There is no longer one hair product that works for all hair types, but the COVID-19 crisis has shifted the focus from appearance to care as consumers re-evaluated their hair needs, and they now look into the ‘skinification’ (i.e., scalp care and health) of the hair care offer.
The hair care market is resilient. According to Mintel GNPD, hair products (shampoo, conditioner, treatment and styling products) accounted for 12% of global beauty and personal care launches in 2020, the same as in 2019.
Health is going to be the key driver for the coming years, for both scalp and hair. Moreover, in the different regions of the world, ‘natural’ is also a fundamental word for consumers. In addition to health, embracing diversity and providing multifunctional ingredients will also drive the market for years to come.
Claims depending on categories
For shampoos and conditioners, the focus is on bringing strength, mo