Overnight hair masks are increasing in popularity, appealing to time poor consumers looking to treat, repair, nourish and moisturise both hair and scalp while they sleep.
The number of hair treatments launched that mention ‘night’ has more than doubled since 2021 (according to Mintel GNPD).
Hair treatments should be targeted to provide specific benefits, the most popular in this category being hydration, colour care, repair and shine.
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