# Affordable Haircare Launches Marc Anthony Expanded Its Styling and Treatment Lineup By Grace Mahas | Published 2026-09-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/marc-anthony References: [marcanthony](https://marcanthony.com/)  Canadian haircare brand Marc Anthony is giving everyday routines a refresh with four new launches designed for everything from beachy texture to glossy, hydrated strands. The $13.99 lineup includes the Beach Volume Texture & Wave Sea Salt Spray, which promises up to twice the volume for 72 hours, and Coconut & Shea Moisture Bounce Curl Mousse, an alcohol-free formula made with shea butter and extra virgin olive oil to [define curls without weighing them down](https://www.trendhunter.com/trends/shampoo-and-conditioners). For smoother styles, the relaunched Argan Oil of Morocco Smooth & Shine Oil Treatment delivers three times more shine while helping control frizz, while the new Hydrate & Shine Conditioning Mask combines argan oil, keratin and grape seed oil to support dry, damaged hair. Available at Shoppers Drug Mart, Walmart Canada and Amazon, the collection gives shoppers [affordable, goal-specific formulas](https://www.trendhunter.com/trends/platinum-care) that make it easy to mix and match products around changing hair needs. ## Trend Insights (Trend Hunter) - Score: 9.0/10 - Popularity: 89% | Activity: 91% | Freshness: 91% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### Key Themes Behind This Trend - **Affordable Hair Customization:** Budget-friendly, goal-specific formulas are reshaping haircare by letting consumers build personalized routines without premium salon pricing. - **Ingredient-led Styling:** Recognizable ingredients such as argan oil, shea butter, keratin and coconut create room for mass brands to compete through perceived efficacy and transparency. - **Hybrid Treatment Styling:** Products that combine styling benefits with nourishment reflect a shift toward simplified routines that address texture, shine, hydration and damage at once. ### Where This Applies - **Haircare:** Mass-market haircare is being disrupted by accessible products that mimic salon-level results while targeting specific needs like curls, frizz and volume. - **Beauty Retail:** Retailers and marketplaces gain advantage from affordable beauty launches that encourage routine experimentation across physical stores and e-commerce channels. - **Personal Care:** Everyday personal care is evolving as consumers expect low-cost products to deliver specialized, high-performance benefits once reserved for premium categories. ## Related on Trend Hunter - [Salon-Inspired Keratin Haircare](https://www.trendhunter.com/trends/keratin-set.md) - [Nourishing Hair Oils](https://www.trendhunter.com/trends/glossy-styling-hair-oil.md) - [Nourishing Curly Haircare Collections](https://www.trendhunter.com/trends/curl-la-la-collection.md) - [Anti-Frizz Haircare Systems](https://www.trendhunter.com/trends/aussie-ultra-smooth-collection.md) - [Volumizing Haircare Ranges](https://www.trendhunter.com/trends/volumizing-haircare-ranges-marc-anthony-introduced-its-big-volume-collectio.md) - [Comprehensive Affordable Beauty Ranges](https://www.trendhunter.com/trends/affordable-beauty-range.md) - [Hydrating Argan Body Washes](https://www.trendhunter.com/trends/argan-body-wash.md) - [Texture-Inclusive Haircare](https://www.trendhunter.com/trends/texture-inclusive-haircare.md) - [Wedding Hair Essentials](https://www.trendhunter.com/trends/2-oh.md)