According to Statista, the U.S. hair care market is projected to generate $13.60 billion in revenue in 2024, with a CAGR of 1.16%. Circana’s data showed prestige hair sales grew 14% in 2023, compared to 6% in mass. Within the prestige hair category, hair styling was the fastest grower with dollar sales up 24%. Masstige brands accounted for 20% of the hair care sector. According to Spate’s 2024 trend report, Head Spa was one of the top five trends in hair care with a +30.3% predicted growth. Scalp care, bond repair, textured hair, sustainable and natural ingredients, celebrity launches, dry shampoo, hair perfume, and new distribution partnerships drive hair care innovation.
SCALP CARE
The skinification of hair care has been trending since 2020, focusing on scalp care. Circana’s data showed sales of scalp care jumped 42% in 2023. According to Innova Market Insights, there was a 21% average annual growth from October 2018 to September 2023 for skin care mentions used in hair care product launches. Hair treatments were the most popular application and Innova expects this category to continue to expand with a 36% average yearly growth for the next five years. Dove debuted the Scalp + Hair Therapy Collection, which was developed with dermatologists. The collection features six products: Clarifying Foaming Scalp Scrub, Clarifying Shampoo, Hydrating Shampoo, Hydrating Conditioner, Root Lift Spray, and Restore Scalp Serum. Clearstem introduced a Restorative Shampoo and Repair Conditioner for acne care. The products are non-pore-clogging, dermatologist-tested, and safe for everyday use on all hair types and sensitive skin. Restorative Shampoo contains rosemary, spearmint, and chamomile, while the Repair Conditioner features watermelon oil, hydrolyzed almond seedcake, and kokum butter. L’Oréal Paris released Elvive’s Hyaluron + Plump Collection exclusively at Walmart in three SKUs: Hyaluron Pure Oil Erasing Serum, Hyaluron Pure Purifying Shampoo, and Hyaluron Pure Rehydrating Conditioner. All products are infused with hyaluronic acid and salicylic acid to exfoliate and purify the scalp. Kristin Ess added the Softening Collection to the brand’s lineup in Ultra Rich Softening Shampoo, Ultra Lightweight Softening Conditioner, Subtle Shine Softening Oil, and Velvet Finish Softening Mask. The products are designed to wash, hydrate, and help style over-processed, dry, or dull strands sold exclusively at Target. ICON’s latest launch Body is a liquid-to-froth volumizing foam formulated with seven hyaluronic acid weights, fermented rice, black walnut, and a fusion of botanical extracts. Skin care brand Curology has expanded into hair care with the launch of Hair Formula RX, a personalized prescription hair growth treatment, which contains a higher dose of minoxidil. Consumers complete an online questionnaire, upload photos of their scalp, and share concerns with the in-house licensed dermatology providers to determine the right prescription.
BOND REPAIR
Bond repair products originated in professional hair care and were only obtainable from salons. These products use similar chemistry to hair care and are designed to help fix and improve hair health by rebuilding broken bonds within the hair strands. The trend to accessible at-home bond repair formulas continues with new products. Olaplex inventor Eric Pressly has added Healthy Hair Shampoo and Healthy Hair Conditioner to his Epres line. Both products are formulated with the brand’s patented Biodiffusion™ technology to “penetrate deep into the hair shaft, reconstruct bonds, and strengthen strands from within.” Garnier Fructis launched the Fructis Hair Filler line, “to offer an affordable option of bond repair products.” It is available in three ranges: Color Repair with Ceramide, Moisture Repair with Hyaluronic, and Strength Repair with Vitamin Cg. Pantene expanded its portfolio with two Miracle collections formulated with Pantene’s exclusive Melting Pro-V Pearls technology “that work as bond builders to transform damaged hair, restoring strength and shine.” The Miracle Rescue range includes seven products, while the Pro-V Miracles Collection offers eight products including Shampoo and Conditioners. There are three variants: Curl Define & Shine with Coconut + Shea, Infinite Lengths with Biotin + Collagen, and Miracle Bond Repair with Keratin + Vitamin E. Acidic Bonding Curl System by Redken is a six-product collection made with a bonding care complex and includes a Shampoo, Conditioner, Leave-In Treatment, Gel, Cream, and Mist.
TEXTURED HAIR IRL
According to Syensqo, over 65% of the world’s consumer population, about 1 billion consumers, has textured hair. On average, women with textured hair spend 78% more on products than women with straight hair. In 2023, NielsenIQ’s data showed Black consumer spending on Beauty products amounted to $9.4 billion. Multicultural products for textured hair are launching in a variety of applications. For example, Palmers debuted a Coconut Oil Formula® Amino Bonding Complex system in four products: Conditioning Masque, Hair Gloss, Healing Oil, and Leave-In Treatment, all formulated with proprietary natural multi-action bond building technology. African Pride added the Feel It Formula Peppermint, Rosemary & Sage Strengthening hair care line to its portfolio. The 4-step collection caters to all hair types, chemical, relaxed, or transitioning to restore dry and damaged hair, and treat irritated scalps. The Shampoo is designed to deeply cleanse the hair and scalp to remove product build-up without stripping moisture. The Mask strengthens and hydrates hair strands from root to tip while the Oil stimulates, and hydrates the scalp to restore breakage and promote healthy hair growth. The Balm stimulates and moisturizes the scalp, edges, and nape. Carol’s Daughter has expanded its range with new styling products. The Goddess Strength Smooth & Shape Balm features a blend of castor oil, ginger, and black cumin seed and is said to offer a 24-hour matte hold and help protect the hairline from styling damage. The Black Vanilla Moisture & Hold Jelly is made with shea butter, jojoba oil, and vanilla. The non-sticky formula locks in moisture and provides up to 72 hours of hold without buildup, flakes, or crunch. In South Africa, Dark and Lovely added a Stimulating Hair Serum to its Pro Collection.
VIRTUAL TEXTURED HAIR
In addition to textured hair in real life, to increase diversity in video games, especially for Black gamers, brands are developing textured hair colors and styles in virtual worlds. For example, Dove partnered with Open Source Afro Hair Library and launched Code My Crown a free guide on how to code natural hair. Similarly, Dark & Lovely partnered with The Sims video game and content creator Danielle Udogaranya known as Ebonix. They created new game modifications for hair colors and styles for in-game characters in The Sims 4, with 10 to 12 color variations inspired by Dark & Lovely’s new Immersive Bolds Collection.
SUSTAINABLE & NATURAL INGREDIENTS
There’s been a growing demand for better-for-you and better-for-the-planet consumer products. Several new sustainable or natural hair care products are launching. The global sustainable packaging market was valued at $319.62 billion in 2023 and is expected to reach $491.75 billion in 2029, at a CAGR of 7.44%, according to ResearchAndMarkets. Herbal Essences launched 11 newly formulated Shampoos and Conditioners. Each product is formulated with a blend of pure aloe and camellia oil certified by plant experts at The Royal Botanic Gardens, KEW. In addition, the products have at least 96% natural origin ingredients and are certified PETA cruelty free and paraben free. The bottles are now made with 25% less plastic than previous packaging and include raised tactile markings so people with impaired vision can easily differentiate between shampoo (stripes) and conditioner (circles). V&Co. Beauty founded by father and son Tom and Mike Redmond launched a Peptide-Infused hair care brand in four targeted varieties: Curly, Straight, Thickening, and Wavy. The vegan products contain a peptide blend of amino acids, proteins, vitamins, and peptides and are cruelty-free, and free from parabens and sulfates. The Shampoos and Conditioners come in one-of-a-kind bottles made from 65% recycled materials. B Corp brand Babo Botanicals introduced a line of EWG Verified Shampoos and Conditioners housed in sustainable paper cartons that contain 80% less plastic than typical bottles. The cartons are water-resistant, verified by How2Recycle, and can be recycled anywhere milk cartons are accepted. There are three formulas: Defining Baobab & Rosehip (Curly and Frizzy), Nourishing Mango & Hibiscus (Dry and Damaged), and Purifying Lemon Tea Tree & Grapefruit (Flat and Oily).
CELEBRITY HAIR CARE
Like fine fragrance and skin care, celebrities are getting into the hair care game with new products and new brands. Cécred Haircare by Beyoncé Knowles-Carter has received a lot of press for her eight-piece Foundation Collection. The products are formulated with performance-driven ingredients including Bioactive Keratin Ferment, a patent-pending technology made from wool-derived keratin, honey, and lactobacillus ferment. The Clarifying Shampoo & Scalp Scrub contains organic purple willow bark, tea tree oil, microcrystalline cellulose, exfoliating acids, and niacinamide, while the Reconstructing Treatment Mask contains Bioactive Keratin Ferment, hydrolyzed rice and wheat protein, sea buckthorn oil, squalene. The Fermented Rice & Rose Protein Ritual combines hydrolyzed rice protein, rose powder, honey, green tea leaf extract, fermented rice powder, and biotin. These products cleanse, condition, and repair the hair. British singer-songwriter Rita Ora in partnership with Anna Lahey of Vida Glow debuted Typebea, a four-piece hair care collection. All products feature the hero ingredient Baicapil™, “an active that has been shown to stimulate hair growth, improve hair density and reduce hair loss in three months.” G1 Overnight Boosting Peptide is a water-based leave-in growth serum made of three peptides, while G2 Strength + Length Shampoo is a salicylic acid-based shampoo. The G3 Strength + Length Conditioner is plant-based keratin-infused and G4 Hydra-Gloss Treatment is a hydrating mask with hyaluronic acid. 4U by Tia by actress and entrepreneur Tia Mowry expanded her Hemi-15-powered vegan hair care line with Soft Curl Defining Mousse. The Mousse is made with chia seed, lilac extract, and Hemi15, with a green apple scent blended with lotus blossom and honeysuckle florals. ZARA unveiled its second haircare collection of six hair styling products with Guido Palau. The Everyday Basics range features Blow Dry Spray, Curl Activator, Dry Texturising Spray, Hair Balm, Hairspray, and Volumising Mousse. It is packaged in colorful bottles and the products smooth frizz, enhance curls, and add texture. Bella Hadid announced the launch of a new beauty brand Orebella, which the trademark filing indicates will be scent-focused. Shampoos, conditioners, leave-in conditioners, and styling creams were included in the application.
DRY SHAMPOO
According to Exactitude Consultancy, the global Dry Shampoo market was worth $3.33 billion in 2023 and is expected to reach $5.35 billion by 2030, at a CAGR of 7%. The top prestige hair launch item in dollar volume sales for 2023 was Living Proof’s Perfect Hair Day Dry Shampoo, while the top mass launch was Batiste’s Bare Dry Shampoo, according to Circana. Batiste partnered with gymnast Suni Lee to launch Sweat-Activated and Touch-Activated Dry Shampoos. The Sweat-Activated Dry Shampoo absorbs oil, is infused with bergamot, bamboo, and pear, and releases bursts of fragrance when you sweat. The Touch-Activated Dry Shampoo absorbs oil and releases a bergamot, waterlily, red berries, and lavender scent each time you touch your hair. Hask has added Tea Tree Oil & Rosemary Scalp Detox Dry Shampoo to its lineup. The lightweight dry shampoo is formulated with ultra-fine rice starch that eliminates oil, impurities, and odor without a chalky residue. It is free of talc, aluminum, sulfates, parabens, silicones, phthalates, gluten, and artificial colors. K18 debuted Airwash, an innovative biotech-powered dry shampoo. Powered by K18’s patented biotechnology, “odorBIND,” the non-aerosol dry shampoo delivers clean hair without a white cast, starchy buildup, or heavy fragrances. It is formulated with biotech-derived Mediterranean microalgae and uses translucent microbeads to absorb oil.
HAIR PERFUME
According to Spate’s July 2023 Fragrance Trends Report, Hair Perfume has seen a +12.0% year-over-year growth. Top volume brands include Gisou, Pink Sugar, and Byredo. Consegic Business Intelligence projected the global hair and body mist market to surpass $19 billion by 2030. Consumers are interested in hair care scents such as mist, spray, or oil. At the end of 2023, in honor of Balmain Hair’s 50th anniversary, the brand introduced The Heritage Collection in three hair perfumes: Cardamom 1974, Ginger 1974, and Vetiver 1974. The Cardamom perfume blends cardamom, black pepper, bergamot, lemon oil, vanilla, rose, blackcurrant, patchouli, Ambroxan, cedarwood, and white musk. Ginger mixes ginger, bergamot, black pepper oil, ginger oil, vanilla, fir balsam, cardamom oil, cumin oil, oakmoss, amber, cashmere woods, cedarwood, suede, and white musk. Vetiver combines grapefruit, florals, vetiver, cedarwood, and balsams. Gisou released the Honey-Infused Hair Perfume Floral Edition – Wild Rose with a blend of wild roses, sustainably sourced Mirsalehi Honey, and vanilla. Skylar’s Boardwalk Delight fragrance launched in 2023 and sold out at Sephora and on skylar.com within 10 days of launch. Meant to “capture the essence of boardwalk life,” the scent features cotton candy, raspberry sorbet, coconut milk, and pure vanilla. This year, Skylar Boardwalk Delight Hair and Body Mist joins Coconut Cove, Peach, and Vanilla Sky Hair and Body Mists. Although not a hair perfume, a notable launch is Happy Hair People™, which is formulated with happy MoodScentz+™, a mood-boosting fragrance technology that “is scientifically proven to enhance happiness and create a positive frame of mind.” The line has three distinct ranges: Ride the Waves, Straight Talkin, and Yes Curl in Shampoos and Conditioners. The brand also offers Feelin’ Groovy Curl-Defining Cream and Happy Soul Leave-In Conditioner. Sold exclusively at Target, the formulas are cruelty-free, vegan, and free from sulfates and packaged in bottles made from 50% recycled plastic.
NEW DISTRIBUTION
As part of Bloomingdale’s Carousel rotating concept, the 10-week theme for March was hair care. After that, hair care will become a permanent in-store fixture. AG Hair, Alterna, Isles Formula, IGK, Living Proof, RevAir, and Yves Durif, are joining Bloomingdale’s line. Barry’s HIIT brand has joined forces with lifestyle brand Ouai on an exclusive amenities partnership. Barry’s members will have access to Ouai’s Detox Shampoo, Body Cleanser, Medium Condition, Hand Wash, and Hand Lotion. Ouai also created its first Detox Face Cleanser made with glycolic acid to cleanse and exfoliate. French haircare brand Christophe Robin has partnered with the Vanity Group on an exclusive hotel collection in two ranges Hydrating and Regenerating. The Hydrating collection is formulated with a base of aloe vera with a fresh scent of citrus, floral, and wood. The Regenerating collection is infused with prickly pear oil, rich in omega-3 and 6 and vitamin E, and features Bergamot, orange, florals, vanilla, and tonka bean.
Hair care is a hotbed of innovation. Scalp care, bond repair, and textured hair are the main drivers supported by sustainable and natural ingredients, celebrities, dry shampoo, hair perfume, and new distribution partnerships. Watch as new effective and tech-driven ingredients address the skinification of hair care across applications.
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