With sales up 76% at John Lewis, hair mists from MFK, Chanel and Jo Malone London are winning consumers who want to buy their desired fragrance brands for less
The hashtag #hairmist has reached over 117.8 million views on TikTok
Unassuming agents of the fragrance world, hair perfumes have long played second fiddle to the main event – the pillar edp or edt.
But while they may have once been viewed as superfluous, albeit delightful, indulgences, hair perfumes are taking on fresh appeal with cost-conscious consumers due to their lower price tag.
At a time when inflation has risen exponentially, making luxury and designer perfumes less affordable than they were just a year ago, hair perfumes offer consumers a way to experience the same scent at a fraction of the cost of the regular perfume.
They give an option to consumers who still want to buy their desired brand, rather than opt for a dupe by different brand.
Karla Woolley, Buying Manager at The Perfume Shop, tells Cosmetics Business: “Hair mists are a great entry point price into a fragrance category so a perfect opportunity for the customer to access luxury beauty.”
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