Category
Fashion
Scaled Restraint
Trend cluster
Category
Milky
Care
Milk-based hair care products become increasingly popularized.
2.2
Trend score
Trend
What is the Milky Care trend?
Milky Care: Milk-based, or seemingly milky, products designed for the hair are becoming increasingly popular as brands seek out ways to position their items ahead of their competition. The use of the term "milky" creates automatic associations with moisture, and caters to consumers seeking maximum effectiveness with minimal effort in their self-care efforts.
Trend themes
Themes within the Milky Care trend
Three behaviours holding the trend together01
Milk-based Hair Care
Hair care products infused with milk or milk-like ingredients are on the rise as consumer interest in natural and plant-based personal care grows.
02
Leave-in Conditioner Sprays
Convenient leave-in hair conditioning sprays that promise to provide multiple benefits such as detangling, repair, and hydration are gaining popularity among consumers.
03
Restorative Ingredients
Haircare products featuring restoring ingredients like maple, coconut milk, fennel seed extract, and castor oil are in demand by consumers looking to nourish and repair their hair.
Industry implications
What the Milky Care trend means for industry
Where the trend changes the playbookFor
Personal care industry
Companies that produce personal care products should incorporate more natural and restorative ingredients in their hair care products to meet consumer demand for hair care that is gentle and effective.
For
Retail industry
Retailers should stock a variety of leave-in hair conditioner sprays and other innovative hair care items to appeal to consumers who are looking for products that are convenient, effective, and natural.
For
Beauty industry
Beauty salons and hair care professionals should offer a range of restorative hair care treatments using ingredients like coconut milk, maple, and castor oil to meet the needs of customers looking for natural and effective hair care solutions.
Workshop question
Consider a key term your brand could leverage to change or enhance the perception of its product/service.
Trend signals
Trend signals for Milky Care
Trend score 2.2 out of 10, from popularity 34%, activity 25%, freshness 8%.
Popularity34%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Milky Care trend
4 featured examples from Dec 15, 2017 to Apr 25, 2018CategoryFashion
Coconut Milk-Infused Hair Products
The Creme of Nature Natural Coconut Milk Collection is Balanced
Beauty and personal care brands can pursue natural and coconut milk-based hair products to tap into the growing demand for clean, sustainable, and natural ingredients.
CategoryFashion
Lightweight Leave-In Conditioners
Nourish by Earth's Nectar is Infused with Vitamins
Opportunity for disruptive innovation in the beauty and personal care industry to meet the demand for natural, lightweight hair care products.
CategoryFashion
Versatile Hair-Conditioning Milks
Mizani's '25 Miracle Milk' Provides the Hair with 25 Benefits
Opportunity for disruptive innovation in the haircare industry by developing versatile hair-conditioning products like leave-in conditioners and heat protection sprays.
CategoryFashion
Restorative Maple Haircare
Garnier's Whole Blends Restoring Haircare Features Castor Oil and Maple
The haircare industry can benefit from incorporating natural ingredients and unique fragrances into their products which will appeal to consumers who are looking for both function…
