This article was originally published in the Cosmetics Business Hair Care Trend Report. Receive your copy here.
With their botanical-based clinically-proven formulas, sensorial experiences and aesthetically pleasing packaging, new entries in the hair growth segment are poles apart from the pharmaceutical style treatments that have traditionally dominated this space.
The segment has been commanding a steady influx of prestige hair care players in recent years, with brands such as Augustinus Bader and The Nue Co honing in on hair growth as the basis for their latest developments.
But 2024 has seen an uptick in prestige brands who are reimagining the category to meet consumers’ needs around thinning hair and hair loss in new ways.
“We’ve seen a big shift in this space going from drug store to more prestige brands,” says David Hutchinson, SVP Global Marketing at Aveda, which initially entered the segment in 2012 and this year launched a new plant-based solution for thinning hair called Invati Ultra Advanced.
“As more popular brands are entering this space, it gives the consumers a feeling that there is a true need state for these products, and that they are not alone in their desire to address any current hair thinning concerns or to help prevent future hair thinning.”
And their efforts are paying off.
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