Report introduction: At a glance
What's in this report?
Introduction
Top 5 trends:
1. Curl power
5. Store appeal
Key challenges addressed
Hair care is thriving. Running on a tide of science-backed and health-oriented innovations, dynamic young brands and strong consumer appetite, hair care is one of the only beauty and personal care categories to have continued growing throughout 2020. And in 2021, global sales are accelerating even further.
Global value and growth, 2021
Luxury hair care is the most dynamic segment, fuelled by brands such as star player Olaplex, which expanded rapidly over the past year and posted growth of 171% for the first half of 2021.
Premium brand Davines grew 35% in the first four months of the year versus 2020, Aveda’s online sales grew strong double digits in the 2021 fiscal year and the L’Oréal Group stated that Kérastase sales were ‘particularly dynamic’ in the first quarter of 2021.
But for all the positive news, the category is still facing some key challenges. Kantar has tracked the impact of salons reopening on at-home hair colourants, and in the UK the segment lost one million shoppers this year – equating to a £32m fall – as consumers returned to having their hair professionally coloured.
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- Companies:
- L'Oreal
- Solvay
- Estée Lauder Companies
- Euromonitor International
- Marks and Spencer
- Kantar
- Mintel International Group
- Procter and Gamble
- Unilever
- Avon Products
- Philip Kingsley Products
- A S Watson
- NPD Group
- Ulta Beauty
- Harrods
- WGSN
- Tony Maleedy Hair
- Prai Beauty
- Davines
- Olaplex
- Mielle Organics
- Nylahs Naturals
- Flora and Curl
- Wizz and Co
- Only Curls
- Be For Innovation
- Briogeo
- Camille Rose
- Bleach London
- Afrocenchix
- ByteDance
- The Inkey List
- Shaz and kiks
- Champo
- Better Not Younger