The year 2020 was the first ever when hair care grew while skin care and makeup declined, according to Kline & Co. Hair care was one of only two product classes in the beauty market that experienced growth in 2020, up a little over 3%. Among the areas that shined bright:
- At-home hair coloring saw explosive growth across all segments—mass boxed color, DTC brands, and makeshift salon kits.
- Hair clippers experienced never-before-seen growth. Wahl was the biggest winner in the U.S. market, focusing on at-home education.
- Multicultural hair recorded nearly 5x the growth of previous years. Retailers like Target and Ulta increased the number of offerings in the category. Target even partnered with Sundial Brands, owned by Unilever, to launch the exclusive line Emerge.
- Customized hair care products swelled in demand with brands like Prose, Function of Beauty, and eSalon registering double- to triple-digit growth rates.
- Self-care accelerated the demand for masks, treatments, and scrubs as consumers had more time to spend on their beauty regimens, including hair care. Notable brands include Olaplex and Amika, while some bigger brands like Pacifica, R+Co, and Sexy Hair entered the CBD/hemp segment in 2020.
- In-salon thinning hair treatments really “zoomed” in 2020. The number of services was up 119%, and revenue came in at +146% compared to the previous year.
What does the future hold for this dynamic market segment? Which trends, categories, and channels are expected to rise post–pandemic? Find out from Kline’s U.S. Hair Care Sales Accelerated During Pandemic infographic.