Hair Care Trends: Women
- "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.
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.