Tom Branna, Editorial Director03.18.21
Cosmetic chemists, steeped in sound science, may not want to read this, but vegan hair care formulas are all the rage right now. According to Spate, the vegan conditioner trend is being driven by consumer demand — providing an opportunity for brands to align with the value-based beauty customer.
For example, on average, there are 3.6K searches for vegan conditioner in the US every month, and interest has grown 65.3% since last year. Redken is the only brand associated with vegan conditioner, per Spate, which analyzes more than 20 billion online search signals to uncover the next big trend, find out who owns the space, and determine how to position the trend.
Shampoo and conditioner have been a popular beauty focus since lockdown began, and vegan conditioners have seen particularly strong growth. With only one brand being searched alongside this trend, there's still time for product development. Many of the top searches for vegan conditioner are searches for shampoo and conditioner combos, showing that consumers want to purchase both from the same brand at the same time. Spate recommends that marketers consider bundling their vegan shampoo and conditioner to capture consumer interest.
Furthermore, Spate notes that while there’s plenty of room for formula innovation from leave-in variations to incorporating ingredients like coconut, searches show that this particular customer has core values they want to uphold: vegan (of course), cruelty-free, and eco-friendly, as searches for bar formats indicate a desire to limit packaging waste.
For example, on average, there are 3.6K searches for vegan conditioner in the US every month, and interest has grown 65.3% since last year. Redken is the only brand associated with vegan conditioner, per Spate, which analyzes more than 20 billion online search signals to uncover the next big trend, find out who owns the space, and determine how to position the trend.
Shampoo and conditioner have been a popular beauty focus since lockdown began, and vegan conditioners have seen particularly strong growth. With only one brand being searched alongside this trend, there's still time for product development. Many of the top searches for vegan conditioner are searches for shampoo and conditioner combos, showing that consumers want to purchase both from the same brand at the same time. Spate recommends that marketers consider bundling their vegan shampoo and conditioner to capture consumer interest.
Furthermore, Spate notes that while there’s plenty of room for formula innovation from leave-in variations to incorporating ingredients like coconut, searches show that this particular customer has core values they want to uphold: vegan (of course), cruelty-free, and eco-friendly, as searches for bar formats indicate a desire to limit packaging waste.