners continued to record steady current value growth in the US in 2019, supported by brands that emphasise transparency and individualisation. Start-ups such as Prose and Function of Beauty are challenging the notion that an individual’s hair care needs can be addressed by a catch-all product.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to decline marginally in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

Many areas of hair care will record a worse performance at constant 2019 prices in 2020 compared to a year earlier. For example, salon professional hair care suffered in Q1 2020 due to salon closures.

Recovery and opportunities

Following the poor performance in 2020, hair care growth is expected to start to normalise from 2021. As consumers return to work and begin socialising away-from-home once more, the health and appearance of their hair will become a more pressing concern again.

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