Cosmetics Business reveals 5 key trends shaping the future of hair care in new report


As 2020 fast approaches, this report identifies the key opportunities for hair care brands, and the new trends that are breaking through

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Market overview: At a glance

What's in this report?


Top 5 trends:

1. Water-activated hair wash

2. Reinventing at-home colour

3. Serving underserved consumers

4. Vegan hair care – from niche to norm

5. 2020 trends

Country highlights


Global value & growth, 2018

Cosmetics Business reveals 5 key trends shaping the future of hair care in new report

Key market challenges addressed

While the skinification of hair is widely seen to represent the biggest opportunity for brands in this category, the difficulties affecting the market as a whole are taking a long time to grow out.

A particular weak spot is the styling segment, which in the UK has been suffering from a decline in NPD and value. “The whole styling category has been a challenge,” says Fiona Glen, Head of Projects at The Red Tree.

“People do not want as much of a styled look as they used to.” The styling segment is also expected to experience the slowest growth to 2023 (3% CAGR) for the same reason: “Consumers are embracing their natural hair style,” says Kseniia Galenytska, Beauty and Fashion Consultant at Euromonitor International.

“They are looking to minimise chemicals applied to hair that are believed to damage hair and scalp.”

But there are still opportunities for brands to explore. Roshida Khanom, Associate Director of Beauty and Personal Care at Mintel, says: “With damage concern being central to hair care, reflected in the rise in value of conditioners and treatments, styling products can incorporate more caring benefits."

"Few mass-market styling brands launched products with hydrating or strengthening benefits in 2018, and considering price is an important influencer in this category, the mass sector may be missing an opportunity.”

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