Category
Fashion
Scaled Restraint
Trend cluster
Category
Multipurpose
Hair
Cosmetic brands release products that can be used on both hair and skin.
3.3
Trend score
Trend
What is the Multipurpose Hair trend?
Multipurpose Hair: Products related to hair and skin are typically sold as separate collections, but more brands are now releasing products that can be used to enhance both. Everything from multipurpose balms to spray powders for both the hair and body are now being sold by cosmetic brands.
Insight
The consumer insight behind the Multipurpose Hair trend
When it comes to self-care, a lack of time can prevent busy consumers from partaking in all the rituals they'd like to. These consumers turn to brands that speed up the process of self-care by offering hybrid products and solutions that cut down on their routines.
Trend themes
Themes within the Multipurpose Hair trend
Three behaviours holding the trend together01
Multipurpose Products
Cosmetic brands are releasing multipurpose products that can be used on both hair and skin, which offer disruptive innovation opportunities for brands to speed up the process of self-care by offering hybrid products and solutions that cut down on their routines.
02
Dry Shampoos
Natural, botanically scented dry shampoos that double as body powders, offer opportunities for using plant-based powders to improve personal care experiences while absorbing excess oil and neutralizing odors.
03
Purple Shampoos
Purple shampoos that neutralize yellow tones and maintain cool tones for blonde, grey, and white hair, offer opportunities for color management and nourishment in the haircare industry.
Industry implications
What the Multipurpose Hair trend means for industry
Where the trend changes the playbookFor
Cosmetics
Multipurpose products that can be used on both hair and skin are disrupting the cosmetics industry by combining beauty routines in a time-efficient manner.
For
Personal care
Dry shampoos that double as body powders are disrupting the personal care industry by using natural, plant-based powders to improve personal care experiences while absorbing excess oil and neutralizing odors.
For
Haircare
Purple shampoos that neutralize yellow tones and maintain cool tones for blonde, grey, and white hair, offer opportunities for color management and nourishment in the haircare industry.
Workshop question
How is your brand prioritizing convenience for its customers?
Trend signals
Trend signals for Multipurpose Hair
Trend score 3.3 out of 10, from popularity 43%, activity 44%, freshness 13%.
Popularity43%
Activity44%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Multipurpose Hair trend
6 featured examples from Jan 17, 2020 to Sep 14, 2022CategoryFashion
Nourishing Purple Shampoos
DESIGNME Has Launched Its Innovative Fab.ME Blonde Shampoo
As a leader in the haircare industry, there is opportunity for companies to innovate and create new multi-functional products that cater to specific hair types.
CategoryFashion
Hydrating Coconut Body Mists
Kopari's Clean Coconut Spritz Mist Brightens and Hydrates
Introducing coconut oil and other natural ingredients into body care products can attract clean-beauty consumers looking for organic options.
CategoryEco
Soothing Shampoo Bars
Angel Hair by Lush is a Haircare Essential, Packed with Rose & Cocoa Butter
The cosmetics industry can innovate on environmentally-friendly packaging and ingredients for sustainable personal care products like Lush's shampoo bar.
CategoryFashion
Multipurpose Meadowfoam Balms
MALIN+GOETZ's Meadowfoam Oil Balm Has Uses for the Hair, Body & Face
The beauty and skincare industry can continue to innovate with versatile and eco-friendly products that cater to personalized skincare needs.
CategoryEco
Two-in-One Dry Shampoos
Cleo+Coco's Versatile Natural Dry Shampoos Double as Body Powders
Companies in the personal care industry can explore the use of two-in-one products like Cleo+Coco's natural and talc-free dry shampoos that double as body powders, natural ingredi…
CategoryFashion
Nourishing Multipurpose Oils
lixirskin's Universal Oil is a Body, Hair, Bath and Shower Oil
Beauty brands can disrupt the industry by developing multipurpose products with natural ingredients and collaborating with artists to create unique and collectible packaging.
