Following a slump in sales in salon professional hair care in 2020 due to salon closures during the early stages of the COVID-19 pandemic, the category rebounded strongly in 2021, due to social media and the acceleration of sales made in online retailers. Previously, brands such as Olaplex and Moroccanoil made a majority of their sales through salons; however, with beauty discovery switching largely online during the pandemic, so did the point of sale.
In 2021, the return of social interactions, public-facing activities and salon services slightly retracted the historic growth of colourants seen in 2020. During the pandemic, consumers anxiously looked online and in-store for hair colouring products that could touch-up their roots or allow for experimentation with new and trendy hair colours.
Procter & Gamble looked to expand beyond its vast portfolio of mass legacy brands with the acquisition of OUAI in December 2021. The addition of OUAI marks the company’s first steps into the premium hair care space, where much of the growth and innovation in hair care is taking place.
With social media and celebrity looks the main avenue for hair inspiration, liquid hair, or sleek and shiny hair, is quickly gaining traction amongst beauty enthusiasts. Celebrities such as Kim Kardashian and Jennifer Lopez are some of the most notable celebrities to drive demand for this glossy look, and hair care brands are quickly looking to bounce on this trend.
The lines between skin care, colour cosmetics and hair care continue to blur, as brands that find their footing in one beauty category are looking to venture into others. With the “skinification” of hair care becoming the standard for beauty consumers looking to replicate the same efficacious results for their skin for their scalp, skin care brands are expanding into the hair care space with similar formulations and missions.
While brands from celebrity hair stylists, such as OUAI (Jen Atkins) and FEKKAI (Frédéric Fekkai) have been in the hair care market for years, celebrities themselves have finally taken their fan bases and resources to flood into the hair care market. Celebrity collaborations and investments have typically centred around colour cosmetics and skin care; however, trendy hair styles and the orientation of hair care as self-care have created an ideal environment for social media-savvy celebrities to launch their own brands.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Hair Care
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.
See All of Our DefinitionsThis report originates from Passport, our Hair Care research and analysis database.
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