Women are dropping out of the styling segment in a bid to care for their hair as well as follow trends for more natural styles
The women’s hair care category saw a 1% value decline in 2019 reaching £1.37 billion as women drop out of the styling segment in a bid to care for their hair as well as follow trends for more natural styles.
Indeed, the styling segment saw a 4% value decline in 2019 as 40% of female haircare users styled their hair less frequently in the last year.
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Written by Roshida Khanom, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Women’s haircare continues on a downward trajectory when it comes to value sales, with the styling segment in particular suffering losses. Hair health is paramount to women, impacting hair care behaviours through a reduction in frequency of washing and styling hair.
Whilst ‘clean’ and natural claims continue to be important, sustainability trends in the wider BPC market could mean that brands will need to rethink their approach to natural ingredients in the future.
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