# Hydrating At-Home Hair Kits The O'WOW At-Home Smoothing Treatment Kit is Vegan-Friendly By Jana Pijak | Published 2020-10-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/smoothing-treatment References: [beautybay](https://www.beautybay.com/p/owow/at-home-smoothing-treatment-kit) The O'WOW At-[Home](https://www.trendhunter.com/trends/hill-house-home-1) Smoothing Treatment Kit leaves locks with a "salon-professional finish that lasts for up to three months." The kit consists of vegan-friendly and cruelty-free products that are also formaldehyde and sulphate-free. Helping to hydrate dry hair and [eliminate frizz](https://www.trendhunter.com/trends/mane-x-ouai-the-antifrizz-kit), this [at-home haircare set](https://www.trendhunter.com/trends/salon-quality-haircare) is ideal for consumers seeking a DIY alternative to in-person salon treatments during COVID-19. In response to the ongoing pandemic, more consumers are avoiding salons in response to social distancing safety measures, leading to a heightened demand for at-home treatments that are easy to follow and free from harsh chemicals. Consisting of a Sulphate-Free Shampoo, a Sulphate-Free Conditioner and a Smoothing Treatment Spray, this kit does just that and leaves hair looking healthier while giving consumers peace of mind regarding overall safety. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 71% | Activity: 97% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What's Driving This Trend - **DIY At-home Haircare:** The rise in DIY at-home haircare creates opportunities for brands to develop convenient and effective products that cater to consumer demand for salon-quality results. - **COVID-19 Safe Hair Treatments:** The ongoing pandemic has created a demand for at-home hair treatments that are easy to follow and free from harsh chemicals, presenting an opportunity for brands to innovate and meet consumer needs. - **Vegan-friendly Haircare:** The increasing popularity of vegan-friendly and cruelty-free haircare products provides an opportunity for brands to tap into the growing consumer trend towards ethical and sustainable beauty choices. ### Who This Affects Most - **Beauty and Personal Care:** In the beauty and personal care industry, there is a growing market for DIY at-home haircare products that offer salon-quality results and cater to changing consumer preferences during COVID-19. - **E-commerce and Direct-to-consumer:** The rise in demand for at-home hair treatments presents an opportunity for e-commerce and direct-to-consumer brands to develop and distribute convenient and safe products that can be easily accessed online. - **Natural and Sustainable Products:** The trend towards vegan-friendly, cruelty-free, and sulphate-free haircare products aligns with the increasing consumer demand for natural and sustainable beauty options, creating opportunities for brands to differentiate themselves in the market. ## Related on Trend Hunter - [Vegan Smoothing Hair Oils](https://www.trendhunter.com/trends/smoothing-hair-oils.md) - [Vegan Hair-Conditioning Masks](https://www.trendhunter.com/trends/to-the-rescue-treatment-mask.md) - [Plant-Based Hydrating Haircare](https://www.trendhunter.com/trends/plant-based-hydrating-haircare.md) - [Frizz-Eliminating Hair Serums](https://www.trendhunter.com/trends/frizz-magic-serum.md) - [Superfood-Backed Haircare Products](https://www.trendhunter.com/trends/deep-conditioning-treatments.md) - [Vegan Hair Extension Products](https://www.trendhunter.com/trends/vegan-hair-extension.md) - [Holiday Vegan Hair Bundles](https://www.trendhunter.com/trends/icon-1.md) - [Wash-Free Hair Masks](https://www.trendhunter.com/trends/soulstruck-nourishing-dry-hair.md) - [Modern Cruelty-Free Haircare Products](https://www.trendhunter.com/trends/crueltyfree-haircare-products.md)