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Hair Consumer Insights

Biodegradable Hair
Sustainable hair care is elevated with biodegradable products and formulas
Trend - As sustainability reaches most industries, hair care brands are increasingly prioritizing biodegradability--both in product formulas and in tools that are designed for the hair like brushes and ties.

Insight - Sustainability is increasingly becoming a key factor that drives consumers' purchase decisions, and this will only strengthen over time as environmental protection becomes more necessary and urgent. Now, more consumers are turning to brands that prioritize authentic forms of sustainability rather than simply paying lip service to it.
Workshop Question - How could your brand more effectively tackle sustainability?
9.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Plumped Hair
Hair care brands add "plumping" ingredients into their products
Trend - Hair care brands are formulating products that are intended to "plump" individual hair strands for added volume. Ingredients like rice water and marine collagen are being used to achieve these plumping effects.

Insight - Cosmetic industries that include skin, makeup and hair care are becoming more popular as consumers become more educated on their needs, and the products or ingredients they need to achieve their personal care goals. As consumers become more knowledgable, brands in the industry will appeal to them with science-forward formulations and branding.
Workshop Question - How is your brand catering to the educated consumer?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Low-Carbon Hair
Low-carbon hair care products reduce environmental impact
Trend - In order to slow down climate change, reducing carbon emissions across industries is crucial. Some brands in the hair care space are making their own attempts by prioritizing low or no-carbon production.

Insight - Climate change has become a priority for more consumers, who are increasingly anxious about the state of the environment and their own personal impact on it. This concern is prompting consumers to be more conscious of their purchase decisions, and make lifestyle adjustments where they can.
Workshop Question - How is your brand effectively prioritizing sustainability?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Silicone-Free Styling
More hair care brands are avoiding silicones in their styling products
Trend - Silicone's popularity in hair care comes from its ability to smooth strands, but also has the side effect of weighing down hair. Noting this, hair care brands are increasingly avoiding silicones in their styling products--opting for other smoothing ingredients that don't coat strands as thoroughly.

Insight - The growing popularity of cosmetics, hair care and skincare has given consumers more product and ingredient knowledge, and a better understanding of their personal needs. Now, people are searching for products based on ingredients rather than branding and claims alone--forcing brands to be more transparent and cognizant of individual consumer needs.
Workshop Question - How could your brand be more transparent with its ingredient lists?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
pH-Balanced Hair
Hair care brands highlight the pH-balancing qualities of their hair products
Trend - pH-balanced toners have become popular for their ability to protect the skin's natural barrier, and this is now extending to the hair care industry. This shift comes as scalp care becomes increasingly important to consumers.

Insight - The rising popularity of (facial) skincare among consumers has now spilled over to other areas--including body and scalp care. Now, more consumers see taking care of their bodies via cosmetics as an essential aspect of their health and wellness routines.
Workshop Question - How could your brand take inspiration from adjacent industries?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Powdered Conditioner
Powdered conditioners work side-by-side with powdered shampoos
Trend - Powdered shampoos and face washes have become popular for their convenience and for their environmental benefits, and hair care brands are now releasing powdered conditioners that turn to a moisturizing paste when they're mixed with water.

Insight - As climate change progresses and its consequences become more apparent, more consumers are beginning to feel climate-related anxiety. To mitigate feelings of stress or hopelessness related to climate change (and to feel a sense of control), consumers are increasingly making eco-friendly choices when they're shopping.
Workshop Question - How is your brand empowering customers to make eco-friendly choices?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gen Z Hair
Hair care brands target the needs of Gen Z consumers
Trend - The hair care industry is increasingly catering to young consumers, with teenage Gen Z consumers being particular interest. Now, brands in this space are featuring playful branding, campaigns and claims that target teenagers.

Insight - Collectively, Gen Z consumers tend to be drawn towards research-backed products with branding that's youthful, and brand values that align with their own. In order to appeal to this demographic, brands are having to meet this criteria and reflect the diversity of needs among this demographic.
Workshop Question - How is your brand shifting gears to prioritize Gen Z's needs and preferences?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Caffeinated Hair
Shampoos contain caffeine to help stimulate the scalp
Trend - Scalp serums and treatments commonly include caffeine, and this ingredient is now being incorporated into shampoos. The use of caffeine in hair care helps stimulate the scalp and promote hair growth.

Insight - Consumers' increased focus on personal care is now more "natural," with less of a focus on things like cosmetics and more on hygiene, skincare and overall wellness. This shift has been influenced by social restrictions and work-from-home lifestyles that have given consumers more time to take care of their health. This shift means that consumers seek out brands that promise easy but effective solutions to their self-care needs.
Workshop Question - How is your brand adapting to consumers' changing lifestyles?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hair Serum
Hair serums are now offered in distinct formulas
Trend - Serums designed for the hair have traditionally come in liquid, cream or gel formulas and work to smooth the hair. Now, hair serums are coming in unique formats that include solid bars, and are offering unlikely benefits that include temporary dyeing.

Insight - As North American consumers continue to prioritize personal care, their standards for products continue to go up. Now, people are more likely to be seduced by novelty and innovative formulas in this space, with the desire to experiment with different products and results.
Workshop Question - How is your brand prioritizing innovation?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Rapid Treatment
Hair-specific masks come in formulas that offer rapid results
Trend - Hair care treatments have been common for centuries, and they're typically designed to sit in the hair for a while in order for tresses to soak up the ingredients. Now, brands are offering hair masks that offer results in five minutes or less.

Insight - The personal care industry continues to grow, but for some consumers the time it takes to achieve effective results in various body treatments can be inconvenient. These individuals turn to brands that prioritize both efficiency and noticeable results in their personal care items.
Workshop Question - How could your brand better prioritize convenience for its customers?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends