09.14.21
The hair care industry is one of the best-performing categories in the past year—,and it’s on the brink of a revolution, according to trend forecasting company WGSN. According to the market research firm's latest trend forecast, the expansion of the hair care routines category is driving progress in bioengineering, sustainability and inclusivity.
Hair Health
New aspirations for hair health mean that consumers are seeking multi-step hair care routines, akin to skincare. Popularized by TikTok, age-old practices such as pre-wash oiling routines and rice water rinses are on the rise. Quick, controlled and playful touch-up opportunities will be key. Think hair care mascaras and dry shampoos!
To Dye For...
Looking ahead to 2024, “clean” color will be the expectation in the dye category. Google searches for natural hair dye are lower than pre-pandemic levels; consumers will look to science for ammonia-free color.
And if you want to know what iconic hairstyle of the 1980s is making a comeback, click here.