The Ingredients Behind the Skinification of Hair Care
According to a recent Google/Spate analysis, rosemary is the top growing hair ingredient search term. This was likely related to the TikTok virality of Mielle Organic’s Rosemary Mint Scalp & Hair Strengthening Oil, a formulation intended for textured hair that was "discovered" online by straight-haired influencers.
Unsurprisingly, Mielle was among the most searched hair brands of 2022, per NPD. Also on that list were hair wellness brands such as bond-builder K18, ingestible hair wellness brand Nutrafol, scalp health brand Divi, waterless hair care brand Owa (despite being renamed Susteau) and Arey Grey, a brand that declares itself the "The Wrinkle Cream of Haircare."
Are you detecting a pattern?
Even a casual scan of the hair care category’s growth dynamics reveals a consumer desire for products that offer benefits that wouldn’t be out of place on a list of skin care claims. Here, we break down the biggest hair wellness/health opportunities and the emerging ingredient technologies offering nature derived benefits.
Decoding Category Growth
The complete (mass + prestige) hair care market grew 11% year-overyear, totaling $24.1 billion, per NPD/ IRI. Sales of luxury hair styling tools jumped 23% in 2022, per NPD.
U.S. prestige hair product sales grew 22% in 2022, driven by masks and targeted treatments. In line with the hair health trend, the top prestige market launch was Olaplex’s No. 9 Bond Protector Nourishing Hair Serum, which is designed to protect the hair from heat and pollution.
领英推荐
NIQ (formerly NielsenIQ) data for mass/XAOC shows that hair care sales rose 3.3% in 2022 to $11,862,651,221. According to NPD, mass represents 80% of sales across combined categories.
Top Hair Claims Track Skin Care
Hair care search data continued to trend toward hair health at the close of 2022. Per Spate data, top growing search terms by year-over-year search volume (as of November 2022) included heat protection, SPF, clarifying, exfoliating, nourishing and strengthening. This rising interest allows brands to focus on skin care inspired claims in marketing and product innovation.
To illustrate the impact on just one category, Spate has found that dry shampoo searches are increasingly accompanied by skin/scalp-friendly ingredients such as rice, charcoal, arrowroot and apple cider vinegar. Top scalp health concerns include dandruff, scalp psoriasis, greasiness, flakiness, itchiness, seborrheic dermatitis and postpartum hair loss.
The firm is predicting that scalp serums will enjoy significant growth in interest, alongside ingredients mentioned above, as well as biotin, hemp, salicylic acid and vitamin C. Top associated concerns include hair loss, aging and dandruff. Brands and hair pros have taken notice. Kline notes that, "since January [2023], 15% of the launches picked up by the New Products Tracker in Kline’s?Professional Hair Care Intelligence Center provide scalp care benefits." In addition, in the first three quarters of 2022, "there was a more than 5% increase in the number of in-salon scalp treatments."
In January 2023, Spate reported that searches for scalp facials rose 28.5% year-over-year, reflecting treatments that deep clean to remove excess oil, impurities and product build-up.
Managing Director | CEO | Group Director | Global Market Expansion | Business Development Expert
1 年Great post! It's fascinating to see how claims and ingredients are driving the haircare industry towards wellness and health. It's crucial to stay updated on the leading claims and ingredients to stay competitive and meet the evolving demands of consumers. I'm looking forward to reading more about the data and innovations in this space. Thanks for sharing! #globalcosmeticindustry
Strategic Business and Marketing Operations Leader | Skilled in Project Management and Data Analysis
1 年Global Cosmetic Industry, Thank you for sharing. It is insightful and shows ingredients and tendencies, which is lovely. I suggest adding Minoxidil as a complementary topical or shampoo treatment for hair loss. Nevertheless, #asktheexperts first.
International General Manager
1 年Meagan Pate, Sarah Hamilton