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Hair Consumer Insights

Soy Treatment
Cosmetic brands are creating leave-in hair treatments with soy proteins
Trend - Personal care brands are creating leave-in hair treatments designed to detangle, protect, and vitalize hair. The key ingredient is soy protein which has been shown to produce more resilient and healthy hair, resulting in fewer split ends or breakages, particularly for consumers with longer, thicker hair.

Insight - The ever-growing popularity of the self-care and haircare industries has led to products becoming refined and mature, with consumers becoming intimately knowledgeable of commonly-used ingredients and their specific effects, whether in general or to their specific bodies. The sophistication of the industry leads consumers to opt for more organic ingredients with proven positive benefits. Brands are recognizing these desires and are turning to natural inclusions such as soy protein.
Workshop Question - How could your brand incorporate natural and organic ingredients to meet the growing consumer demand for sophisticated and effective self-care products?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Scalp Microbiome
Haircare products that promote healthy scalp microbiomes are gaining popularity
Trend - Cosmetics brands are creating haircare products with microbiome-supporting formulas. By including probiotics, prebiotics, and stem-cell supporting ingredients, these products are designed to provide both a balanced pH level and a natural protective barrier for the scalp.

Insight - Health and beauty consumers, particularly from younger generations, are becoming increasingly aware of the importance of preventative care. This leads to practices such as wearing sunscreen, moisturizing, and using organic products, to get ahead of skin imperfections. This has led to these consumers recognizing the importance of scalp care in terms of healthy hair development. Brands are addressing the needs of these groups with scalp microbiome-supporting care products.
Workshop Question - How can your brand develop products that align with the growing consumer focus on health and preventative care?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Red Light Cap
Light therapy is incorporated into headwear products for faster hair growth
Trend - Haircare brands are creating helmet and hat-style caps with built-in light therapy to stimulate hair growth. Often incorporating red light to speed up cell division, these caps claim to help hair grow thicker and healthier while also preventing hair loss.

Insight - Consumers with thinning, balding, or damaged hair often seek products that help to improve the health of their scalp without the use of harsher treatments and medications. In response, hair care brands are experimenting with light therapy to deliver targeted scalp treatments that are less invasive and safer than traditional hair transplant procedures. Businesses that cater to the demand for non-invasive products can appeal to consumers who desire tech-based solutions in the personal care space.
Workshop Question - How can your brand enhance its product or service using scientific research?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inclusive Hair
Brands are pushing back against beauty standards with haircare campaigns
Trend - Beauty brands are encouraging self-expression through diverse hairstyles in new marketing campaigns. With a primary focus on textured hair, these campaigns challenge beauty standards and champion cultural roots and individuality. These campaigns leverage authenticity to capture new audiences.

Insight - Beauty brands often struggle with expansion beyond their established target audiences, with many only being popular among certain demographics or regions. However, despite offering products catering to diverse audiences, brand engagement does not always expand quickly, leading to these brands seeking partnerships with agencies or adjacent companies to launch campaigns. By targeting and authentically connecting with the target demographic, these brands can gain the trust of new consumers.
Workshop Question - How could your brand expand its market presence by fostering a positive connection with its audience through transparency?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hair Cosmetic
Hair customization is revolutionized with new makeup-style products
Trend - Hair makeup refers to products or techniques used to enhance or alter the appearance of hair without making permanent changes. These products often include concealers, powders, and temporary colors that help consumers give their hair an elevated look.

Insight - As a result of the pandemic, Millennial consumers are embracing vintage trends to evoke nostalgia and find solace in the familiar comforts of the past. Hair cosmetics, crafted with a nod to 90s trends, cater to a consumer desire for familiarity, customization, and reconnection with the elements of youth. Brands that cater to this demand can create a strong emotional connection with nostalgia-driven consumers, translating into brand loyalty over time.
Workshop Question - How can your brand use trends of the past to influence the present?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Minimalist Hair
Hair care brands prioritize minimalism in the same way some skincare brands are
Trend - With minimalism in skincare being popular in reaction to the several-step routines that were overwhelming or inacessible to many consumers, brands in the hair care industry are following suit. Minimal ingredients and products in lines are on the rise as brands look to prioritize simple yet effective routines.

Insight - With the vast range of choices that consumers have in the personal care space, many find themselves overwhelmed with their options. Minimalist personal care routines are becoming more popular among low-maintenance consumers who want to maintain their health and beauty without it taking up too much time in their routines.
Workshop Question - How could your brand make purchase decisions less overwhelming for customers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bonded Hair
Hair care brands tout the "bond-building" benefits of their formulations
Trend - In order to combat lack of volume or thinning hair from aging or dyes, hair care brands are increasingly touting the "bond-building" complexes in their shampoo and conditioning products. These bond-building ingredients aim to strengthen the hair and therefore improve its volume.

Insight - Consumers increasingly research products before they buy them, particularly in the cosmetics and hair care space. Now that ingredient and general product knowledge is so common, brands are having to rely less on marketing and claims, and more on featuring ingredients that they know consumers will be looking for.
Workshop Question - How could your brand use consumers' advancing product knowledge to its benefit?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Peptide Hair
Hair care brands are highlighting peptides in their products
Trend - The growing popularity of peptides in skincare has given inspiration to hair care brands. Known to plump and hydrate hair strands, peptides in hair products help strengthen and add volume to the hair.

Insight - The average consumer of cosmetic products is highly educated in the space, thanks to resources they have available online, and the still-growing popularity of the industry. These knowledgeable consumers look more to ingredients than they do brands' claims, and turn to brands that incorporate and highlight ingredients that consumers' know will be useful for them.
Workshop Question - How is your brand catering to the educated consumer?
7.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Salicylic Cleanse
Hair-cleansing products use salicylic acid for deeper penetration
Trend - Salicylic acid is being incorporated into hair products, with everything from scalp scrubs to shampoos incorporating this chemical exfoliant. Known for its ability to remove oil from pores, these products are especially useful for people with oily scalps.

Insight - Active ingredients have become more popular among consumers, with social media and cosmetic information online making them more educated on the ingredients that work best for their various needs. The growing desire for active ingredients is moving beyond skincare, and now into makeup and hair care as well.
Workshop Question - How could your brand take inspiration from similar industries?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alt Shampoo
Dry shampoo products come in increasingly convenient formats
Trend - Dry shampoo is already known for being convenient and time-saving, and hair care brands are enhancing these qualities with new formats and formulations. Now, dry shampoo is offered in everything from multi-purpose portable powders to blotting papers.

Insight - Between working, personal responsibilities and daily routines, consumers often find themselves time-strapped. This means having to shorten certain routines in the name of convenience. Brands that are able to add elements of convenience into their product/service will appeal to these busy consumers.
Workshop Question - How could your brand add convenience to its customers' lives?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends