Hair Care in the US

PROSPECTS

Healthy living negatively affects the performance of some categories...

Growth in hair care in the US is largely driven by the healthy living movement, as consumers are becoming more health-conscious and looking for products that are better for them. They are looking to embrace their natural hair, reducing the usage of certain hair care products which are associated with the heavy use of chemicals.

... but strengthens the performance of conditioners and treatments

Conditioners and treatments continued to experience healthy growth in the US in 2018, driven by mainstream brands updating their formulations to have a more “natural” positioning, or through hair care brands’ emphasis on their treatments, oils and serums. Other categories that are expected to benefit from health and wellness trends in hair care include texture products, positioned to enhance the hair’s natural texture, protective products, designed to treat damaged hair, hybrid products, such as bond perfecters beyond shampoo and conditioner routines, conditioning cleansers or “clenditioners”, leave-in treatments, hair masks, and volumising leave-in treatments.

Between colour treatment products provide room for growth

Although health and wellness continues to impact hair care, the counter trend in the US for vivid, pastel or metallic colourants still permeates the hair care space, despite consumer awareness about the chemical effect of colour-treating hair. In contrast to at-home colourants, sold mainly in mass channels, which mainly target the anti-grey hair care market, the vibrant colour space has morphed into a form of expression for younger consumers, rather than grey coverage.

COMPETITIVE LANDSCAPE

Eyelash and eyebrow brands explore the opportunities in hair care

Selected brands from the eyelash growth category are tapping into hair care, such as RevitaLash, which in 2018 launched a thickening shampoo, thickening conditioner and hair volume-enhancing foam. Claiming to revive fine and thinning hair through the use of its BioPeptin Complex, these three products supplement the brand’s existing lash and brow care portfolio.

Beauty specialist retailers and department stores expand their premium offerings

Beauty specialist retailers Ulta Beauty and Sephora both cited hair care as the fastest growing beauty category in US stores in 2018. Ulta, for example, dedicated more shelf space to premium hair care brands such as Drybar in 2016, Bumble and bumble in 2017 and Madison Reed in 2018.

Hair-specific supplements could compete directly against hair loss treatments

The growth of the beauty from within trend, and the increasingly acceptable practice of taking supplements to complement beauty needs, are making vitamins and dietary supplements even more appealing for beauty players. The next frontiers of beauty-positioned supplements are expected to be skin health and hair loss treatment supplements, particularly those positioned for younger consumers from digital native brands such as Hims and Hers, which may either compete against or complement traditional hair loss treatments.

Files are delivered directly into your account within a few minutes of purchase.