Hair Care & Hairstyling Trends

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Hair Care Trends: Women

Key Takeaways

  • "In the 12 months leading up to November 2020, several hair care brands experienced more than 150% growth within the scalp care segment."
  • Over the past few years, several products that help improve scalp health have been released into the hair care market, including Oribe's Serene Scalp Exfoliating Scrub and Gallinee's Scalp & Hair Serum.
  • L'Oreal has active plans to install its Water Saver, a device that diminishes the volume of water that rinsing stations require (conserves up to 80% of water), to around 10,000 salons in the future.


One trend in the hair care industry for women in the United States is the growth of scalp care to prevent and resolve different types of issues related to women's scalps, including hair loss and irritation. Another trend in the hair care industry for women is the impact of the waterless movement, which has led brands to develop products and packaging that utilize less or no water. Information on the trends in the hair care industry for women is presented below.

Trends in the Hair Care Industry for Women

1. Focus on Scalp Care

  • Demand for several products that are designed to keep women's scalps healthy and combat hair loss, such as scalp oils and serums, is ballooning in the United States and across the globe. In the 12 months leading up to November 2020, several hair care brands experienced more than 150% growth within the scalp care segment. Experts have predicted that, over the next five years, scalp care products will help to accelerate the growth of the overall hair care market.
  • Newby Hands, the global beauty director of Net-A-Porter, claims that the trend of treating one's scalp like their skin "will continue to push into the mainstream" in the year 2021, due to further "advancements in LED hair masks and scalp-specific product offerings."
  • Brands that craft hair care products have been launching scalp ampoules and serums since the start of 2020. They have also introduced ingredients used in skin care, such as salicylic acid and probiotics, into their product formulas.
  • The scalp care trend among women does not appear to be recent. According to a study cited by Formula Botanica, web content addressing scalp care increased by 87.5% between the years 2016 and 2017. However, interest in the topic has continued to expand remarkably, particularly in the wake of the COVID-19 pandemic as women are participating in at-home care.
  • There has been a wave of new products targeting scalp health in the last few years. The Serene Scalp Exfoliating Scrub from Oribe was released in 2019, while Head & Shoulders launched brand-new offerings for scalp care in 2020 for its Royal Oils collection, including the Pre-Shampoo Build Up Remover. Re-Fresh has recently launched affordable scalp moisturizers, detox sprays, balms, and scrubs. Better Not Younger, a new brand, has released a scalp cleanser and lactic acid for additional chemical exfoliation.
  • Other newly-launched products for scalp care includes Gallinee's Scalp & Hair Serum, which is a microbiome-boosting item.
  • As stated earlier, experts believe that innovative scalp care products are going boost the hair care market's growth over the next five years, indicating that this trend is long-term.
  • One driver of this trend is that women are trying to find products that can assist them in solving and preventing various types of scalp health issues, including irritation and hair loss. Also, women are becoming "less keen on complicated styling and related products" as most of them do not have home expertise. As such, they are seeking hair that is more natural, simple to style and care for, and can be maintained.
  • Another driver is women's "desire for anti-aging hair care," along with the demand for more at-home solutions for hair care.

2. Rise of Waterless Hair Care

  • The waterless movement is impacting the hair care industry, as several brands are exploring alternative ways to deliver their conditioners and shampoos. Waterless hair care products whose formulation consumes very little or no water are encountering an expanding market in the United States. The overall waterless cosmetics market, which includes hair care, is expected to reach more than $8.9 billion in 2021 and expand at a compound annual growth rate (CAGR) of 13.3% between 2021-2031, according to a report from Future Market Insights (paywalled).
  • Women are projected to make up for around 38.4% of the sales in the worldwide waterless cosmetics markets during this time span.
  • Brands have introduced high-performance dry shampoos into the market, along with solid shampoos that are creatively delivered, including the use of paper blotters and application tools such as reusable brushes. Additionally, they have delivered their hair care products in innovative biodegradable containers that transform into shampoo or liquid soap.
  • Recently, OWA Haircare crafted a first-of-its-kind shampoo that is water-activated. Procter & Gamble is launching a brand-new hair care line, Waterless, that markets dry styling and cleansing products that do not require water. Meanwhile, Pantene is releasing a waterless collection consisting of products that allow women to style their hair without having to wet it.
  • On the in-salon side, L'Oreal is seeking to introduce its Water Saver, a device that decreases the volume of water needed at rinsing stations (conserves up to 80% of water), to 10,000 salons soon.
  • This trend is not a result of the COVID-19 pandemic as the waterless movement's introduction into the hair care segment predates the outbreak.
  • The demand for waterless hair care products is a long-term trend, as the overall waterless cosmetics market is expected to grow at a CAGR of 13.3% over the next ten years. A survey from WSL Strategic Retail revealed that 60% of American women are willing to pay extra for sustainable brands, including those that market waterless hair care products.
  • One of the drivers of this trend is consumers desire for sustainability and to conserve the world's most valuable resources, including water, and fight against the threat that climate change poses to the environment. Consumers have highlighted the effects that the manufacturing process and pollution originating from hair care products have on the environment.

Research Strategy:

To identify trends in the hair care industry in the United States for women, we searched through several reports and articles published by well-known cosmetics and hair care industry sources, as well as general news and media sources. These included Allure, Good Morning America, Editorialist, and PR Newswire, among others. We also consulted companies that operate within the cosmetics or hair care markets such as Private Label Skin Care Florida. Furthermore, we reviewed market research reports from groups such as WSL Strategic Retail, Market Watch, and Future Market Insights. Using these sources, we were able to find interesting trends in the hair care industry for women. We based our definition of a "trend" on topics that were highlighted/repeated across multiple, credible sources.
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Hair Care Trends: Men

Key Takeaways

  • Beards continue to be popular, but trimmed beards are most in favor. Beards will continue to be popular.
  • Dramatic hair colors and short hair ("acid pops") are popular due to lockdowns and will most likely not be as popular afterward.
  • Among African American men, natural hair is popular and will continue to be so.


The COVID-19 lockdown has influenced the popularity of certain hair styles for men, with particular attention given to short hair cuts that men can do at home on their own. As added flavor in 2021, men are dying their hair bright colors in a style known as "acid pops". Beards continue to be popular, as they have been over the past few years, but the focus is on trimmed, neat beards. For African American men, natural styles such as afros are emerging in popularity and are expected to remain popular due to the natural hair movement (which is fueled in part by celebrities).

Trimmed Beards are Increasingly Popular

Acid Pops and Dramatic Hair Colors are Popular

  • Short hair cuts (popularized by the buzz cuts of the lockdowns caused by COVID-19) are now being accented with bright colors in a style called "acid pops".
  • Along with bleaching, acid pops are characterized by shades like lime green, magenta, and cobalt, according to GQ.
  • Acid pops are being driven by the ongoing lockdowns as people are able to make bold statements on social media when they wear them.
  • Both at-home bleaching kits and hair dyes are popular as a result of this trend.

African American Men are Looking for Authentic Styles at the Salon

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Hair Care Routines

Six insights surrounding new hair care routines, behaviors, and/or product/service usage in the US have been identified. These insights, in this regard, are focused on waterless hair care products, hair tools, hair scalp care, hair masks and hats, hair retention and extension care, and at-home color care. Below, is an overview of these insights.

#1: Waterless Hair Care Products

  • As part of the effort to conserve natural resources, Americans are now looking for ways to conserve water in their hair care routines. Hence, they are now leveraging waterless and between-washes products. For example, a survey shows that 13% of women under 35 use dry shampoo every day while it's only 3% for women who are 35 and older.
  • These products consist of dry cleansing and styling products that can be used without water or to preserve hairstyles without wetting the hair. Examples of brands releasing these products include P&G and Pantene.
  • In addition, these products allow users to reduce the need for serious hair maintenance frequently.

#2: Cordless Hair Tools, Hot Tools & Hair Dryer Brushes

  • Consumers are now using cordless hair tools, as spinny wires often get tangled in during hair care routines and sessions.
  • Beauty reporter, Nicola Dall'Asen, has been shown to have used a cordless flatiron at her desk at least once a week.
  • Brands, such as Lunata Beauty and Unplugged, are examples of brands leaning into this trend.
  • Dryer brushes are the new hot brushes that are making life easier for folks, as consumers leverage the convenience they provide.
  • Dryer brushes have dual functionalities — a brush and a blow-dryer. Americans, such as editorial assistant Gabi Thorne, use these products including hair preparation routines for box braids.
  • While using hot tools, consumers must be smart during use such as using a protective spray before curling or straightening hair with a hot wand or iron.
  • Americans believe that they lack the required, advanced skill sets to recreate certain hairstyles, as part of their hair care practices. To support this, "68% of Black Americans describe their skill level at using hair products as 'basic' or 'intermediate' — this compares to less than half (46%) who feel confident about their skills." Amidst this, however, the infographics below show the tools required in a hair care routine.

#3: Scalp Care and Hair Growth/Restoration

  • Proper hair care begins with hair scalp care and Americans are increasingly leaning into this trend, as experts predict a continuous rise. They are beginning to prioritize scalp health as much as they care for their skins.
  • Consumers are using salt and sugar scrubs to address their scalp-care needs. In addition, producers, such as Oribe and Head & Shoulders, are adding other extras to increase the potency and effectiveness of these scrub products. These hair scalp products have varying functions such as pH balance, moisturizer, breaking up gunks, among others.
  • Americans have reported various hair loss experiences from the direct and indirect impacts of the COVID pandemic, as a healthy scalp can improve hair growth and help control issues like dandruff, redness, and itchiness.
  • Furthermore, experts correlate scalp health to hair thinning. They submit that "when treating hair thinning, people want to keep the hair itself in as good shape as possible, but more importantly, they need to keep the scalp healthy because a healthy scalp allows follicles to function to the best of their ability so hairs can grow."
  • Hence, Americans seek products that can be used at home to address these issues. These products focus on hair restoration and promise to stimulate hair growth. For example, Revitalash has launched a hair-care line aimed at caring for thinning hair.
  • Also, there are at-home alternatives that are "formulated not just to offer a healthy scalp, but to also stimulate hair growth, clarify the scalp and actual hair of impurities, and fortify hair strands." An example is L'Oreal's EverPure Scalp Care + Detox Scrub.

#4: Wearing Hair Masks and Hats

  • Consumers are expected to prefer intensive at-home treatments and masks in 2021, including masks for hair.
  • The sun causes an oxidizing effect, which dries out the skin. Therefore, in addition to facial protection, they also protect the scalp from burning and hair from dehydrating. Similarly, scalding hot showers must be avoided and moisturizing/hydrating hair products used during winter.
  • "Whether the curls are feeling dry or the highlights are looking a little dull, a hair mask can very well be the solution — they restore moisture and softness and even brightness to your locks, often in a matter of minutes."
  • Experts further assert that consumers will grow past moisturizing masks, and include hair masks that address a variety of claims into their weekly hair care routines.

#5: Hair Length Retention and Extension Care

  • Americans are focusing on their hair health including growing their hair by avoiding hair breakage through regular trimming, gentle styling routines, and the right usage of ingredients to avoid breakages. With this, they now seek products that are aimed at hair length retention.
  • Going hand-in-hand with length retention is wig and extension maintenance, which is expected to become more popular. While some put in extensions as a protective style or extra length, consumers must ensure a gentle handling practice to avoid damage.
  • Total Results Length Goals collection's spokesperson, Laverne Cox, revealed that she uses the brand's sulfate-free shampoo, conditioner, and a detangling leave-in in this regard, on both her natural kinky hair and her straight, silkier wigs.
  • Furthermore, Americans now have access to easy, no-commitment makeovers regarding wigs and extensions that they're able to do at home. This includes clip-in ponies and wigs.
  • Also, (as already stated), as they invest in extensions, they learn to take care of their hair extensions just like the hair attached to their heads.

#6: At-Home Color Care

  • "With salons continuing to open and close based on local COVID restrictions, getting a touch-up on dye jobs will depend on what the case and hospitalization numbers are in a given area."
  • With this in mind, Americans are leveraging easy-to-use, at-home dye products, as brands are rolling out several color-care and maintenance products that are user-friendly and affordable."
  • There are several at-home options in this regard and while they may not exactly be up to 'salon-standard', they're still helpful for those who want to limit their visits to the salon. An example is L'Oreal's Excellence Cool Supreme box dye, which is formulated with built-in technology to prevent the color from going brassy.
  • Consumers must ensure that they are maintaining their color with purple shampoo products and other purple-tinted products, as "experts expect these consumers to become more concerned about maintaining and protecting their hair color at home."

Research Strategy

The research team scoured multiple industry, market, and media resources, such as Allure, Real Simple, and Premium Beauty News, to gather insights surrounding new hair care routines, behaviors, and/or product/service usage in the US. We focused on gathering insights into pre-compiled new routines, behaviors, and product/service usage especially from survey reports and studies that usually provide quantitative insights, but data availability in this regard was limited.

We then further researched trends surrounding new hair care routines, behaviors, and/or product/service usage in the US because trends are a current reflection of what people are doing. Hence, they will reflect the latest habits of consumers. We focused on finding both quantitative and qualitative trends, but while there were available qualitative trends, we found that quantitative information regarding the topic was limited.

With this, therefore, we gathered and provided the qualitative trends as the insights surrounding the topic along with the qualitative insights, as available, to support the qualitative trends accordingly.
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Hair Care Perceptions

Key Takeaways

  • Several brands (like L'Oreal) have advertised curly, straight, and coiled hairstyles to professionals seeking to look work-appropriate while showing off their personality. However, some working-class people (especially African American women) feel straight hairstyles make them look more professional than curly hairstyles or Afro.
  • Some African American women have the perception that Afro or curly hairstyles make them look more authentic.
  • Many American men believe that full beards make them "more attractive, more masculine" and helps by making people feel they are better parents. Three-quarters of American men (75%) "feel more confident with facial hair." At least 42% of men dislike having patchy hair.


  • The following sections contain information on customer perceptions about hair, hair care, or hair styling.
  • Some African American women feel Afro, or curly hairstyles make them look more authentic. At the same time, some African American women feel Afro or curly hairstyles make them vulnerable at the workplace. About 31% of American men think uneven coloring presents a challenge relative to their desired outlook.

Hairstyle Affects the Perception of an Individual's Professionalism

  • Some consumers of natural hairstyles (especially Black American women) often think natural hairstyles make them look less professional. This mindset has affected several women (including Lauren, 31), who say she has a history of straightening her "hair for any interview or any big work event."
  • Cortni, 26, feels braids or curly hairstyles make her look too Black or unpolished. Cortini always tries to either have her hair straightened or pulled back into neat buns when attending interviews because she does not want an interviewer to get turned off by her natural hair.
    • Why Some Consumers Feel Hairstyle Affects The Perception of Their Professionalism

      • The results of a research study recently reported by the Duke University's Fuqua School of Business indicates that an individual's hairstyle affects the perception people have of the individual, especially when the individual is an African American woman.
      • Black women carrying natural hairstyles (such as twists or curly Afros) are perceived as less professional and are "less likely to get interviews." Recent research findings state that all other things equal, Black women having natural hairstyles get lower scores on competence than other candidates like white women (having either curly or straight hair) or black women with straightened hair.
      • In several Western societies, whites are historically the dominant social group. Consequently, the standard perception for professional appearance in most cases is relative to the physical appearance of whites. For women's hair, this "benchmark is having straightened hair."
      • Two different groups of participants were recently allowed to evaluate the same job candidate (a Black woman). The group that saw the candidate's image with natural hair rated her less in several aspects. However, the group that saw her with straight hair rated her as more professional, more polished, refined, and more respectable highly recommended the woman for an interview.

Certain Hairstyles Are More Relatable

  • Several consumers that have worn straight hair repeatedly feel straight hair is "more relatable." They think straight hair helps them relate more easily with people.
  • Some consumers have developed the feeling that wearing authentic hairstyles (their natural hairstyles) is more "relatable and [makes it] easy for people to understand" their true identities.
  • When working in professional environments, Rachel, 25, feels curls are always questionable. Rachael almost always wears no-heat, natural styles and often tries to find out when she needs to straighten her hair to relate with interviewers.
  • Before attending an interview, some women usually research how a company's current employees dress to understand the company's culture better. This process helps them find out if they can resonate there and helps them identify the hairstyle to wear during an interview.

CertainHairstyles Increase Vulnerability

  • Some women, including Lindsey, 24, feel certain hairstyles increase their vulnerability. Lindsey (like several other women) feels going about with a natural hairstyle in the workplace makes her vulnerable.

Men With Full Beards are Considered to Be More Attractive, Better Parents, and More Masculine

  • Many men are keeping full beards across the United States because they feel men with full beards are perceived to be "more attractive, more masculine, and perhaps even better at parenting in general."
  • The love for having a full beard may continue to grow. A full beard can be one of the most attractive facial hairstyles, given the proper maintenance and care.
  • American men are 10% more likely (73% vs. 63% when compared to women) to align with the belief that facial hair makes men more attractive.
    • Why Men With Full Beards Think They are Considered More Attractive

      • Several organizations, including The Beard Club (an organization with headquarters in Westwood, NJ) and AdonisClothing (a United States-based online store), have published statistics that portray men with full beards as more attractive.
      • Many men keep beards because they believe that "beards are best" for making them more attractive to women. Some men are aware that facial hairstyles like light stubble, heavy stubble, or full beard make them more attractive than "clean-shaven" men. Some men are aware that beard makes them more attractive for both short-term and long-term relationships.
      • A survey conducted among 2,000 Americans recently examined facial hair, confidence, and the connection between facial hair and confidence.
      • AdonisClothing recently observed that their product pages depicting male models with beards led to a higher number of purchases compared to pages with clean-shaven men. AdonisClothing's shopper base is roughly 70% female. AdonisClothing then decided to run a sneaky test which provided definitive results.
      • Bearded men have felt for a long time that keeping beards is best. However, AdonisClothing's test shows that the "vast majority of women agree" with this belief.
      • AdonisClothing recently tested the feeling that beards are attractive by monitoring 36,000 visitors over a 15-day period. The results showed the products marketed with bearded pictures outperform products advertised with clean-shaven pictures "by nearly 50%, leading to a 33% increase in total sales."

Certain Hairstyles Boost Confidence

  • According to a recent survey, three-quarters of American men "feel more confident with facial hair."

Dislike for Uneven Coloring

  • Some Americans, especially bearded men, are bothered when their hairstyles come with an uneven coloring.
  • About 31% of surveyed American men feel uneven coloring can present a challenge relative to their desired outlook.

Too Long To Grow

  • Some Americans are bothered that their hair takes too long to grow.
  • At least 44% of men get annoyed when their hair (beards) takes too long to grow.

Dislike for Patchy Hair

  • Some Americans get annoyed when they develop hair.
  • At least 42% of men often get annoyed for having patchy hair.

A Perfect Hairstyle Is Worth Extra Efforts

  • Some American consumers feel that having a perfect hairstyle is worth going the extra mile (worth more effort). In order to get the perfect beard, some men are willing to go the extra mile.
  • Four out of 10 men are willing to spend one night in jail or give up coffee consumption for a year for their desired hairstyle (beard).

Research Strategy

Our research team has investigated customer perceptions about hair, hair care, or hair styling. We examined web resources of organizations offering hair, hair care, or hair styling products and services like L'Oreal. We also examined their survey reports, consumer review websites, and social media profiles. We searched for the feedback of their consumers stating their perceptions about hair, hair care, or hair styling. However, the consumers of L'Oreal and other brands did not make their perceptions relative to the hair, hair care, or hair styling products public through feedback. Due to limited feedback available on consumer reviews of L'Oreal and similar organizations, we have also examined various hair industry publications. We studied customer perceptions about hair, hair care, or hair styling (like curly, straight, and coiled hairstyles), which L'Oreal and similar organizations have advertised.
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Sources of Hair Inspiration

Key Takeaways


This brief provides information on some popular sources from which people get hair inspiration. The popular sources identified include social media, email, blogging, celebrities, and online consultation. There are indications that online hair inspiration consultations may outlive the COVID-19 pandemic.

Social Media

E-newsletters & Emails


  • Feedspot prepared an article titled, "Top 25 Hair Styling Blogs and Websites To Follow in 2021" that highlighted some popular hair inspiration blogs that have large numbers of followers, including US-based blogs.
  • The Latest Hairstyles blog, for example, daily provides information on the latest hairstyle ideas, color trends, hair care tips, and product recommendations. The blog operates in the US and it has over 550,000 followers.
  • According to Cosmo Salon Studios, hair blogs are a rich source of information for any hairstylist looking for inspiration. The Michigan-based studio provided a list of some popular blogs in the US and globally.


Online Consultations

Research Strategy

To determine some popular sources from which people in the US get inspiration for their hair, your research team made an in-depth study of the information provided on the websites of firms that conduct research on the hair industry. The team studied information on hair inspiration in the US provided on various websites, including Private Label, BeautyMark Marketing, and the Salon Business. We used the information gathered from these sources to generate this brief.
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Hair Care & Hairstyling Unmet Needs

Key Takeaways

  • According to an InStyle magazine survey of 1,463 women, 57% reported that "hair products don't work as described."
  • Men are not anymore settling on the typical "one-size-fits-all" products for men. They are now searching for products that are more customized for them.
  • Customers typically complain about the harmful effects of coloring and hair-treating products and tools on their hair.


Several insights into the unmet needs in hair care or hair styling products were presented below. Some insights were supported with available quantitative data. Relevant insights that apply to women, men, and both were presented. As there were limited findings, the geographic scope was expanded to include some global report findings that also include the U.S.

  • According to an InStyle magazine survey of 1,463 women, 62% mentioned that hairstyles don't hold.
  • Meanwhile, 57% reported that "hair products don't work as described."
  • Based on a Good Housekeeping magazine survey of 1,400 women, most of them look for shampoo products that are moisturizing and hydrating.
  • According to a Garnier survey, around 39.5% of women prefer brands with a wide variety of color options. Meanwhile, 36.4% seek brands that would not harm their hair. Around 33.7% of the respondents are concerned about the quantity of chemicals in the product.
  • Customers typically complain about the harmful effects of coloring and hair-treating products and tools on their hair.
  • Men are not anymore settling on the typical "one-size-fits-all" products for men. They are now searching for products that are more customized for them.
  • Only less than 20% of men surveyed mentioned that they apply FDA-approved hair products to address hair loss problems.
  • Based on a Mintel and Sensient survey, four in ten respondents mentioned that they have suffered from irritation when applying certain hair dye or color brands.
  • More than two-thirds (68%) of those surveyed expressed some apprehension on the contents of hair color and dyes. The percentage is higher (80%) among those who have suffered from irritation in the past.
  • The image below shows more details on overall consumer interest and needs indicators with regard to hair and beauty products.
  • Based on a study, hair care products that have over 5.5 pH measurements can result in the rise of hair cuticles. This can then lead to tangles and damage.
  • Most of the hair treatment products have very high pH levels (13.0) to enable them to deliver their intended results such as coloring, perming, or straightening. This can cause further damage to the hair follicles. There is a need for products that are in the 4.5 to 5.5 pH levels but are still effective.

Global Findings

  • According to the All Things Hair survey, 64.6% of women hope for more hair care brands to launch marketing initiatives that feature a wide range of black hairstyles.
  • Around 56.5% of women surveyed wished that hair brands manufacture more products that are made for natural black hair.
  • According to a Market Analysis report, the harmful effects of applying chemical-derived hair products pushed consumers to go for natural alternatives. These negative effects include unsatisfactory hair quality and a dry scalp.
  • Increasing awareness of the potential damage that might be caused by synthetic components in hair care such as "parabens, sulfates, and triclosan" are driving users to seek the benefits of using organic hair care products.
  • Some hair products will not work for men with thick hair.
  • Men's hair care products typically have minty scents, making them incompatible with the usual men's cologne scent.
  • Men's hair care products are also not sold in small containers that are more "travel-friendly."
  • Some popular men's hair products can also be tough on weak hair and are not advisable for daily use.
  • Some men's hair products also don't immediately produce a rich lather.
  • Thick hair products can weigh men's hair down. Thinner products such as liquids or fine pastes should be used for thinning hair.

Research Strategy

To obtain quantitative insights into the unmet needs in hair care or hair styling products of U.S. women, men, and/or both, we leveraged the most reputable sources of information such as beauty publications (InStyle), lifestyle magazines (Good Housekeeping, lifestyle surveys, beauty company websites, and other relevant industry sources. We then found relevant insights that apply to women, men, and both. However, the available quantitative findings were limited. As there were limited findings, the geographic scope was expanded to include some global report results that also include the U.S. We also obtained insights from global hair market research reports (PR News Wire, Mintel, etc.) to provide more robust findings into the overall unmet needs in hair care and in the overall beauty category that also includes hair care.
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Short Term Hair Care Products

Key Takeaways

  • Three products used for shorter-term haircare are hair gels, hairspray, and color wax.
  • All Things Hair opined that hair gel is a great alternative to grabbing bleach and hair dye bottles and the most temporary option to give the hair some cosmic flavor.


The research provides a description of three shorter-term haircare products, including how they are used for such purposes.

Hair Gel


Color Wax

  • Color wax is one of the latest temporary hair color trends that is definitely less harmful than permanent dyes that contain harsh ingredients like ammonia.
  • Color wax is made of a mix of beeswax and color pigments that coat the hair strand but do not permanently alter the structure of the hair the way peroxide and ammonia do.
  • Unlike hair gel, wax is a very thick styling product used to hold the hair in place once it has been styled and remains very soft and will not dry out during the day, which is great for people who tend to deal with dry and brittle hair.
  • Hair wax is a great product to use if you want a lot of control over the appearance of your hair and want to be able to spike it in different directions. This product needs to be applied to hair that is completely dry for the best results.
  • Hair wax lasts for four days and can be washed off using buildup-busting products like a pre-poo to loosen up the wax and pigment, followed by a scalp and hair scrub to clarify and remove excess buildup.

Research Strategy

For this research on short-term hair care products, we leveraged the most reputable sources of information that were available in the public domain, including All Things Hair, Head Curve, Naturally Curly, and Byrdie.

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Long Term Hair Care Products

Key Takeaways


  • Hair masks, shampoo, and hair moisturizers are some products used for longer-term hair care. For each of the listed products, this research includes a brief description of how it is used and the ideal ingredients that consumers should look out for when shopping for these products for longer-term hair care.

Hair Masks

  • Hair masks are an essential product for long-term hair care. One of the most important factors to consider when shopping for hair masks is the ingredients. Jojoba, argan, and a wide range of natural oils, for instance, can not only boost hair growth but can also help nourish and strengthen hair follicles to add more volume and sheen to the hair. Hair masks with the right ingredients can also prevent hair breakage. After washing hair with shampoo, a hair mask may be applied and washed off after 3-5 minutes before towel-drying the hair.
  • Hair masks are ideal for all hair types as they are fundamentally made to restore moisture and softness to brighten the hair. Hair with highlights is particularly at great risk of brittleness, and in this case, hair masks counter and repair the dryness, regardless of the hair texture. Hair masks can also be used to replenish nutrients and enhance a hair's shine. Experts advise that masks should be worn once or twice a week for optimal results. Hair masks can also be used in place of conditioners.
  • There are many factors to consider when shopping for hair masks, and these include; hair type, condition of the hair, and quality of the hair mask based on the ingredients. Experts advise trying different hair mask products before settling for one because other hair mask products are designed for various functions. Different products can also boost damaged hair in different areas, especially if they have a multi-masking purpose.


  • Shampoo products are long-term hair care products that are used to clean hair. In this case, hair must be first saturated with warm water before it is lathered with shampoo and thoroughly massaged through the hair, especially the scalp, before rinsing off. One of the factors to consider when shopping for shampoo is ingredients. Sulfate-free products, for instance, are ideal for strengthening hair and minimizing breakage as they are gentle. Other factors to consider are the volume of the hair, whether the hair is color-treated, damaged, or frizzy.
  • Good shampoos can be costly, but they can efficiently control split ends and speed up hair growth. Biotin and collagen are also rich ingredients used in shampoos, especially those that double up as conditioners. These ingredients add a more gelatinous texture to shampoos, which helps to add more volume and sheen to hair. The ideal shampoo removes grease from hair without necessarily stripping it off its natural oils. People with highlights or colored hair should go for shampoos that preserve the shade.
  • A good shampoo is nourishing and moisturizing, especially when used weekly. Shampoos with nourishing and moisturizing effects have shea butter, coconut oils, jojoba, ceramides, dimethicone, and glycerin. Some shampoos are also used to treat scalp issues such as oiliness, acne, and dandruff. These shampoos have specialized ingredients such as tree tea oil, charcoal, salicylic acid, selenium sulfide, and pyrithione zinc.

Hair Moisturizer

  • Hair moisturizer is one of the critical and long-term hair care products for all hair types and textures. Some hair moisturizers are labeled as leave-in conditioners. They have similar functions; to rehydrate and shield hair from brisk weather conditions, harsh ingredients from other hair products, and rough towels. Most hair moisturizers are lightweight and include vitamin E and provitamin B5 to protect hair against damage.
  • Other vital ingredients in hair moisturizers include shea butter, coconut oil, avocado oil, argan oil, and sweet almond oil. These ingredients are usually blended to perfection to repair, moisturize, soften and detangle hair. Moisturizer should be dabbed and massaged onto the scalp.
  • Industry experts advise that consumers of all hair types should prioritize hair moisturizer products to counter brittleness and dryness. Hydrating the tresses with quality moisturizing products can yield springier and shinier strands. "The role of these conditioners is to refortify the cuticle with a protective coating and add additional moisture to the cortex, allowing the hair to keep growing without breaking," says natural hair expert and consultant Sarah Roberts.

Research Strategy

This research has used the most credible and publicly available sources such as Health Line, Elle, NBC News, and Marie Claire to establish the products used for longer-term hair care. With the help of these sources, we have managed to provide a brief description of each of the product listed, how it is used and the factors to consider when shopping these products for the longer-term hair care.
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Hair Care Brand Perceptions

Key Takeaways


This brief provides some insights into customer brand perceptions of haircare products and/or services. The brief covers consumer perceptions on things like product newness, fashion consciousness, hair care brand website features, and product/service pricing. The information found shows that there is increased demand for natural and organic hair care products.

Preference for New & Innovative Products

Increased Fashion Consciousness

Preference for Brands with User-Friendly Websites

Preference for Quick Delivery of Products & Services

Preference for Affordable Pricing

Research Strategy

To highlight some customer brand perceptions of haircare products and/or services in the US, your research team made an in-depth study of the information provided on the websites of firms that conduct research on consumer sentiments in the hair industry. The team studied information on consumer perceptions of haircare products and/or services in the US on various websites, including Beauty Packaging, Gartner, Retail Customer Experience, and Reseller Ratings. We used the information gathered from these sources to generate information on customer brand perceptions of haircare products and/or services in the US.
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Top Hairstyling Treatments

Key Takeaways

  • Allure, InStyle, and The Oprah Magazine all named the Color WOW Dream Coat Supernatural Spray one of the best products in 2020.
  • According to a recent market report, hair oil has gone from an in-salon treatment to something consumers want to have in their homes.
  • The Olaplex hybrid system of in-salon and at-home products has quickly become one of the most popular hairstyling treatments. The system has numerous best-sellers on both Amazon and Sephora.


There are numerous hairstyling treatments that have gone from salon exclusives to at-home treatments, which has led to a shift in how some of these products are commercialized. Many of these products are considered the best in their categories by reputable publications led by hairstylists and beauty experts. Plus, they have become best-sellers at important beauty marketplaces, such as Sephora and Amazon. While some products could replace traditional at-home treatments, others represent a product that was never at-home or that cannot replace an established traditional treatment.


  • The Olaplex No.3 Hair Perfector is considered the best bond builder according to the 2021 Harper's Bazaar Hair Awards. According to the publication, stylists love this product.
  • In addition, the No.3 Hair Perfector is among the best-sellers at Sephora and it has also become the best-seller for the Olaplex brand.
  • Furthermore, the No.5 Conditioner has also become a best-seller, specifically in the hair conditioner category on Amazon. This could be representative of a replacement of traditional conditioners.
  • Moreover, the No.6 Bond Smoother is the third most-sold product in the hair category at Amazon.
  • The Hair Perfector works by quickly repairing disulfide bonds present in the hair, repairing any damage as well as providing protection to each strand. It can be used in all hair types and the product is completely free of parabens, phosphates, and sulfates.
  • The hair bond multiplier global market has shown considerable growth and it is expected to continue growing. However, the use of these systems in salons is projected to continue, in part thanks to the associations of key players with salon chains, influencers, and well-known hairstylists.
  • The Olaplex system was initially used mainly by stylists looking to protect the hair of their clients during coloring treatments.
  • It has now become quite popular as an at-home treatment, specifically the No.3 treatment and onward. No.1 and No.2 continue to be salon-exclusive, which could be a hybrid model adopted by other players in the market in the future.

Farewell Frizz Blow Dry Perfection Heat Protectant Cream

  • This product is considered the best in its category by Harper's Bazaar.
  • It has no silicone and can withstand temperatures of up to 450 degrees. Plus, there is no frizz after the styling.
  • It is also free of sulfates, parabens, and phthalates. According to an Allure expert, this product is one of the best of its kind.
  • That said, it is important to highlight that this specific treatment is not the best-seller on Amazon. That title goes to the HSI Professional Argan Oil Heat Protector, which is the number one best-seller in overall hair treatments.
  • Traditionally, heat protectant creams and sprays were used at salons. They were considered key for obtaining that "salon look". Now, they are regularly used at home.

Color WOW Dream Coat Supernatural Spray

  • The WOW Dream Coat is used with the goal of blocking humidity, decreasing and protecting hair from frizz.
  • It is targeted to all types of hair and its function is that of a spray that smooths down the hair, with impressive durability. One application can withstand 3 to 4 shampoos.
  • Allure, InStyle, and The Oprah Magazine all named it one of the best hair products in 2020.
  • It is among the top 10 best-sellers on Amazon in the hair styling products category. Plus, it is also one of the best-sellers at Sephora, making it a very popular product.
  • This product has been called "an affordable alternative to a salon appointment" by Byrdie, a reputable beauty publication.

Ouai Leave-In Conditioner

  • This is considered one of the best leave-in conditioners by different publications. This product was directly created by hairstylist Jen Atkin.
  • Vogue considers it one of the best leave-in conditioners. The same can be said of Harper's Bazaar and The Cut.
  • Plus, it is one of the best-sellers at Sephora and it has 4.7 stars and over 4,800 reviews on Amazon, showing its popularity.
  • While some people choose to use it as a conditioner, beauty expert publication Byrdie advises against the use of leave-in conditioner in this way. However, it is difficult to determine if this type of product has replaced traditional conditioners.
  • That said, a recent market report indicates that leave-in conditioners have been driving considerable growth of the hair conditioner market in North America. However, rinse-out conditioner continues to be responsible for the largest growth of the overall market.

Kérastase Bain Densifique Shampoo

  • This shampoo by Kérastase is described by Good Housekeeping magazine as a "salon splurge that’s worth it." This publication placed this product among the best hair products in 2020.
  • Plus, Byrdie also considers it one of the best choices. More specifically, the publication places it on the category of best hair growth shampoos.
  • Unlike some of the aforementioned products, this is not sulfate-free nor cruelty-free. While it is not among the top sellers at either Amazon or Sephora, it has a 4.6 rating on Amazon, with over 2,000 reviews.
  • One of the key ingredients in this shampoo is hyaluronic acid. The overall effect is volume-enhancing, with nutritive ceramides that help restore and strengthen the hair.

Perfect Day Dry Shampoo

  • The global dry shampoo market has grown considerably during the last years and North America is the main driver of this growth according to a market report.
  • A second report reveals that dry shampoo is one of the most popular products among women worldwide. This could be fueled by the increase in personal care expenditure and the positioning of dry shampoo as a more affordable alternative.
  • Therefore, it is no surprise that the Perfect Day Dry Shampoo is among the best-sellers overall on Sephora.
  • Furthermore, this treatment is considered the best dry shampoo by Harper's Bazaar. It has also become the best-seller on Amazon in the dry shampoo category.
  • While it can be used as hairspray, it is uncertain if it will ever replace this type of product. Furthermore, it is apparently clear that it will not replace regular shampoo.

Moroccanoil Treatment

  • Hair oil is another hair treatment that has grown considerably during recent years.
  • As explained in this market report, this product has gone from an in-salon treatment to something consumers want to have in their homes.
  • One of the most popular brands is Moroccanoil, and there is an entire line of treatments offered by this brand. However, the product called Moroccanoil Treatment is one of the most popular ones.
  • According to Glamour, it is the best overall hair oil, appropriate for all hair types. It is also among the top 15 best-sellers on Amazon in the hair oil category.
  • Plus, the "mini" version is also among the best-sellers on Sephora.
  • It is also used by stylists as a leave-in conditioner, and Vogue ranked it among its top treatments in this category. Lastly, Byrdie considers it the best oil serum in the market.

Research Strategy

For this research on the top hairstyling treatments used in the United States, we leveraged the most reputable sources of information that were available in the public domain, including articles from established beauty publications such as Harper's Bazaar and Self. These articles showcased the hair treatments that stylists and experts considered the best. We looked at these hair treatments as both categories and products. To be able to provide a clearer example of the popularity of these treatments, we focused on specific brands that have been considered as the best or that are popular in certain marketplaces, such as Amazon, to assess the reach of the product and estimate its at-home adoption when possible.

Research proposal:

Only the project owner can select the next research path.
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From Part 10