As reported in Happi, the hair care sector has adapted to the New Normal with updated products for consumers to use at home in between salon visits. Sunnie Brook, Biolage global brand ambassador and celebrity hair stylist, Los Angeles, took time to chat with Happi.com about the hair care market in general and what’s selling well and why for Summer 2021.
MM: How has the pandemic impacted the professional hair care industry this past year?
SB: Over the last year, consumers and professionals alike have had the time to really reflect on their impact on the world. As for hair care professionals, a lot of us are independent contractors, so it caused us to rethink how we are doing business and get creative with the service we provided or offered (at-home color kits are a great example of this!). We had to evolve and learn how to best develop our business online and create an experience for clients virtually. While our clients had to adapt to new hair routines, we had to navigate how to best guide and support them through this process—whether it was helping them get creative and hands on with at-home color or creating a low-maintenance ritual that requires less visits to the salon. Some things I saw most frequently: personalized at-home color delivery kits from your stylist, online consultations, personalized education and an increase in house calls. The past year was also definitely an opportunity for the professional hair care industry to hone in on and sharpen our sanitation skills! While hair salons and hair stylists are already experts in sanitation, we have had to be extra mindful to ensure our sanitation protocols are always up to par.
MM: What are consumers looking for right now in their professional hair care products like shampoo, conditioner, sprays and serums?
SB: I think people are trying to simplify and streamline their hair care routine. Multi-benefit and hair health products are big trends right now! Consumers are looking for products that can be used in multiple ways, address multiple hair needs and can create multiple looks – like the Biolage All-In-One Coconut Infusion Spray for example.
Ideal for all hair types and hair needs, the product works as a primer, detangler, heat protectant, frizz controller and more. This multi-benefit spray is safe for colored hair and leaves a silky, shiny touch after every use. Not only is this coconut-infused product healthy for your hair, the vegan formula is 100% free of sulfates, parabens, artificial colorants and waxes.
Over the last year, a lot of people had to balance working from home, home-schooling and keeping the family safe and healthy all at the same time—people are really looking for simple and quick approaches to hairstyles that have big results.
Just as skin care is having its moment, haircare and creating a good, healthy hair routine is also having a big moment right now. There’s a huge focus and priority on scalp health right now—with consumers taking care to source and buy products that will benefit the health of their scalp. I can’t say too much, but the Biolage team is working on some very exciting products that I think will be a huge hit within this category.
And as we can all imagine, quarantine has forced a lot of consumers to get brave and creative with at-home color! That’s definitely a trend I’m still seeing, even as we slowly make our way out of the pandemic—everyone is looking for a great at-home color enhancing product. Low maintenance looks are definitely here to stay for a while.
MM: Any future trends to look out for in professional hair care for 2021 and beyond?
SB: There’s a big shift right now away from trends and focusing on celebrating individual beauty and your own uniqueness. I’m seeing a lot of people embracing their natural hair color and celebrating their unique, natural beauty. With that said, there’s a big push for inclusivity and diversity within the hair care industry. Ensuring that stylists are well-educated and able to do hair of all textures, as well as ensuring that brands have products that truly work for those textures.
I’d also say that consumers have become very ingredient savvy over the last year—with natural, vegan and plant-based hair care really shining right now. There’s also a big push for brands to prioritize sustainability and minimize waste—whether it’s refillable bottles, recycling programs, bottles made from sugar cane or other renewable resources. Consumers are well-educated and holding brands accountable for transparency when it comes to sustainability and product formulations.
As mentioned earlier, everyone’s looking for a minimalistic approach to their products, streamlining and creating a hair ritual they can rely on. Finding products that are multi-benefit and can address multiple hair types is huge right now. Consumers want to buy fewer products for themselves and for their households, while still getting results. With this focus on creating a hair ritual, I am also continuing to see a big focus on scalp health and hair growth right now. Healthy hair starts at the scalp, and people want to ensure their scalp is getting as much love as their locks are.