Social distancing measures caused significant disruptions across a range of industries, and it was no different for the hair care industry. With social distancing restrictions and work-from-home mandates, people found themselves cooped up indoors and had to find at-home solutions for their hair care needs.
In this article, we will examine the growth of the at-home hair care and styling trend and share insights into what is driving it. We will analyze the at-home hair care market by looking at its current size and estimated growth, and then explore some of the at-home hair care and styling trends and products that will be popular in 2022 and beyond.
With limited access to their usual hairstylists in salons due to distancing measures and the increasing adoption of hybrid workplace models that combine remote and on-site work, consumers around the world have been forced to take charge of their hair care needs.
This resulted in an increased demand for at-home or DIY-centric hair treatments and maintenance, ranging from coloring, haircuts and oil treatments. Consumers began looking for beginner-friendly techniques and kits that allowed them to achieve a cut or dip-dye in the comfort of their own home.
There has also been a shift towards a low-maintenance look, driven by changing consumer preferences for comfort and utility. This has also been seen in comfort-focused at-home fashion trends . Many consumers have been keen to ditch elaborate treatments and styles in favour of simpler treatments that target hair growth, restoration and scalp care. This has led people to rummage through their pantry for natural ingredients to use in home remedies.
The proliferation of social media accounts that produce hair care content, particularly on TikTok and YouTube, has also made it easier for beginners to master hair care routines that are right for their hair type. Many consumers are following the regimens of their favorite influencers and purchasing products that allow them to care for their hair at home.
While other sectors have been severely impacted by distancing measures, the hair care market has been incredibly resilient, particularly fueled by the aforementioned personal care trends. Overall, the hair care market revenue grew by approximately 8% in 2020 compared to 2019. It is expected to reach USD 121.4 billion by 2027, growing at a compound annual growth rate (CAGR) of 6.5% during the forecast period 2021-2027.
Hair care product sales increased by around 55% between January and August 2021, with the global hair care products market valued at over USD 42.1 billion in 2020 and projected to reach USD 72 billion by the end of 2031. The hair color market segment, which stood at 19.94% in 2020, is expected to hold the largest market share in the global hair care market.
Consumer demand for at-home treatments has seen a marked increase, especially the demand for homemade hair masks. The global hair mask market is projected to reach USD 261.8 million by 2026, growing at a CAGR of 5.5% during the forecast period 2021-2026.
At-home treatments are a strong trend in the global hair care market. Consumers are looking for solutions to restore moisture, promote growth, and add softness to their hair. This has led to an increase in demand for ready-to-use hair masks that allow users to easily incorporate them into their weekly hair care routines.
The top hair masks consumers are looking for include protein treatments , clarifying masks, exfoliating masks, dry hair treatments , and masks to protect color-treated hair.
This trend has been growing steadily over the past few years, but it was in 2021 that more brands began adding skincare ingredients to their hair care formulations. Ingredients like hyaluronic acid , salicylic acid , glycolic acid , ceramides , and more were added to shampoos, conditioners, and leave-ins to treat the scalp , break up buildup, hydrate, and support hair health.
Scalp care is becoming the new skin care as the vitamins used in both become interchangeable, but this time they help control problems like dandruff, redness and itching to make the scalp more conducive to hair growth.
Shiny hair has never gone out of style. Shiny hair remains a major trend and now consumers are looking for ways to achieve their favorite shiny looks using easy-to-do at-home routines.
From shine sprays and your hair oil shine drops to deep oil treatments and in-shower acid polishes, consumers want products that will give their hair extra moisture and shine. Products based on avocado and olive oil have become popular natural formulations.
As mentioned earlier, social distancing measures have prompted many people to seek comfort and ease, creating a resurgence in consumer demand for low-maintenance looks. Products and styles that help deliver popular clean, minimalist looks are in demand, from sleek hair to low-maintenance haircuts.
Therefore, there has been an increase in the demand for hair straightening products that smooth different hair textures to provide a “clean look”. These include sculpting creams, styling pastes and gel pomades .
