Like skincare, haircare is going through a period of evolution as consumers become more conscious about what they put on their bodies.
That's not to say that traditional purchasing decisions have waned – a 2017 international Euromonitor survey found that 35% of consumers are motivated to buy haircare products to improve the look or feel of their hair. But these days, the expectation for products to have multiple benefits and/or be more tailored to specific hair types is, without a doubt, opening up new areas of innovation for brands.
The market is also growing – according to Statista, the haircare industry is worth an estimated $US85.5bn globally and is expected to rise to $94.7bn by 2021. So now is a key time for haircare brands to look at some new trends in order to meet consumer desire.
After mining data from multiple reports and research houses, here's what we know about the future of haircare.
Protect and repair
The need to protect against environmental aggressors has been a strong driver of skincare sales for a few years now but the haircare industry has yet to fully capatalise on this trend. A Mintel study revealed that anti-pollution hair products represented just 1.1% of launches in 2016.
For consumers seeking products against colouring and heat-styling, brands like Olaplex and Virtue Labs are leading the way. The latter recently patented Alpha Keratin 60ku – a form of human protein keratin that repairs and heals damaged locks – and just this week bought on actress Jennifer Garner to front the product.
"Because it is essentially hair, it ‘sees’ cracks of damage and goes where it’s needed to repair and heal the damage," Virtue Labs founder Melisse Shaban told LS:N Global. "But as it’s so different from the keratin commonly used in other beauty products, it is a re-education for the consumer," she said.
Some more brands with anti-polution products: Aveda Scalp Benefits Balancing Conditioner, Kiehl's Olive Fruit Oil Deeply Repairative Hair Pak; Klorane SOS Serum with Peony, KEVIN.MURPHY MAXI.WASH.
"People want to embrace their natural hair texture and be recommended products to fit," Schwarzkopf Professional National Ambassador Dee Parker Attwood told BEAUTYDIRECTORY last month. And with a rise in hair analysis tools across the industry, specifically from Kérastase, Pantene Pro-V and new-to-the-market Form, personalisation appears to be gaining major momentum.
Schwarzkopf Professional also released SalonLab earlier this year, which brings the potential of personalisation to a physical, salon setting. By analysing a customer’s hair condition and through the data acquired, it provides a consultation with personlaised advice and products.
LS:N Global also credits online and detailed questionnaires as a less techy method of determining a consumer's hair goals.
Tech and colouring
Elsewhere, tech will help consumers become more creative with colour. In September 2017, ModiFace launched a live 3D video hair colour simulator for its brand partners, giving consumers the opportunity to explore and ultimately purchase different hair colours and styles. In 2020, it looks like they'll be trying out stark colour combinations, a trend that's becoming more prevalent in Europe with the likes of bleach blonde being contrasted against rusty orange. We know from recent Pinterest data that 2020 will be the year of the '90s rerun', bringing back those Ginger Spice, chunky, face-framing streaks.
Even conscious consumers will be able to enjoy a switch-up in hair colour thanks to the likes of muk, which offers PETA-approved, vegan colour formulas; Garnier Olia and Clairol Natural Instincts, made with 80 percent naturally-derived ingredients.
Curly-haired girls fully embraced the shag and the curly fringe in 2019, both of which took social media by storm. But next year will see them opt for eye-catching colours and all-over highlights that add depth to the hair.
"You can place highlights on some curls, and they then look stunning because the lighter shades give triple or even quadruple dimension to the hair," Frédéric Fekkai told Refinery29 last month.
This will bring opportunities for brands to to grow their curly hair protection ranges.
Brands catering to curly hair: SheaMoisture Coconut & Hibiscus Curl & Shine Conditioner; KMS TAMEFRIZZ Curl Leave-In Conditioner; John Frieda Frizz-Ease® Clearly Defined® Gel; and Hask Curl Care Shampoo - Coconut Milk & Organic Honey.