Hair Care in the US

PROSPECTS

The natural hair movement emphasises styling, treatment, moisturising and repair

One of the key trends within hair care in the US is the natural hair movement, which encourages women of African ancestry to keep their natural textured hair. Manufacturers of natural hair care brands are therefore commonly incorporating ingredients that are traditionally known to maintain natural hair styles, such as olive oil, argan oil, shea butter and coconut oil.

Multicultural hair care brands attract natural hair and clean beauty consumers

Although multicultural hair care is not new in the US, it shifted in recent years from being a niche, distinct aisle in stores to becoming a mainstream part of hair care through an emphasis on natural ingredients and its adoption by a wider group of people. Brands whose original purpose was maintaining natural hair styles are now being used by consumers who have gravitated towards the origin-specific ingredients and free-from formulations commonly found in natural hair care brands.

Styling agents continues to struggle in the US

Styling agents declined for the second year in a row in current value terms in 2017. One reason for this was changing consumer preferences.

COMPETITIVE LANDSCAPE

Henkel acquires Zotos International to strengthen its professional segment

In 2017, Henkel acquired Zotos International, the North American professional hair business of Shiseido, for USD485 million. The acquisition follows Henkel’s strategy of strengthening its professional business in the US through professional-positioned brands, such as Joico, Zotos Professional, Bain de Terra and Senscience.

Unilever’s acquisition highlights the move towards multicultural beauty

In 2017, Unilever Group purchased Sundial Brands, which owns the Shea Moisture, Nubian Heritage, Madam C.J.

Target expands its range

Mass merchandiser Target added a salon-developed line for textured hair, called The Doux. Developed by celebrity stylist May Smith, the line features five items in stores and four items online, as part of a specific Target strategy to drive its online business and online-exclusive products.

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