Kline reports rising social media interest in hair gloss

The glow beauty trend in skincare is increasingly extending to hair care, according to personal care market analysts Kline.

Ever more consumers are searching for and creating TikTok content related to hair gloss, noted a blog post by Kline beauty and wellbeing engagement and business development manager Corrine Maier.

“This surge in interest has propelled the popularity of various hair gloss treatments, with some notable options—including Ouai’s Hair Gloss In-Shower Shine Treatment, Kristin Ess Hair’s Signature Hair Gloss, and Redken’s Acidic Color Gloss Activated Glass Gloss Treatment—gaining significant traction among consumers,” she wrote.

The impact of this trend is not only seen in social media engagement, but also reflected in the market figures.

“According to Kline PRO, our comprehensive database tracking point-of-sale transactions for both salon retail products and services, revenue from gloss treatments accounted for $783 million in 2022.

“Brands are capturing a revenue share by promoting at-home gloss treatments.”

Meanwhile for skincare, Kline’s latest data shows a 20% increase in consumers seeking treatments with hydration as a key benefit over the past year.

“Furthermore, this trend is seeing a significant increase in popularity, with online searches spiking during the same period,” added Maier.

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